Quantum leap in Bond giveaways

31 October, 2008

Heineken is launching an exclusive off-trade promotion to mark its association with the latest 007 blockbuster Quantum of Solace.

As part of the brand's global partnership with the film,

Heineken is releasing a 007-themed

text to

win

competition to promote its Draught keg innovation.

The promotion will coincide with the UK release of the Quantum of Solace today (Oct 31)

.

Heineken will

give away a DVD of the previous Bond

hit, Casino Royale, every 60 minutes for 60 days

and will offer

consumers the chance to win a weekend in Monte Carlo.

The nationwide

campaign will be promoted via 80,000 tagged Heineken Draught kegs and will be available across all off-trade channels while stocks

last.

The launch

will be backed by heavyweight marketing support, which includes a Bond-style radio commercial, high impact print and outdoor advertising and the creation of a bespoke website and WAP site.




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COMMENT

Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle ľ which makes it especially galling that we spend so much time divided over it.

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