Heineken have a large sign, like a 48 sheet poster, at JFK Airport, Terminal 9, that asks people who are travelling (passengers who have come through security on their way to the departure gate), to 'Drop everything, push the button'.
When they do, they're faced with a roulette of many destinations where they're sent to. But you have to be ready to commit, drop your existing travel plans and go there and then to wherever Heineken sends you. One guy got sent to Alaska.
Interestingly, most refuse to push the button.
It's creating a stir because of the audacity of it and in some cases, given the needs for Visas, that it has all "been staged". But it's bringing huge PR gains.
The idea however, behind the stunt, is YouTube.
Once you decide to push the button, your trip is filmed all the way for a video series on YouTube, which is where the real audience is. It shows the power of video online so much so, that Heineken would design an elaborate stunt such as this, just to get good watchable video.
Or more importantly, good viral video. Much like Pepsi have done recently, to encourage 'home made' prank video.
The cost of this Heineken promotion is huge and will be extended to other airports. They understand though, that it has huge video potential and consequently, it's worth it.
Online video is huge and getting bigger. But to stand out, you need video that's watchable, shareable and it starts with a stunt like this.
Budweiser is trying to own music. But then, isn't everyone.
I know of a number of brands who are trying to get into this space with dedicated music channels for users. The problem is, they won't and don't own music - that's Spotify, ITunes and a myriad of dedicated online streamers.
Budweiser has got into business with Facebook (10m bud fans there) and Vice with what they call their 'Made for Music' campaign trying to connect music fans with Bud. It includes "behind the scenes" video and photos. They're also focussed on helping new bands break into the spotlight - or read that as they're not prepared to pay the costs of streaming established bands.
There's also a Budweiser music festival.
There's nothing wrong with this per se - save the clear problems targeting music fans on Facebook who are under drinking age which has to be/should be a big big issue - except, if you're going to do it, do it right.
You need topline bands and artists that are available on the likes of Ireland's own, Muzu.tv. And music costs through royalties, big time. It's not cheap at the top end.
But there is no other way. Get into bed with a big established music online provider or frankly, don't do it.
It's just in danger of being as naff as it sounds.
