Heineken's The Passport

Cool new campaign from Heineken. Who wants to try it?

Heineken Singapore is sending one traveller on a challenge – to get from Inner Mongolia to Thailand, a distance of 5187km, using Heineken bottles as his only form of currency. His journey, created by Iris Singapore, will be documented on a Facebook page, The Passport at http://www.thepassport.sg. There you'll be able to view the traveler; Justin's adventures in a series of YouTube videos as well as updates from the road via his Tweets and Instagram photos.

He's allowed to hand out bottles of Heineken in exchange for help on his way – directions, food, lodging and even rides. While watching these mini-episodes, Heineken fans on the facebook page are encouraged to share the content to earn points and digital badges, giving them the chance to go on their own trip to the musical festival, Sensation Taiwan at the end of September.

Agency: Iris Singapore