Heineken & Fred Armisen Want You to Pick Up the Payphone That Rings
Laura McQuarrie — July 23, 2014 — Marketing
References: routineinterruptions
'The Payphone' shows off Routine Interruptions, a new social experiment part of the Cities of the World campaign by Heineken that is extremely rewarding for those willing to take a leap of faith. This first test challenges people to pick up a ringing payphone and follow the instructions given to them on the other end of the line. Although this sounds pretty ominous and it did seem to freak out some of those who picked up the payphone, unbeknownst to them, the voice on the other end of the line belonged to Fred Armisen of SNL. New Yorkers who were brave enough to take a risk were rewarded with a unique experience and were brought on stage with Armisen himself at a comedy club.
But even if you're not in New York, if you're above the legal drinking age you can enter your phone number on Heineken's site to start a journey through your own city—provided you're up for an adventure, of course.
But even if you're not in New York, if you're above the legal drinking age you can enter your phone number on Heineken's site to start a journey through your own city—provided you're up for an adventure, of course.
Trend Themes
1. Social Experiment Campaigns - Heineken's social experiment campaign 'Routine Interruptions' shows potential for engaging and unique marketing experiences.
2. Immersive Branding - Interactive experiences like 'The Payphone' campaign provide opportunities for brands to complement traditional advertising with memorable, in-person experiences.
3. Innovative Promotions - Phone call campaigns like this one can help brands stand out and create buzz with targeted audiences.
Industry Implications
1. Alcohol and Beverage Industry - Brands like Heineken can use immersive campaigns like 'Routine Interruptions' to create loyalty and interest among potential customers.
2. Marketing and Advertising Industry - Agencies can explore innovative campaigns like phone call promotions to help their clients stand out and create unique experiences for their target audience.
3. Entertainment Industry - Interactive experiences like 'The Payphone' can create opportunities for entertainment brands to engage directly with fans in a fun and memorable way.
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