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.