The marketing drive begins next month (September 29) when the brewer debuts its Skyfall spot, the latest instalment in the brewer’s ‘Legends’ series.
It will feature Daniel Craig’s James Bond as Heineken’s ‘Man of the World’ character and marks the first time that the spy will appear in the brand’s advertising since it signed as a sponsor of the franchise in 1997.
The spot will be supported by Facebook and Google activity as well as an on-pack competition which fans can enter for a “1 in 007” chance to win Skyfall tickets. That effort will include Bond-theme promotional packaging on 12-, 18- and 24-packs of Heineken beer. The brewer will also roll out promotions in pubs and clubs over the next several weeks as part of the push.
Heineken says the move marks “phase one” of the “biggest ever 007 activation” in its 15 year association with the series and adds that its main is aim to drive incremental sales of the beer leading up to the film’s release.
It is likely to follow the initial burst of marketing with further activity on its Facebook page as well as promotions around the film’s home release early next year.
The brewer first revealed details of the tie-up, which will also see Bond drink the beer during the film, earlier this year when it said the sponsorship push would act as the next part of its ‘Open Your World’ campaign.
Heineken is also planning to roll out further activity later this year as part of the franchise’s 50thyear anniversary celebrations.
The campaign will run alongside Bond-themed campaigns from fellow sponsors including Coca-Cola and Honda. The former is readying a marketing blitz including TV, PR and outdoor activity to mark its Coke Zero brand’s partnership with the movie after signing a new deal with the franchise’s owners EON productions.
Honda is launching its sponsorship campaign next month to showcase it first partnership with James Bond, that will also see the brand’s motorbikes appear in the film.