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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.

Dec 12 2013

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