Heineken and the James Bond franchise have been partners since 1997, and in its second push of the "Open Your World" campaign, it is taking its biggest plunge yet with a heavy investment in digital with hopes to drive activity through its global Facebook page. If the explanation of "Open Your World" is true, then if one must pair oneself up with a character, it might as well be James Bond. The campaign is set to start around September.
Daniel Craig will star once again as 007 in the next film, "Skyfall," which is set to be released around November. Bond, the man who made the shaken martini famous, has been a part of several Heineken commercials through the years. But the Skyfall producers told Marketing Magazine that the level of collaboration the global campaign will have is "unprecedented."
The campaign, which is led by Wieden+Kennedy, is about recognizing its famous drinkers and appreciating the men who "know their way around and know a fine beer when they taste one." You can see the TV and digital ads on their website, as well as Heineken's Facebook page.
The previous advertisements for in this campaign have yet to feature a man as well known and admired as the James Bond character. No doubt people will come out strongly on both sides of the spectrum once the ads begin to hit. It will be interesting how the two parties manage the Bond brand throughout the campaign. It is true that they've done it before, but with a heavier following digitally now, if the ads don't please the audience base, they will have some nasty staying power.
Until then, we'll leave you with the extended commercial for Heineken's promotion of Casino Royale. The ad was done by agency Strawberry Frog.