As a part of their “Open Your World” campaign, Heineken lured partygoers to a bar for drinks and #CarolKaraoke, only to reveal that they would be singing a Christmas carol in front of 30,000 people around New York City.

As a part of their “Open Your World” campaign, Heineken lured partygoers to a bar for drinks and #CarolKaraoke, only to reveal that they would be singing a Christmas carol in front of 30,000 people around New York City. Forcing Millennials outside their comfort zone could have backfired, but 75% decided to continue after learning of their audience. (Creativity)