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CASE STUDY Heineken's* Departure Roulette recognized and rewarded its audiences' thirst for spontaneity and adventure with an airport-based experience that enticed people to take a leap of faith by trading in the air tickets in their hands for a trip to an unknown destination. this experience was as much about people’s desire for adventure as ... The UsabilityGeek Editorial Team - 3/4 - Usability Geek Heineken Departure Roulette: Creating Cross-Channel User Experience. July 27, 2013 by The UsabilityGeek Editorial Team. Consistency is key for User Experience. And while consistency throughout a channel such as the company’s website is seldomly ignored, not the same can be said about consistency across different channels. ... A Case Study In ... Case Study: White-Hat Link Building in the Gambling Industry Case Study: White-Hat Link Building in the Gambling Industry ... Roulette + travel (which in the case of Heineken, brought them to a video whereby holiday makers were offered to play 'Departure Roulette' and board a flight to a random destination). Roulette + magic ...
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An example is the ‘Voyage’ campaign with the ‘Departure Roulette’ at the JFK airport in New York: a flight paid by Heineken to an unknown destination (Epstein, 2014). To conclude it can be stated that Heineken has very adaptive marketing strategies easily go along with trends in marketing, channels and platforms.
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Case Studies. Sign in. View Demo.Wieden+Kennedy were commissioned to create a series of viral videos to heighten awareness of the Heineken brand. Heineken At JFK Airport Asks Travelers To Drop Everything, Fly… While Heineken would love for every traveler to use the departure roulette board, most people cite various excuses for passing such as business trips, bachelor parties, and more. The board is part of Heineken’s Legends global marketing push, which started way back in December 2010. Heineken Sets Up "Departure Roulette" at Airports Threaded Mode | Linear Mode. Heineken Sets Up "Departure Roulette" at Airports.Twice this week, Wieden + Kennedy in New York set up a board at JFK's Terminal 8 and dared travelers to play " Departure Roulette"—changing their destination to a more exotic location with the press of a button. Heineken Plays "Departure Roulette" at the Airport | Daily of…