Fans will be given access to exclusive behind-the-scenes to content from the next Bond movie, Spectre, along with classic Bond films to download, a social campaign, in-store promotions, and local market activations.
The new TVC also features Daniel Craig as James Bond.
The campaign builds on a 17-year partnership between Heineken and the Bond franchise that spans seven Bond films, the company says, from Tomorrow Never Dies to Spectre.
A new TVC will be released globally in the autumn, and will be supported by a series of special edition, collectible Bond-themed packs (available in retail stores).
As the first of two global on-pack exclusives, Heineken will give Bond fans access to a classic collection of Bond films. ‘Goldfinger’, ‘The Spy Who Loved Me’, and ‘Casino Royale’ limited edition packs will gift fans a Bond movie download.
From September, special edition Spectre packs will give consumers access to the world of James Bond through never-before-seen official Spectre content, the company says. Using their mobile phone, consumers can scan the logo on each pack to unlock exclusive behind the scenes footage.