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In celebration of its 15-year partnership with the James Bond franchise, Heineken has released the details of the next phase of its 360-degree activation supporting “Skyfall,” the latest installment in the Bond franchise, in theatres Nov. 9.
Following the release of Heineken’s new television commercial “The Express,” the brand launches the Spysight mobile application, a new platform that leverages mobile, gamification, and GPS to create live playing fields in participating on-premise Heineken accounts. The application allows players 21 years of age or older to join local competitions to win a series of prizes, including movie tickets.
“Our 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 White Plains, N.Y.-based Heineken USA. “It 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 which digitally tracks competitions via the “Leaderboard,” allowing Ambassadors to present “Top Agents” with rewards and specials at the end of the competition.
At retail, Bond-themed promotional packaging on 12-, 18-, and 24-packs of Heineken include unique codes that allow consumers to enter for a “1 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 are designed to encourage shoppers to make Heineken a part of their holiday celebrations. The pack includes a 5-liter Draught Keg of Heineken Lager, two Heineken Star glasses, 10 Heineken coasters and one Heineken skimmer. In addition, channel relevant IRC and MIR offers (where legal) will target out-of-section displays and larger basket rings for participating retailers.??
Heineken USA Inc. is a subsidiary of Heineken International BV, the world's most international brewer. European brands imported into the U.S. include Heineken Lager, Heineken Light, Amstel Light, Newcastle Brown Ale, and Buckler non-alcoholic brew.