Dive summary: 

• Beer brand Heineken delivers a brilliant marketing stunt in which it sets up a "Departure Roulette" display in a busy airport and asks travelers if they want to take an adventure in which Heineken will switch their current ticket to another location; the catch is they must drop what they are doing and go to whatever destination pops up after they push a big red button. 
• The most effective part of this video is that it evokes strong emotion, as the viewer puts themselves into that situation and wonders if they would be able to drop everything.
• The campaign is running with the hashtag #dropped and the stunt is part of a broader "Legends" campaign. 

From the article: 

"And in watching the people who actually jump at the chance to play this game, and the emotions they go through -- when they decide they're actually going to do this, before they hit that red button, when they see the locations flipping through, when they think about what location they'll land on, when they see where they're going, when they realize OMG, I'm actually doing this -- the viewers go through all of it, too."