Heineken to take selfie from space in 007 campaign

Daniel Craig will feature in exclusive content available through scanning Heineken products
Daniel Craig will feature in exclusive content available through scanning Heineken products

Heineken is to host an exclusive screening of the new James Bond film, Spectre, where attendees will be able to have their selfie taken from space.

The experiential activity forms part of Heineken’s integrated campaign surrounding the latest in the 007 franchise, which is due for release in the UK on 26 October.

Those in attendance at the screening will be recruited from around the world and invited to a secret location in early November. The brand has partnered with Urthecast – a company that operates high definition cameras 600km above the Earth on the Deimos satellite – to take the hi-tech selfie.

The image, dubbed the 'Spyfie', will be sent as a bespoke file to attendees’ mobile devices for sharing on social media.

Heineken revealed a new TV ad to promote the campaign on Monday (21 September), and it will also be giving fans access to exclusive Spectre intel via its products. Consumers will be able to scan the Heineken logo on special edition bottles, cans and packs to unlock content from James Bond himself, Daniel Craig, and behind-the scenes footage.

David Lette, Heineken brand director, said: "In celebration of a partnership spanning 18 years, our Spectre campaign is our most innovative ever.  The very nature of the Bond film franchise gives us opportunities to take a cutting-edge and pioneering approach that both excites and adds real value to the film fan’s experience.

"By featuring Daniel Craig in our TVC and activating Spyfie once again, we will give fans access to the world of James Bond."

More: Documenting the selfie - why brands opt to include it in their activations

In pictures: Heineken transforms Somerset House into rugby stadium

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