Heineken set to seek a high with James Bond's Skyfall
The product has been making the right noises at the right places to make itself quite visible
Heineken refreshes the parts other beers can't reach' is a famous tag-line for the legendary beer Heineken. And Heineken along with its joint venture partner Vijay Mallya-owned United Breweries is pulling out all stops to make this super-premium beer a good success in India.
Ever since its launch in during August 2011 here, Heineken has been making the right noises at the right places to make itself quite visible in the marketplace it has chosen to be and the campaign managers of Heineken are set to take the promotions to the next level to leverage on the ensuing next movie of James Bond franchise - Skyfall. A series of television and online media campaigns are being unleashed to involve its target audience in an actual cracking the code contest along with the latest Bond girl - Bérénice Marlohe.
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, providing them with the opportunity to be a secret agent themselves. "Transitioning viewers seamlessly from the TVC, Bond actress Bérénice Marlohe tantalises viewers by inviting them to help her crack a mysterious case and outwit the menacing villains - a challenge which encourages a virtual voyage of participation and discovery," Heineken said in a statement.
This is among the many campaigns that Heineken is activating in India which succeeds its association with Zoukout, which is one of the largest outdoor dance music festival in Singapore. The Dutch brewer has activated HeinekenLive Access – a retail promotion that gives consumers a chance to win ‘Live Access’ to Heineken Music events around the world for this event which will be held during December. In continuation of the brand’s association with music and its ‘Open Your World’ positioning, this promotion gives Heineken consumers a chance to win VIP Access to ZoukOut Singapore.
Prior to this, Heineken has been actively involved with 'Submerge Goa' party for New Year's eve at Goa's famous pubs. Heineken has also introduced its famous - 'Heineken Green Room' in India, which is a series of exclusive events showcasing international dance music artists with interesting music.