• by Amy Corr  @MediaPostOTL, September 24, 2013

If you were given the opportunity to drop everything at a moment’s notice to go on an all-expenses paid vacation to a surprise destination, would you do it? Sure, everyone’s first thought is, "of course I’d go," but then life creeps in: What about work? Will my boss really let me take vacation time on zero notice? Heineken decided to test people who commented about a social experiment the brand conducted this summer at JFK. The first experiment offered travelers a free vacation to an unknown destination if they ditched their current travel plans. With “Departure Roulette Road Show,” Heineken followed and started conversations with people online who posted on social media that they would press the red button for a spontaneous trip anytime. The brand ambushed fans in San Francisco, Los Angeles, and New York with the Departure Roulette challenge to see if the online commencers would follow through or just be all talk and no action. My favorite commenter was the man who said he would drop his sandwich for a turn at the roulette wheel. So Heineken brought him a sandwich, which he dropped on the ground to play the game. Travel destinations for those who played included New Zealand, Spain, Romania, Estonia, Chile amd Peru. Wieden+Kennedy New York created the campaign .