I found an article online called “Heineken Tops 007 Fever”. It talks about the company’s new advertising campaigns linked to the new James Bond movie, Casino Royale. The commercial first showed up on YouTube a few weeks before the movie aired in London on November 14, 2006. There is a 55 country marketing campaign tied to Casino Royale. Many companies want to tie their name to the movie to increase sales and advertising. James Bond popularity gives companies incentive to connect with the film. The movie allows companies to reach a large-scale, international audience.
Also in the article was a little bit about Heineken’s marketing strategies. It is very interesting that unlike other companies, Heineken does not do all marketing with one company. Instead, they use dozens of ad-agencies and give them a template approved by Heineken headquarters. This allows them to support local ad agencies while keeping a somewhat uniform add. This technique, combined with the James Bond ties, gives Heineken the best of both worlds when it comes to marketing. The company’s technique is very smart because they support companies locally while working towards appealing to a much more global audience.
-Whitney Kamin
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