Heineken Crack The Case

Objective

Launch an interactive marketing experience for James Bond Skyfall film promotion (October 2012), featuring Daniel Craig in his first Heineken branded advertisement. The campaign aimed to create a multi-channel engagement platform that extended the TV spot into an immersive online game, driving brand association with the franchise and audience participation through integrated social and real-world touchpoints.

Solution

The campaign started with a TV commercial starring Daniel Craig and Bérénice Marlohe (Sévérine from Skyfall), followed by an interactive Facebook-based experience. Players embarked on a virtual train journey through snowy mountains, completing missions inspired by James Bond themes to 'crack the case.' Codes were distributed across multiple channels—print materials, online locations, outdoor advertising, and real-time missions—which players could enter on Facebook to unlock personalized interactive video content featuring their own photos integrated into the narrative. The activation included limited-edition aluminum Heineken bottles with UV-reactive Skyfall branding, creating collectible merchandise tied to the 007 franchise.

Results

The Heineken Crack The Case campaign was an interactive digital experience tied to James Bond's SkyFall. No metrics on participation numbers, conversion rates, or sales impact were found in publicly available sources.