“This is a sponsored conversation on behalf of the company mentioned in this post. All opinions are 100% my own.”
Heineken® and its latest global campaign ‘Voyage’, is undertaking it’s most daring experiment yet! It’s testing what men are truly made of. What would you do if you were taken out of your daily routine and dropped into the great unknown? Imagine this scenario: you are very social, confident and adventurous. You are chosen to go on an adventure legends are made of. It is something you have never done before and will use all of your resourceful skills. But then you find yourself in the freezing wilderness of Alaska – alone on a glacier, with nothing but a giant life-ring, a tuxedo and a plane ticket to get you home – and the airport is hundreds of miles away. Now what?
Intrigued? What we’re talking about is ‘Voyage’, a new campaign from premium beer brand Heineken® that takes different men from across the World and drops them in remote global locations. All they are given is the most basic supplies and directions. The result is ‘Dropped’ – a series on YouTube. The episodes capture these adventures following newbie explorers on their legendary travel experience.
‘Voyage’ is the fifth installment of the Heineken ‘Legends’ platform, The integrated campaign, which will live on a variety of platforms across broadcast, digital and mobile. It will allow consumers to have a truly engaging experience via 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 to the ‘casting couch’ – with the ultimate chance of having their very own legendary travel adventure.
Every ‘Dropped’ episode will be tailored towards the main character in their very own adventure, forcing them to discover their own limits and conquer their fears. Across four continents they’ll face a multitude of challenges – tough terrain, curious locals and unusual modes of transport. As the Dropped episodes unfold, viewers have the chance to be totally immersed in the campaign through a series of diary entries and journey updates.
Their final destination? Home. Will they make it? The answer lies within each adventurer – the outcome is only measured by the desire of the participant and is completely unscripted. For all we know legends aren’t made, they’re Dropped.
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Dana DeVolk
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