Our MOTW idolize James Bond for showing them the mysterious, glamorous life of an international super-spy is really like. For them, Aston Martins, R&D labs and unique gadgets might be out of reach, but they represent aspirational social currency that is universally desired amongst the target. What we realized was that those “toys” enable are experiences others envy – and the key to unlocking a little bit of James Bond. MOTW may not be able to access James Bond’s host of gadget on their own, but Heineken could help them out.

To create the most epic selfie in history, we partnered with innovator UrtheCast to use its high-resolution satellite camera and its ultra-high definition video camera mounted on the International Space Station, orbiting 600km above Earth.

In order to win an opportunity to take a #Spyfie, users had to upload a picture of themselves answering a challenge about what gear would they take on a James Bond mission and tag their entry with #Spyfie.

As everything ‘Bond’, the event was exclusive for only 200 VIPs who won the chance to take a selfie that was out of this world.

We also created a film showcasing the SPYFIE experience, and seeded it online in contextually relevant Bond/MOTW content. With support in TV, Digital, Print, OOH and cinema we were also able to tailor communications and timings by market to ensure they resonated locally and amplified interest.

Our epic, world-first selfie ignited the imagination of Bond-admirers everywhere. Engaging media and social influencers propelled conversations, generating mass earned coverage, including 40,000 editorial media items globally through PR with content from our influencers making it onto Instagram’s top 10 ‘most engaged with’ content. In total, our influencer strategy paid incredible dividends, accounting for 30% of our total reach and 25% of total engagement.

The scale of the campaign was truly extraordinary, with 900 million impressions delivered across all channels. In just 13 weeks the campaign achieved: 191.6 million views (paid and earned) across all video assets (TVC, Spyfie teaser and our final SPYFIE film). The TVC quickly achieved the largest global online exposure for any Heineken TVC! And our SPYFIE film attracted 7.63 million views alone (paid and earned).