The future of branded entertainment? The name’s Brand. James Brand
So Wieden + Kennedy Amsterdam emailed a link to this about an hour ago. It’s an amazing tie-up between Heineken and the new James Bond movie Skyfall.
And I’m reasonably certain I’ve just watched the Grand Prix winner in the Branded Entertainment Lion category at Cannes next year.
It’s got everything: Daniel Craig, the cool guy from the recent Heineken work, gaming, transmedia, entertainment, Facebook integration.
It’s also hard to tell who’s got more to gain from this project: the movie or the drink.
Fabulous. Give it a go…
you are an idiot. this “article” (in quotes because it’s so short, not because it’s pathetic and shit, which it is) is awoke. you suck and should die. do some fucking research next time. Bond has been doing Heineken ads with the release of every film for fuckin decades. You are going to fail as a journalist if you don’t have the basic cop on to use google to find that out. This is not the beginning of some sort or commercialization. I hope you get AIDs and cancer. Fuck off and die. idiot
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Agreed – very cool indeed
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Amazing amount of work in this but I found it kind of tedious.
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Hi Simon,
C-a-l-m. D-o-w-n. It’s only marketing.
The impressive bit is the gamification by the way, not the brand tie in.
Cheers,
Tim – Mumbrella
Whoa Simon… 10:49pm a bit late and one too many Capriosca’s?
translating what you say into un-angry tirade language… you are right…
Bond movies are the standard for Brand Placement case study… Beer, cars, phones, watches, clothes, Walther PPKs… everything…
and this integration takes it to the next level… Heineken are creative at involving an audience. And it’s james Bond… and we all secretly want to be him.
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Simon probably needs a Heineken.
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Simon woke up with the grumpy bug on his shoulder.
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Hey Tim,
At the risk of sounding like a tosser, gamification is not about the creation of games. Gamification is the use of game thinking and game mechanics to get a consumer to take an action in your favour when all other factors are mostly equal. That isn’t to say that creating games isn’t a great idea, it just isn’t gamification.
This word gets bandied about all the time but more often that not it is used in the wrong context.
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Could someone report Simon to the Daily Tele please?
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At the risk of a agreeing with Simon, this article is very poorly researched.
It has been well documented that Ian Flemming was one of the first to feature product placement of brands through out his books. From Dr No in 1962, when his tastes were reflected in his brand of cars, drinks, guns, etc.
With the release of film in March 1963, there had already been careful licensing agreements in place with drinks, tobacco, car and men’s clothing. So ‘branded entertainment’ was alive and kicking 49 years ago.
Sadly, this article is no more than a rush to post something first, and I think that is what really got Simon going…
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Ohhh Simon….why so much hate.
Chin up Tim, don’t listen to him
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Simon = Media Troll- the worst type of media/advertising folk
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Internet Police – he’s our lead feature writer.
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Simon,
You’re all class.
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Simon, why don’t you either drop off or provide some intelligent and constructive analysis.
Do you really think condemning someone with death behind a mask will earn you respect – you’re lame and a coward.
And the real idiot.
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A rush to post first? That would explain the (F)lemming spelling…
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Am I missing something? There isn’t anything in this article referencing the fact that the relationship between Heineken and Bond is new, or that product placement in Bond is a new concept. Lets just take it for what it is shall we, a really nice, clever bit of communication leveraging both the brand and the movie.
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Love the photo insertion, which is done with a frame-by-frame pre-rendering tool, as seen here http://vimeo.com/36097321#
If any award is won perhaps the guys at Famous Group should get it as it’s their idea?
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Dylan and Simon, whats your issue?
Nowhere in the post did he say this is the first time Heineken have partnered with Bond, nor did he say this is the first time Bond films have used product placements. So essentially your comments serve no purpose but to troll and/or flex your knowledge muscle…
The article is simply designed to tell an audience who would be really interested in this kind of thing that it exists….
Job well done in my opinion…..
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lol @ simon
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http://i472.photobucket.com/al.....nvalid.jpg
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The commercial tie ins with every new Bond flick always make go out and buy the latest Walther 9mm. Hmmm, PPKS is the new one. Simmy, wanna play Russian roulette with me? You can go first.
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was the girl in the red dress wearing underwear?
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Seriously Tim, please don’t post such distasteful rants as that from Simon. Just report the prick.
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Why, why, why, there’s so much hatred in the online world? All that just for a post on a great website… People like Simon should really really look for help. It`s so much easier and nicer to have a thoughtful debate than just attack people for free. Sad.
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Yo mama Simon, yo mama.
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This Simon thinks that’s a pretty impressive piece of content.
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In Australia Heineken is being brewed under license. Sadly, for Australian’s drinking this localised version, erm, ooooooh, how can I explain it?
– IT TASTES OF CATS PISS when you compare it to the European brewed Heineken!!!!!!!!!!!
Dear Heineken,
please stop killing your brand in Australia. Lets face it, if the product is broken then it doesn’t matter how much money you throw to James Bond. (Rather like Vodafail spending millions on sponsoring the cricket only to lose nearly 400k customers in 3 months for their poor reception…)
If you do not believe me? Go out and but an imported bottle of Heineken and an Aussie brewed version. You should tell the difference simply from smelling the two (the European import is far more hoppy = nicer).
The crazy thing is I bought a case of imported Heineken for $40 the other day. (In the same bottlo the Aussie made version (cr@p one) was $50)??????????????
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go out and “BUY”…
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Amazing how something can wind you up so early on a Monday Simon, looks like you are in for a shocker of a week if you carry on like that.
Heineken have played with gaming previously (RWC 2003 “Live Kick” anyone?) so it’s not new but it’s a different play on what they did before so you could say they are evelving their strateg,y so positive.
Lets be honest, it’s James Bond and therefore cool so good work team.
Simon – grab yourself a Heineken fella and look outside, the sun is shining mate so lifes not all bad.
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PS – apologies for the lack of spell check, bad form.
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Should we wait and see what impact it has before branding it an award winner? Or is that just naiveté on my part.
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The best marketing? The song is Kiwi born, Sydney based Gin Wigmore’s new single “Man like that” – released in the States about a week ago, and she’s singing it in the clip. Talk about an awesome way of marketing your new album globally – that’s the real marketing scoop……
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I won’t go off like Simon but it is a bit stupid isn’t it? You sort of click on two semi-hidden suitcases and that’s it. It looks like one of those things we all like for whatever reason, but I think civilians will all be a bit “whatever”.
And seriously, I mean, personal prejudice and all, but wouldn’t you have to have something wrong with you to actually stop what you were doing in your life to upload your own face to an ad? Come on.
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The public outcry over Bond drinking a Heineken in the latest James Bond movie Skyfall is outrageous. Bond doesn’t only drink Vodka people. In fact Heineken was his beer of choice in Goldfinger. It’s true that James Bond has a serious drinking problem though, and it would seem beer is the least of his problems. The secret agent’s desire for a Scotch and Soda was lost in the production of the movies but it is the mixed drink he has most often in the books (a total of 21 times). I hardly think a cheeky Heineken to celebrate his 50 years of movie making is a criminal offence.
If we ever needed any proof of Mr Bond’s penchant for beer, we only have to look at the below photo of the great man taking in a few Jamaican Red Stripes after escaping Dr No’s ridiculous plan of world domination.
http://24.media.tumblr.com/tum.....o1_500.jpg
The shameless product placement of Heineken is in fact going to pave the way for a greater movie. MGM raised in excess of $45 million from product placement for Skyfall, which was all invested into the movie’s budget (mind you, this is more than double the previous product placement record held by the film Minority Report). But this isn’t new for Bond. Over the last 50 years MGM have partnered on Bond films with multiple corporations from; Mattel, 7UP, Samsonite, Kodak, Calvin Klein, Norelco, Sony Erricsson, British Airways, Virgin Atlantic, Ford, Jaguar, Revlon, Rolex, and Omega. Bond’s been driving Aston Martins since Goldfinger, with the occasional dalliance in a BMW. He crashed through a British Airways billboard in Moonraker and through a Perrier truck in Goldeneye. And in 2002, for Die Another Day, he switched to Finlandia Vodka. If beer pays for better Bond movies, then we should all be in praise of beer.
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It’s clever, but there’s no skill involved – probably a good thing considering how quickly people would lose interest if there was anything hard involved.
It is produced very well and the ability to not provide details (photo/Facebook id) is a good plus as it allows anyone to participate.
The upfront requirement to enter birthdate was a little confronting and ‘stopping’. A good solution would have been to integrate this into the story experience and bifurcate the storyline into one for young people (with a general product substituted for beer) and one for older people – wow advertising that works for TWO brands, how innovative that would be 🙂
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