Heineken's "Dropped" contest solicits videos from men seeking to be taken out of their dreary day-to-day routines and dropped into a survival-style adventure. The company will build an integrated campaign around the journeys themselves via a YouTube channel and a Facebook page where the unscripted adventures will play out in webisodes and behind-the-scenes footage. An integrated campaign to promote the contest includes an out-of-home blitz and a trailer for the first show.

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