NEW! Heineken, Fred Armisen Offer New Yorkers 'Routine Interruptions'

heinekinHere's a fun reason to step out of your comfort zone, when you are in the company of a group of friends. Not sure if I'd do this one alone. Heineken, with help from Fred Armisen, launched "Routine Interruptions," the brand's latest phase of its Cities of the World campaign. "Routine Interruptions" falls under the belief that city residents are set in their ways and rarely veer from their regular routines. With Armisen's help, "The Payphone" was born. The comedian began calling a payphone across the street from The Comedy Cellar and those that answered were invited across the street, to an unmarked door, but the catch was they didn't know what they would be stepping into. New Yorkers have no problem answering the payphone, but going across the street to meet an anonymous stranger took more effort. Only five people went across the street, where they joined Armisen onstage at The Comedy Cellar. See the video here. The video also invites people 21 and over to visit www.RoutineInterruptions.com, where visitors can enter their phone number for a chance to receive a mystery phone call this summer. Those that say yes to the mystery call will be treated to a unique experience in their city. Those interested can also follow @wherenext, a social compass that reads the pulse of a city, using real-time social activity to discover what is happening and possibly off the beaten path. Wieden + Kennedy New York created the campaign.
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