Agency: Wieden & Kennedy NY
Heineken challenged people to find out, with “Carol Karaoke,” a campaign that invited karaoke crooners to a private event, then pulled the rug out from under them by challenging them to continue singing in front of thousands of people. Developed by Wieden & Kennedy New York, Carol Karaoke is a continuation of Heineken’s “Open Your World” brand positioning, which the agency has tried to bring to the real world by showing people that life can be more fun when you take the unexpected route.
Heineken invited unsuspecting New Yorkers for an evening of beer, food and all-you-can-sing karaoke at Boho Karaoke in New York City. There was just one catch — they had to sing at least one carol. Throughout the evening, people were asked to step into a “VIP room,” then as they began singing their carol, the fourth wall in front of them collapsed, revealing a full broadcast studio and screens showing them singing on the jumbotron in Washington D.C.’s Verizon Center, in Taxi TV screens in NYC cabs, and in Times Square. They had a couple of moments to decide whether to continue belting out either “Jingle Bells,” “Deck the Halls” or “12 Days of Christmas.
Eric Steele, creative director at Wieden, estimated that 75% of the people who sang in the VIP room continued singing even after they knew their performances would be broadcast in very public places.
Source: creativity-online – http://bit.ly/19f4ust