• by Tanya Gazdik , July 28, 2014

Heineken’s latest installation of “Routine Interruptions” features a familiar face: Fred Armisen, “Portlandia”star and “Saturday Night Live” legend.

As the latest phase of the Cities of the World fully integrated global campaign, Routine Interruptions' "The Payphone," takes a comedic look at jaded New Yorkers who walk by a ringing payphone, dare to answer and are willing to walk into the unknown to see what is waiting for them. 

Those who took part received a personal invite from Fred Armisen to join him on stage during a surprise performance in one of NYC's most iconic comedy clubs. The online video chronicling the experiment was produced by Wieden+Kennedy New York.

Heineken’s target audience for the “Routine Interruptions” promotion is a group it refers to as “Men of the World” -- men of legal drinking age who are passionate about crossing their borders and embracing new, legendary experiences, said Colin Westcott-Pitt, VP of marketing, Heineken.

“As a native New Yorker and improv-based comedian, Fred was a perfect fit for this effort,” Westcott-Pitt tells Marketing Daily. “His smart, off-center brand of humor aligns well with Heineken's. Fred also embodies the ‘Men of the World’ character -- confident, optimistic, and open minded. It was a no-brainer for Heineken to partner with him.”

Extending the challenge nationwide, Heineken is inviting people of legal drinking age to enter their phone number on www.RoutineInterruptions.com for the chance to be part of the campaign this summer. Thousands will receive a mysterious call from Heineken and, if they say yes to the unknown, will be invited to partake in a reward that will unlock a unique experience in their city.

In partnership with Flavorpill Media, those who are selected will have the chance to change their routine and attend unique cultural activities that inspire them to try something new. Examples of these experiences include secret concerts in living rooms with Sofar Sounds and one-of-a-kind dinners with underground social dining-club, Dinner Lab.

Consumer can also participate through @wherenext, a social compass on Twitter that reads the pulse of a city, using real-time social activity to discover what is hot and guide urbanites to new adventures off their beaten track. The real-time recommendations engine will help consumers answer that eternal night-out question, "Where next?" Consumers are invited to tweet @wherenext and will receive a response with recommendations of the hottest venues around them.

Heineken is featuring the promotion on Twitter (@Heineken_US), Instagram (@Heineken_US), at the Heineken Facebook page (www.facebook.com/Heineken) and on the Heineken YouTube Channel. Brand fans are invited to join the conversation on Heineken's social channels with #openyourcity.