SYS-CON MEDIA Authors: Adrian Bridgwater, Yeshim Deniz, Elizabeth White, Sean Houghton, Glenn Rossman

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Heineken® Challenges Immersive Theater Attendees to Be the Star of the Show with "The Guest of Honor"

One-Night-Only Show at Famed The McKittrick Hotel Encourages People to Be Actors Not Spectators

NEW YORK, March 31, 2014 /PRNewswire/ -- Today Heineken debuts the brand's latest "social experiment" to encourage consumers to "cross their borders," with their digital video, "The Guest of Honor."  On March 11, Heineken hosted a one-night only production at New York City's famed The McKittrick Hotel, where unsuspecting attendees were invited to a play, soon to find out that they weren't just watching, they were the stars. Heineken captured every moment as people ventured through a labyrinth of daring scenes that enabled them to show their legendary talents to the world in a video now live at www.youtube.com/guestofhonor.

"The Guest of Honor" joins Departure Roulette and Carol Karaoke in Heineken's series of social experiments that challenge consumers in "would you or wouldn't you" moments, ultimately bringing Heineken's "Open Your World" brand belief to life. The evening began with a questionable elevator ride to the party of a mysterious billionaire and his eccentric friends.  Attendees quickly learned that they were the star of the show and were challenged to take the stage, moving through a variety of scenes to entertain the billionaire's friends, from telling jokes to a feisty heckler in a comedy club, to giving a tattoo to an intimidating ink fan, to auditioning for and joining a Bollywood shoot. Heineken believes that everyone has a legendary side waiting to surface, and "The Guest of Honor" gave real people the chance to showcase that side to the world.

"Heineken saw immersive theater as the perfect setting to get people outside their comfort zone by creating a production that would move them from being mere spectators to the star of the show," said Belen Pamukoff, Brand Director, Heineken. "'The Guest of Honor' is our latest effort to reveal the legendary talents of Heineken drinkers."

"The Guest of Honor" was developed in the spirit of Heineken's latest global television ad campaign, "The Odyssey," which celebrates the premise that everyone is legendary at something.

Wieden + Kennedy New York, Heineken's creative agency-of-record, created and produced "The Guest of Honor," including the theatrical production and video documenting the challenge that debuted on YouTube.com/guestofhonor.  Brand fans are invited to join the conversation on Heineken's social channels with #guestofhonor and #openyourworld.

About HEINEKEN USA

HEINEKEN USA Inc., the nation's leading upscale beer importer, is a subsidiary of Heineken International BV, the world's most international brewer. European brands imported into the U.S. include Heineken Lager, the world's most international beer brand, Heineken Light, Amstel Light, Newcastle Brown Ale, and Strongbow cider. HEINEKEN USA also imports the Dos Equis Franchise, Tecate Franchise, Sol, Indio, Carta Blanca and Bohemia brands from Mexico. For a safe ride home, download the HEINEKEN USA-sponsored Taxi Magic™ application from your smartphone at taximagic.heineken.com.

Contact
Adam Feigen
Heineken USA
[email protected]
914-681-4138

Jennifer Weber
Edelman
[email protected]

Heineken challenged unsuspecting play attendees to be the star of the show at their original production, “The Guest of Honor,” on Tuesday, Mar. 11, 2014 at NYC’s The McKittrick Hotel. Watch how Heineken pushed real people to reveal their talents with the video debuting today at www.YouTube.com/GuestofHonor.

 

Ben Wiseman of New York City was challenged to go from spectator to actor and star in Heineken’s “The Guest of Honor,” on Tuesday, Mar. 11, 2014 at The McKittrick Hotel. Watch how Heineken challenged unsuspecting play attendees to step out of their comfort zone and take center stage in a video debuting today at www.YouTube.com/GuestofHonor.

Video - http://www.youtube.com/watch?v=RPsLrAYrW4Y&list=UUgFF_YNB_TzYzEUr6oSfkGQ Photo - http://photos.prnewswire.com/prnh/20140331/MM94326-a
Photo - http://photos.prnewswire.com/prnh/20140331/MM94326-b

SOURCE HEINEKEN USA Inc.

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