Heineken’s SkyFall ‘Crack The Case’ Sponsorship

Heineken’s ‘Crack The Case’ spearheads the beer brand’s Skyfall activation and fronts a reported $45m investment in the 23rd James Bond film.

Making the most of Heineken’s extensive rights package, which includes a wealth of Bond benefits from star appearances to product placement, the creative features Skyfall stars Daniel Craig and Bérénice Marlohe taking a film-inspired train journey with a plot that challenges consumers to defy Bond’s enemies and crack the case.

The campaign revolves around digital platforms – particularly Facebook. The social media site’s Bond hub sees consumers/players invited on to the train by the seductive Marlohe and they are subsequently faced with a series of secret agent tests and challenges.

The supporting traditional channel executions, such as TV and print, aim to bring the drama of the virtual experience to life. Indeed, the TV ad, which rolled out from 20 September, ends at the point the interactive experience begins.

It was preceded by an online teaser released ahead of the core campaign launch incentive participation and to drive interest and excitement in both campaign and movie.

This global campaign also sees several select markets host unique Heineken experiences in iconic locations. These events invite the public to test their nerve and skills and offer them the chance to win exclusive prizes and share in the excitement of the film.

http://www.youtube.com/watch?v=UZgksoewf1Y

Crack the Case was developed at Wieden+Kennedy Amsterdam, post production work was carried out by The Mill and Grand Central and digital production by Irresistable Films and media Monks – all working alongside Heineken Global Communications Manager Cyril Charzat and Sandrine Huijgen, global communication director Josefien Olij, global digital manager Lennart Boorsma, global sponsorship director Hans-Erik Tuijt and global sponsorship manager Joost Geurts.

Building on a 15 year relationship with the Bond franchise, Skyfall sees the beer brand step up as one of the principle sponsors of the Bond movie.

“The creativity and progressiveness of the Heineken brand combined with the legendary James Bond franchise will provide viewers with high entertainment values,” said Alexis Nasard, Chief Commercial Officer of Heineken. “Not only a hero, Bond is the ultimate ‘Man of the World’ – confident, resourceful and ready for new experiences, personifying the values of the Heineken brand.”

The role of brand partners in the film’s production was robustly defended by actor Daniel Craig during the pre-film PR drive – he described it as a necessary part of film making these days. “We have a relationship with a number of companies so that we can make this movie. The simple fact is that, without them, we couldn’t do it. Simple as that.”

Comment:

Unsurprisingly, the beer brand Bond tie-up caused something of a stir when it was first announced. Especially among those movie fans who either felt that the movie’s product-placement deals had gone too far in recent years, or those who failed to realise that Red Stripe was a beer sponsor of the very first Bond film Dr No (and, yes, Bond still has his usual shaken-not-stirred Martini in Skyfall (just as he did in Dr No).

After 22 movies generating combined box office ticket sales of $5bn-plus, it is not suprising that big global brands still want to tie up with the movie industry’s most successful and longest-running film franchise.

Indeed, ever since the first film in 1962, brands have been keen to align themselves with Bond. After all, its a close as a marketing director can get to tying in with a sure-fire, gold-plated hit.

When considering the parallel creative approach of activation from Bond sponsors like Heineken some argue that this is less traditional product placement and more sophisticated co-creative partnership.

If handled in the right way, surely there is room for creatively-crafted and finely judged Bond sponsorships as well as the new world of red Bull Stratos brand content creation.

Links:

Teaser:
http://www.youtube.com/watch?v=UQeOc2OoZZc

TVC:
http://www.youtube.com/watch?feature=player_embedded&v=rMj93N6f5TQ

Facebook:
http://www.facebook.com/heineken/app_448213661885294