Heineken’s tie-up with forthcoming James Bond film Skyfall has moved up a notch ahead of the movie’s imminent release.
Fans of the Dutch beer brand are being invited to take a 007-style challenge via an interactive online video campaign starring Daniel Craig and Bond girl Berenice Marlohe.
Viewers are taken on a train journey and asked to Crack the Case in a game that pays homage to past Bond films.
Incorporating social media into the campaign, viewers can connect their Facebook page to the video, which pulls their profile picture to place them at the heart of the on-screen action.
At the end of the action-packed sequence, the players earn themselves a virtual Heineken from Bond and mysterious briefcase from the girl.
The game is part of Heineken’s partnership with the James Bond franchise, which will see 007 drink the beer in Skyfall instead of his favourite vodka martini.
As part of the multi-channel marketing strategy, Craig appears in a TV ad and his image is used for an on-pack promotion.
“James Bond is a perfect fit for us,” explains Lesya Lysyj, the firm’s chief marketing officer. “He is the epitome of the man of the world.”