One of the Caribbean’s most popular – if not the most popular – brands of beer, Heineken, has unveiled its latest global promotion, which may be its most daring and fascinating social experiment yet.
It is designed to test what men are truly made of when taken out of their daily lives and comfortable routines and “dropped” into unknown and unfamiliar situations in remote locations around the world with nothing but the most basic of supplies and directions.
The result is “Dropped” – a series of video episodes following the adventures of the participants as they do their best to cope with their new and wholly unfamiliar circumstances. Kind of a minimalist “Survivor” with a twist.
Every “Dropped” adventurer will be forced to discover their own limits and conquer their fears. They’ll face a multitude of challenges – tough terrain, curious locals and unusual modes of transport across four continents. As each Dropped episode unfolds, so the social experiment will come to life, with viewers of each journey able to follow how each traveller fares through a series of diary entries and journey updates.
Will they make it home? The outcome of each “Dropped” situation is completely unscripted, with the participants’ desire and drive to overcome the challenges the only measurement for success.
In this episode: “Philippines 1: Hell in Paradise”, we meet Murray from Ireland and Jacob from Warsaw, Poland, as they are “dropped” on a remote beach in Southeast Asia.
Consumers who buy special packs of Heineken will be able to redeem a code and play an online game that tests their own navigation skills. A lucky few will win their own legendary travel experience.
The integrated campaign appears on a variety of platforms across broadcast, digital and mobile, including the Heineken® Dropped YouTube channel. Here
, viewers will be able to follow each “Dropped” voyage, access documentary-style content and also contribute their own video entries – with the ultimate chance of living their own travel adventure.
Sandrine Huijgen, global communications director, Heineken, explained, “We want to go further than inspiring men to be resourceful and open to the world. We are giving a few of them the opportunity to go beyond the borders of their comfort zone. ‘Dropped’ is a social experiment that will challenge the participant to display their true character and if they do, have a legendary travel experience.”