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The logo on the Spectre bottles can be scanned to unlock exclusive James Bond content |
A limited-edition Heineken bottle based on the new James Bond film Spectre is now available in travel retail channels as part of the brand’s latest global marketing campaign.
The Spectre campaign also features a new TV commercial featuring Daniel Craig as James Bond in a high-speed boat chase, as well as a digital campaign based around what Heineken is calling the world’s first-ever selfie from space – the ‘Spyfie’.
The logo on the Spectre bottles can be scanned to unlock exclusive James Bond content, including behind-the-scenes footage from five film locations: Mexico City, Rome, London, Austria and Morocco.
Heineken said the campaign was its largest global marketing platform of 2015. The commercial, which uses Spectre cinematographers and stuntmen to ensure the action sequences are authentically Bond, will be launched mobile-first via Facebook, and will be shown on TV and cinema screens worldwide 24 hours later.
The central element of the digital campaign is the ‘Spyfie’, for which Heineken has partnered with Urthecast to take ultra HD imagery using its camera on the Deimos satellite, currently in orbit 600km above the Earth’s surface. The selfie is of attendees of a Heineken exclusive Spectre screening event held in a secret location. The Spyfie content will be bespoke for each attendee of the experiential event, and will be sent to their mobile devices for use on social media, according to the brand.
Heineken Global Duty Free Manager Sean McNaughten said: “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 TVC and activating Spyfie once again we will give fans access to the world of James Bond.”
https://youtube.com/watch?v=vuMvhJaWIUg
