Heineken to use James Bond to stir the digital conversation

Heineken is to feature Daniel Craig as James Bond in the next phase of its ‘Open Your World’ campaign, following an extension of its long-standing sponsorship with the movie franchise that will see the launch of what the brand calls its “biggest activation of 007 ever.”

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The campaign, which will be shown in more than 170 countries worldwide, will launch in September to support the release of Skyfall, the sixth consecutive movie that Heineken has sponsored.

It marks the first time that the character will appear in the brewer’s advertising since it first signed as sponsor of the franchise in 1997.

Activity will revolve around digital platforms, Facebook and Google, both of which the brand has global partnerships with, as it looks to make the social network the hub of all its conversations online.

Hans Erik Tuijt, global brand activation manager at Heineken says that rather than try and make the brand fit into the world of the films, the latest campaign will see the brand make the James Bond character fit into the world it has built over the last 18 months from its ‘Open Your World’ campaign.

He adds: “We’ve developed the “Man of the World’ premise through past activations and if there was any character to fit into this platform and be associated with this idea, it’s Bond.”

The campaign marks the third in a series of ads from the brand, including The Entrance and The Date, to develop long-term relationships between its consumers on digital space and social media.

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