Scottish & Newcastle UK is marking the link-up between Heineken and the new James Bond film with an off-trade promotion.
As part of the brand’s global partnership with Quantum of Solace, the 007-themed text-to-win campaign in the UK is promoting its DraughtKeg take-home keg product.
It is offering the top prize of a Bond lifestyle weekend in Monte Carlo for two. It includes three nights at the five-star Metropole hotel, entry into Jimmyz nightclub and entry for two to Monte Carlo Casino, with €100 in chips for gambling at a casino, topped up with £1,000 spending money.
The text-to-win prize draw also sees a DVD of the previous Bond blockbuster, Casino Royale, given away every 60 minutes for 60 days.
To enter, people have to text the word “keg” and their birth date to a shortcode. It ties in with the film’s general release in cinemas today (October 31) and runs until December 12.
The promotion is being promoted via 80,000 tagged Heineken DraughtKegs and available across all off-trade channels while stocks last. It is 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, at www.heineken.co.uk/007, and a WAP site at http://keg.ymogen.net.
Olga Rubanovskaya, Heineken brand manager at Scottish and Newcastle UK, said: “This is Heineken’s fifth consecutive global partnership with Bond, and the Heineken DraughtKeg promotion is part of a wider marketing campaign designed to enable consumers to experience the premium, stylish and international world of James Bond.
“This promotional activity will provide retailers with the opportunity to benefit from the huge consumer excitement around the launch of Quantum of Solace.
“The Heineken DraughtKeg is our latest innovation for the off-trade and the addition of the Bond on-pack promotion will encourage trial and create further demand for this product.
“We know that the DraughtKeg product also appeals to gadget-lovers, which is something that really fits in with Bond.”