NEW YORK -- Ahead of the worldwide release of the latest installment in James Bond movies, Heineken USA today announced the latest chapter of its global partnership with the iconic film franchise.
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 television ad campaign 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 TV commercial will be released globally in the autumn and will be supported by a series of special edition, collectible Bond-themed Heineken packs 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.
"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," said Ralph Rijks, senior vice president, Heineken USA.
Additional campaign details will be revealed closer to the premiere of the film.
"Spectre," from Albert R. Broccoli's Eon Productions, Metro-Goldwyn-Mayer Studios and Sony Pictures Entertainment, is directed by Academy Award winner Sam Mendes and stars Daniel Craig, who returns for his fourth film as James Bond 007.
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