If you give people a chance, you’ll be amazed at how much they can surprise you and surprise themselves. Everyone has an innate need to go crazy and lose themselves but very few people are given the chance to do so.
Heineken came up with the right formula – music, a mic, thousands of people as audience and several seconds to decide whether one would want to go belt it out and go crazy or maintain their anonymity.
The Set Up
Heineken invited unsuspecting New Yorkers for an evening of #CarolKaraoke at Karaoke Boho in NYC’s West Village. They condition is that they needed to sing a Christmas carol. The twist is that at the very last minute, it is revealed to them that their performance will be broadcasted and will be watched by at least 30,000 people. Their performance were to be shown Jumbotron at an NBA game, on the TV of every NYC taxi for a week and on a famed Times Square billboard.
The wall opens with cameras pointing at the person performing. They were given less than a minute to decide whether they will continue singing or back out. All the person has to do is push the switch up if they want to continue and down if they want to back out.
Although many backed out, there were also many who went on and sang, out of tune melodies and all. However, what we should be looking at is how the people who are watching the video reacted to these people performing.
Way too many people never get the chance to show off their talent or insanity because they are scared/embarrassed of the consequence. They think they will be ridiculed for singing terribly. Interestingly enough, although many will laugh at someone singing out of tune, it doesn’t have a condescending undertone. It’s more a laughter of from someone having fun.
if there is anything to take away from this is the fact that people should let loose more often. Go ahead and do something silly or crazy , sing like no one is listening, who cares?
If Heineken can continue to come up with stunts that will give people an excuse to do just that, their brand should be fine.
Heineken also put together a survey on holiday karaoke and found:
- The favorite holiday tune is “Jingle Bell Rock” (31%), followed by “Winter Wonderland” (20%) and “All I Want for Christmas is You” (13%).
- 56% think karaoke in front of friends and family is less embarrassing than in front of strangers.