Heineken has announced the latest chapter of its global partnership with the iconic James Bond film franchise, launching the new Spectre campaign. This announcement precedes the worldwide release of Albert R. Broccoli’s EON Productions, Metro-Goldwyn-Mayer Studios and Sony Pictures Entertainment’s Spectre this autumn.
Heineken’s integrated Spectre campaign invites consumers into the legendary world of James Bond. Fans are given access to exclusive behind-the-scenes Spectre content, classic Bond films to download, a ground-breaking social campaign, in-store promotions, and local market activations. The new TVC also features Daniel Craig as James Bond.
The campaign builds on a 17 year partnership between Heineken and the Bond franchise that spans seven Bond films, from Tomorrow Never Dies to Spectre.
A new TVC – with an unexpected twist – will be released globally in the autumn, and will be supported by a series of special edition, collectible Bond-themed packs (available in retail stores), each offering fans a chance to open 007’s world.
As the first of two global on-pack exclusives, Heineken will give Bond fans access to a classic collection of Bond films. ‘Goldfinger’, ‘The Spy Who Loved Me’ and ‘Casino Royale’ limited edition packs will gift fans a Bond movie download.
From September, special edition Spectre packs will give consumers extraordinary access to the world of James Bond through never-before-seen official Spectre content. Using their mobile phone, consumers simply scan the logo on each pack to unlock exclusive behind the scenes footage.
“Heineken and James Bond have been worldwide partners since 1997, and we’re delighted to be continuing the relationship with Spectre. Partnering with the Bond franchise enables us to create exciting and cutting-edge integrated global marketing campaigns that bring value to both the film and the Heineken brand everywhere in the world,” Ralph Rijks, senior vice president HEINEKEN USA said.