You may want to pick up that random payphone ringing, it may offer you an opportunity you never expected. This summer, Heineken and Saturday Night Live's Fred Armisen are joining forces in a social experiment to challenge people to interrupt their daily routines. Armisen will call a payphone and those who are willing to answer will be invited to embark on new experiences like joining him on stage or a private dinner with a famous chef. This is the latest advertising campaign from Heiniken as it looks to solidfiy its' brand. Long gone are days of traditional media, now marketers are using social media like Twitter (TWTR) and Facebook (FB) to reach their consumer. TheStreet's Susannah Lee spoke with Heineken USA's Colin Westcott-Pitt on the future of advertising.