Click here to close now.

Welcome!

News Feed Item

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.

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
DevOps tends to focus on the relationship between Dev and Ops, putting an emphasis on the ops and application infrastructure. But that’s changing with microservices architectures. In her session at DevOps Summit, Lori MacVittie, Evangelist for F5 Networks, will focus on how microservices are changing the underlying architectures needed to scale, secure and deliver applications based on highly distributed (micro) services and why that means an expansion into “the network” for DevOps.
"We have a tagline - "Power in the API Economy." What that means is everything that is built in applications and connected applications is done through APIs," explained Roberto Medrano, Executive Vice President at Akana, in this SYS-CON.tv interview at 16th Cloud Expo, held June 9-11, 2015, at the Javits Center in New York City.
Containers have changed the mind of IT in DevOps. They enable developers to work with dev, test, stage and production environments identically. Containers provide the right abstraction for microservices and many cloud platforms have integrated them into deployment pipelines. DevOps and Containers together help companies to achieve their business goals faster and more effectively. In his session at DevOps Summit, Ruslan Synytsky, CEO and Co-founder of Jelastic, reviewed the current landscape of...
"AgilData is the next generation of dbShards. It just adds a whole bunch more functionality to improve the developer experience," noted Dan Lynn, CEO of AgilData, in this SYS-CON.tv interview at 16th Cloud Expo, held June 9-11, 2015, at the Javits Center in New York City.
The Internet of Things is not only adding billions of sensors and billions of terabytes to the Internet. It is also forcing a fundamental change in the way we envision Information Technology. For the first time, more data is being created by devices at the edge of the Internet rather than from centralized systems. What does this mean for today's IT professional? In this Power Panel at @ThingsExpo, moderated by Conference Chair Roger Strukhoff, panelists addressed this very serious issue of pro...
The cloud has transformed how we think about software quality. Instead of preventing failures, we must focus on automatic recovery from failure. In other words, resilience trumps traditional quality measures. Continuous delivery models further squeeze traditional notions of quality. Remember the venerable project management Iron Triangle? Among time, scope, and cost, you can only fix two or quality will suffer. Only in today's DevOps world, continuous testing, integration, and deployment upend...
"We provide a web application framework for building really sophisticated web applications that run on a browser without any installation need so we get used for biotech, defense, and banking applications," noted Charles Kendrick, CTO and Chief Architect at Isomorphic Software, in this SYS-CON.tv interview at @DevOpsSummit (http://DevOpsSummit.SYS-CON.com), held June 9-11, 2015, at the Javits Center in New York
Discussions about cloud computing are evolving into discussions about enterprise IT in general. As enterprises increasingly migrate toward their own unique clouds, new issues such as the use of containers and microservices emerge to keep things interesting. In this Power Panel at 16th Cloud Expo, moderated by Conference Chair Roger Strukhoff, panelists addressed the state of cloud computing today, and what enterprise IT professionals need to know about how the latest topics and trends affect t...
Explosive growth in connected devices. Enormous amounts of data for collection and analysis. Critical use of data for split-second decision making and actionable information. All three are factors in making the Internet of Things a reality. Yet, any one factor would have an IT organization pondering its infrastructure strategy. How should your organization enhance its IT framework to enable an Internet of Things implementation? In his session at @ThingsExpo, James Kirkland, Red Hat's Chief Arch...
In the midst of the widespread popularity and adoption of cloud computing, it seems like everything is being offered “as a Service” these days: Infrastructure? Check. Platform? You bet. Software? Absolutely. Toaster? It’s only a matter of time. With service providers positioning vastly differing offerings under a generic “cloud” umbrella, it’s all too easy to get confused about what’s actually being offered. In his session at 16th Cloud Expo, Kevin Hazard, Director of Digital Content for SoftL...
"A lot of the enterprises that have been using our systems for many years are reaching out to the cloud - the public cloud, the private cloud and hybrid," stated Reuven Harrison, CTO and Co-Founder of Tufin, in this SYS-CON.tv interview at 16th Cloud Expo, held June 9-11, 2015, at the Javits Center in New York City.
One of the hottest areas in cloud right now is DRaaS and related offerings. In his session at 16th Cloud Expo, Dale Levesque, Disaster Recovery Product Manager with Windstream's Cloud and Data Center Marketing team, will discuss the benefits of the cloud model, which far outweigh the traditional approach, and how enterprises need to ensure that their needs are properly being met.
The time is ripe for high speed resilient software defined storage solutions with unlimited scalability. ISS has been working with the leading open source projects and developed a commercial high performance solution that is able to grow forever without performance limitations. In his session at Cloud Expo, Alex Gorbachev, President of Intelligent Systems Services Inc., shared foundation principles of Ceph architecture, as well as the design to deliver this storage to traditional SAN storage co...
"Plutora provides release and testing environment capabilities to the enterprise," explained Dalibor Siroky, Director and Co-founder of Plutora, in this SYS-CON.tv interview at @DevOpsSummit, held June 9-11, 2015, at the Javits Center in New York City.
SYS-CON Events announced today that JFrog, maker of Artifactory, the popular Binary Repository Manager, will exhibit at SYS-CON's @DevOpsSummit Silicon Valley, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. Based in California, Israel and France, founded by longtime field-experts, JFrog, creator of Artifactory and Bintray, has provided the market with the first Binary Repository solution and a software distribution social platform.