Heineken Launches “Spectre” Campaign

Ahead of the worldwide release of Albert R. Broccoli’s EON Productions, Metro-Goldwyn-Mayer Studios and Sony Pictures Entertainment’s Spectre this autumn, Heineken announces the latest chapter of its global partnership with the James Bond film franchise.  Heineken’s integrated Spectre campaign is designed to invite consumers into the  world of James Bond. Fans are given access to exclusive behind-the-scenes Spectre content, classic Bond films to download, a social campaign, in-store promotions, and local market activations, company officials say. 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 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 access to the world of James Bond through never-before-seen official Spectre content, officials add. Using their mobile phone, consumers scan the logo on each pack to unlock exclusive behind the scenes footage. Ralph Rijks, senior vice president HEINEKEN USA says, “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 brings value to both the film and the Heineken brand everywhere in the world.”  Additional campaign details will be revealed closer to the premiere of the film.