Heineken Challenges Unsuspecting New Yorkers to Sing Karaoke to Thousands of Strangers

Go to Youtube.com/CarolKaraoke to watch

From the LifeMInute team

December 10, 2013

Heineken is inspiring people to embrace a sense of adventure with "Carol Karaoke," their latest challenge designed to prompt people into experiencing a "Will you or won't you?" moment. Unsuspecting New Yorkers were invited out for a night of singing with friends at Boho Karaoke in NYC's West Village, but the intimate evening took a twist when the participants were asked to continue singing to an audience of thousands, with their performances projected on a Times Square billboard, in NYC taxis, and on a giant NBA Jumbotron.

"We always like to try to put consumers in this position to see will they or won't they go beyond what they thought they could do," says Colin Westcott-Pitt, VP of Marketing for Heineken.

One participant up for the challenge was Cornell Christian. "I'm not a quitter. I'm not going to give up even though the pressure was on me," Christian said. "I had my girlfriend there and a bunch of my friends. I had to keep going."

Author of Turn Around, Bright Eyes: The Rituals of Love & Karaoke Rob Sheffield notes, "The essential challenge of karaoke [is] jumping into the moment and rising to the occasion. This is that challenge on a totally different level."

"When you do go out of your comfort zone, when you do cross your borders, life is a lot more fulfilling," says Westcott-Pitt, "...We like to encourage people to do it and, if we play a small role in that, we're very happy."

Catch the whole Carol Karaoke experience on YouTube.com/CarolKaraoke and join the conversation with #CarolKaraoke.

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