Heineken Unveils Latest James Bond Tie-In Programs

WHITE PLAINS, N.Y. ‘€“ October 25, 2012 ‘€“ Heineken, the number one selling European Lager in the U.S., today announced the details of the next phase of retail and on-premise support around its unprecedented 360-degree activation celebrating the 15 year partnership with the James Bond Franchise. The program is set to coincide with the debut of Skyfall‘„¢, the latest installment in the Bond franchise, in theatres November 9.

Following the release of Heineken’€™s new television commercial ‘€œThe Express,’€ the brand launches the Spysight mobile application. This new generation mobile platform leverages mobile, gamification, and GPS to create live playing fields in participating on-premise Heineken accounts, allowing players 21 years of age or older to join local competitions with the hope of winning prizes, such as movie tickets and more.

‘€œOur 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, VP Trade Marketing and Sales Strategy for HEINEKEN USA. ‘€œIt 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. Ambassadors will engage users and guide them through the Spysight mobile app and sample Heineken (where legal). The Spysight platform digitally tracks competitions via the ‘€œLeaderboard,’€ allowing Ambassadors to present ‘€œTop Agents’€ with rewards and specials at the end of the competition.


This turn-key platform can also be activated by accounts without using Ambassadors. At retail, Bond-themed promotional packaging on 12, 18, and 24-packs of HEINEKEN include unique codes that allow consumers to enter for a ‘€œ1 in 007’€ chance to win a Skyfall movie ticket. The Heineken Draught Keg value-added pack and Holiday themed Heineken Bond display and POS items will encourage shoppers to make Heineken a part of their Holiday celebrations. The custom designed value-added pack includes a 5L Draught Keg of Heineken Lager, two Heineken Star glasses, ten Heineken coasters and one Heineken skimmer. In addition, channel relevant IRC and MIR offers (where legal) will target driving out-of-section displays and larger basket rings for participating retailers.

Daniel Craig is back as Ian Fleming’€™s James Bond 007 in SKYFALL‘„¢, the 23rd adventure in the longest-running film franchise of all time. In SKYFALL, Bond’€™s loyalty to M is tested as her past comes back to haunt her. As MI6 comes under attack, 007 must track down and destroy the threat, no matter how personal the cost. The film is from Albert R. Broccoli’€™s EON Productions, Metro-Goldwyn-Mayer Studios, and Sony Pictures Entertainment. Directed by Sam Mendes. Produced by Michael G. Wilson and Barbara Broccoli. Written by Neal Purvis & Robert Wade and John Logan.


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About Albert R. Broccoli’s EON Productions EON Productions Limited and Danjaq LLC are wholly owned and controlled by the Broccoli/Wilson family. Danjaq is the US based company that co-owns, with MGM, the copyright in the existing James Bond films and controls the right to produce future James Bond films as well as all worldwide merchandising. EON Productions, an affiliate of Danjaq, is the UK based production company which makes the James Bond films. The 007 franchise is the longest running in film history with twenty-two films produced since 1962. Michael G Wilson and Barbara Broccoli succeeded Albert R ‘€˜Cubby’€™ Broccoli and have produced some of the most successful Bond films ever including CASINO ROYALE and QUANTUM OF SOLACE. They recently produced the 23rd film, SKYFALL.
About Metro-Goldwyn-Mayer Inc. Metro-Goldwyn-Mayer Inc. is a leading entertainment company focused on the production and distribution of film and television content globally. The company owns one of the world’€™s deepest libraries of premium film and television content. In addition, MGM has investments in domestic and international television channels, including MGM-branded channels. For more information, visit www.mgm.com .
About Sony Pictures Entertainment Sony Pictures Entertainment (SPE) is a subsidiary of Sony Corporation of America, a subsidiary of Tokyo-based Sony Corporation. SPE’s global operations encompass motion picture production and distribution; television production and distribution; home entertainment acquisition and distribution; a global channel network; digital content creation and distribution; operation of studio facilities; development of new entertainment products, services and technologies; and distribution of entertainment in 159 countries. For additional information, go to http://www.sonypictures.com/
HEINEKEN USA Inc., the nation’s premier beer importer, is a subsidiary of Heineken International BV, which is the world’s most international brewer. European brands imported into the U.S. include Heineken Lager, the world’s most international beer brand; Heineken Light; Amstel Light, a leading imported light beer brand; Newcastle Brown Ale, the leading imported ale in the United States; and Buckler non-alcoholic brew. HEINEKEN USA is also the exclusive USA importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from Mexico. For a safe ride home, download the HEINEKEN USA -sponsored Taxi Magic’„¢ application from your smartphone at taximagic.heineken.com . Please visit www.EnjoyHeinekenResponsibly.com <..:..:..:..:..:Documents%20and%20Settings:feigea01:Local%20Settings:2011:News%20Bureau:Media%20Relations:Press%20Releases:temp:notes758E9C:www.EnjoyHeinekenResponsibly.com>


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