East Africa to watch Bond movie first
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Heineken, a key global partner of the James Bond franchise, will deliver the Bond experience to its East African consumers by simultaneously bringing the premiere events of the movie, Skyfall, on October 25 at IMAX in Kenya, Milimani City in Tanzania and Oasis in Uganda, a week ahead of the global release of the movie.
Koen Morshuis, General Manager, Heineken East Africa commented. “We are delighted to bring the exclusive Premiere before the global launch date and to share the Bond experience with our consumers in Kenya, Uganda and Tanzania. Like Heineken, James Bond is a true global property that reaches all our consumers worldwide. Not only a hero, Bond is the ultimate ‘Man of the World’ – confident, resourceful and ready for new experiences, personifying the values of the Heineken brand.”
In addition, they launched a thrilling new TV and digital campaign, in anticipation of the release of the 23rd James Bond adventure, ‘SkyFall‘, and which sees Daniel Craig bring his explosive portrayal of James Bond to a Heineken ad for the very first time. Challenging consumers to defy his enemies and ‘Crack the Case’, viewers will be taken on an epic train journey alongside stunning Bond newcomer Bérénice Marlohe.
The interactive experience begins exactly where the TV advert leaves off, with viewers invited onto a train by the smouldering Bérénice before it embarks on a voyage through a spectacular vista of snowy mountains. Putting viewers through their paces, a series of gruelling tests will lead them to ‘Crack the Case’ whilst protecting its contents from ferocious villains.
During this campaign, Heineken consumers will have the opportunity to win exclusive premiere tickets by participating in activations at various selected nightlife outlets throughout Kenya and on their Facebook page.