Heineken, the world’s leading premium beer brand, announced Friday a new TV and digital campaign in anticipation of the upcoming release of SKYFALL, the 23rd James Bond adventure, in which Daniel Craig brings his explosive portrayal of James Bond to a Heineken ad for the very first time.
Challenging consumers to defy Bond’s enemies and ‘Crack the Case,’ viewers will be taken on an epic train journey alongside stunning Bond newcomer Berenice Marlohe.
Launching on September 20th, the interactive experience begins where the TV commercial leaves off. Berenice Marlohe invites viewers onto a train before it embarks on a voyage through a spectacular vista of snowy mountains.
During the journey, a series of grueling tests will lead participants to ‘Crack the Case’ while protecting its contents from ferocious Bond villains.
Meanwhile, in celebration of the 50th anniversary of the James Bond film franchise, October 5, 2012 will be Global James Bond Day, a day-long series of events for Bond fans around the world. (Read: Global James Bond Day on 50th Anniversary)
The ‘Crack the Case’ campaign will launch globally on multiple platforms through a combination of a new 60s film (TVC & online) with a personalized interactive experience. This combination of ATL, digital, PR and experiential aims to ensure that Heineken and Bond are able to reach more consumers.
Building on a 15 year relationship with the Bond franchise, the ‘Crack the Case’ campaign takes viewers into a moving train somewhere deep in snow-covered mountains, offering them the opportunity to become secret agents themselves.
Transitioning viewers seamlessly from the TVC, Bond actress Berenice Marlohe invites viewers to help her crack open a mysterious briefcase and outwit the menacing villains – a challenge which encourages a virtual voyage of participation and discovery.
The ‘Crack the Case’ campaign was created by advertising agency Wieden + Kennedy Amsterdam. The TV ad was directed by award-winning Dutch filmmaker Matthijs Van Heijningen Jnr. Full details of the spot will be revealed in time for the September 20 launch.
An exclusive online teaser will be released ahead of the campaign launch to a select group of global Bondsuper fans, incentivising them to watch the spot once it launches and leaving them wanting more.
In addition to exploding conversation across digital, social and owned media platforms, the offline execution of ‘Crack the Case’ will bring the drama of the virtual experience ‘live’ to a broader audience across the globe in October.
Several markets will host Heineken experiences in iconic locations, inviting members of the public to test their nerve, win exclusive prizes and share in the excitement of the global release of SKYFALL in November.
Heineken has developed a relationship with James Bond spanning global partnerships with ‘Tomorrow Never Dies’, ‘The World is Not Enough’, ‘Die Another Day’, ‘Casino Royale’ and ‘Quantum of Solace’.