Heineken Unveils Next Phase of James Bond Partnership
WHITE PLAINS, N.Y. -- In celebration of its 15-year partnership with the James Bond franchise, Heineken released details on the next phase of its 360-degree activation supporting "Skyfall," the latest installment in the Bond franchise, coming to theatres Nov. 9.
Following the release of Heineken's new television commercial "The Express," the brand is launching the Spysight mobile application (app), a new platform that leverages mobile, gamification and GPS to create live playing fields in participating on-premise Heineken accounts. The application allows players 21 years of age or older to join local competitions to win a series of prizes, including movie tickets.
"Our through-the-line Heineken Bond activation is the first program to leverage a mobile application to create live playing fields in participating on-premise accounts," said Kheri Tillman, vice president, Trade Marketing and Sales Strategy for White Plains, N.Y.-based Heineken USA. "It represents a new generation of bar games that offer on-premise operators exciting new ways to drive traffic to their account, engage patrons and increase sales of Heineken Lager."
On-premise, local sales teams, armed with premium kits containing Heineken Spysight support materials, will activate competitions at participating accounts. These ambassadors will engage users and guide them through the Spysight mobile app, which digitally tracks competitions via the "Leaderboard," allowing the ambassadors to present "Top Agents" with rewards and specials at the end of the competition.
At retail, Bond-themed promotional packaging on 12-, 18- and 24-packs of Heineken include unique codes that allow consumers to enter for a "1 in 007" chance to win a "Skyfall" movie ticket.
In addition, the Heineken Draught Keg value-added pack and holiday-themed Heineken Bond display and point-of-sale items are designed to encourage shoppers to make Heineken a part of their holiday celebrations. The pack includes a 5-liter Draught Keg of Heineken Lager, two Heineken Star glasses, 10 Heineken coasters and one Heineken skimmer.
Channel-relevant offers (where legal) will target out-of-section displays and larger basket rings for participating retailers.