"Imagine this situation," Heineken says. "You are a highly social character, out-going and confident. You get chosen to go on a legendary adventure—something you have never done before—a new experience that will test your resourcefulness. 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."
Sound like fun? Such wild adventures are central to a new global advertising campaign, 'Dropped,' by the Dutch brewery that's purported to answer the question "Are legends born, or made?" It's overblown stuff, to be sure, but it also sounds like a hell of a lot of fun.
Representatives from the Dutch brewer said that the project will, “test what men are truly made of when taken out of their daily lives and dropped into the great unknown.” It’s a men’s-only club meant to bolster the Heineken brand with the crucial 18- to 35-year-old beer drinking demographic.
The contestants are chosen through video submissions and ‘dropped’ across four continents with nothing but the most basic of supplies and directions. Two men have already started their voyage, one in Cambodia and the other in Alaska. To get home, they'll face a multitude of challenges: tough terrain, curious locals and unusual modes of transport. Stavros, a yoga instructor from Greece, started out his adventure in Cambodia rowing a giant duck-shaped boat down a choppy river.
'Dropped' is marketed as a social experiment that is meant to bring out the true character of a person on his legendary journey. But, of course, there's also a way for the rest of us to participate. Consumers can buy special packs of Heineken that contain a code for an online game designed to test navigation skills. If you’re lucky, you could win a travel experience of your own. Check out the Heineken Dropped Youtube Channel, where you can follow all of the adventures.