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WHITE PLAINS, N.Y. — Heineken kicked off its integrated global "Spectre" campaign, a continuation of its 18-year partnership with the James Bond movie franchise.
First up for the promotion is a new ad spot titled "The Chase," which features actor Daniel Craig as James Bond in a high-speed boat chase. The spot hits the digital space first before moving on to television and theaters, according to the company.
In addition, the beer brand also announced a digital campaign featuring the world's first-ever selfie from space, dubbed the "Spyfie."
For the "Spyfie" moment, Heineken has partnered with Urthecast to take ultra-HD imagery using its camera on the Deimos satellite, currently in orbit more than 350 miles above the Earth's surface.
Via a relay of technology, Heineken will take a selfie photograph of lucky attendees recruited from around the world, who will also take part of an exclusive "Spectre" screening event in a secret location in early November.
"In celebration of a partnership spanning 18 years, our "Spectre" campaign is our most innovative ever. The very nature of the Bond film franchise gives us opportunities to take a cutting-edge and pioneering approach that both excites and adds real value to the film fan's experience. By featuring Daniel Craig in our television spot and activating 'Spyfie,' once again we will give fans [21 and over], access to the world of James Bond," said Ralph Rijks, senior vice president of Marketing at Heineken USA.
In addition, an estimated half a billion limited edition Heineken and HeinekenLight bottles and packaging hit store shelves in late September, featuring the James Bond "Spectre" logo. The new Bond-themed bottles also include a scanable logo and codes on each, unlocking free movie tickets in partnership with Fandango, as well as original "Spectre" content.
Heineken's "Spectre" campaign is the brand's largest global marketing platform this year. "Spectre" hits theaters in the United Kingdom on Oct. 26 and the United States on Nov. 6.