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29/07/2014 by

Heineken Launches Social Experiment With Fred Armisen

Heineken just launched a social experiment campaign across the US with comedian Fred Armisen, called Routine Interruptions.


What’s the idea behind Heineken’s Routine Interruptions?

Fred Armisen, of Saturday Night Live fame, calls a public pay phone and waits to see if anyone walking by picks it up. If the person answering the phone agrees to do what Fred says (he doesn’t reveal it’s him, of course), they get to experience a once in a lifetime night on stage with Fred. Heineken’s aim is to pull the always busy city folk out of their daily routine through these social experiments.

Of course, this is sure to give us some funny footage of surprised and freaked out people answering the phone: Fred asks them to come  into the building across the street… Would you do it?

Take a look at the sneak preview below:

According to Heineken, only a few people out of thousands passing by answered the phone and went across the street to the comedy club Fred Armisen was calling from. They were then invited up on stage with Armisen.

On the website, you are encouraged to enter your phone number. Heineken will make cold calls in the future, and if you pick up and partake in the activity they ask you to do, you could walk away with some serious prizes. The activities are described as “cultural activities that inspire them to try something new.”

My Opinion
I love these kinds of interesting campaigns, they’re different and funny. But, will this make people buy more beer? Or will it just give Heineken a lot of positive attention? Either way, the internet is talking about it, so that can’t be all wrong!

I’m excited to see more videos of people answering the phone and responding to Armisen, so hopefully we don’t have to wait too long to see more.

What Do You Think?
What do you think of this campaign? Would you pick up? Tell us!

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About The Author
Marion aan ‘t Goor is a Social Media Consultant. You can connect with Marion via Twitter and LinkedIn.


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