The idea was quite simple: take the first selfie from space. But the campaign and R&D surrounding this feat were infinitely more complex. There were several components: a social campaign encouraging influencers to share their Spyfies, a mobile logo scan site for Bond-themed Heineken bottles, a huge event held in Vegas with a finale at the Hoover Dam and a cinematic documentary capturing everything.

The Spyfie day had to be mysterious and Bond-like. Influencers were raced out to the Hoover Dam—chosen because of the satellite’s coordinates and its event-worthy location. As the sun rose behind the guests, they were ushered to a platform that looked like the top of a giant Heineken bottle. Dave Bautista told everyone to look up and smile for their selfies.

At 9:46 am, satellite cameras scanned the area and converted the data into an image, successfully completing a challenge in timing, selfies and ... space.

Influencers from around the world received a pre-paid SONY Xperia Z5 phone—just like Bond—that became their 48-hour lifeline, making sharing easy. This “spy phone” gave them instructions about the event and received their Spyfie after it was taken.

Over two days, they enjoyed an emerald-lit tub filled with Heineken, a sunrise desert trip in dune buggies, a selfie from space and the long-awaited premiere of Spectre (with acrobats, DJs, after-party and after-after-party, as agents do).

The Spyfie day went as follows:

9:46 AM:

The satellite’s “capture window” focused on the location.

10:00 AM:

Helicopter aligned with angle of the satellite, shooting wide shots at 3000ft, then

lowering to 600ft to capture close-ups of the 200+ guests.

12:30 PM:

Mega-resolution satellite images were downlinked from space and helicopter images retrieved.

Guests received Spyfies—from a unique link sent via SMS—by the end of the Spectre premiere.

We leveraged over 200 key influencers from all over the world to help us relay our message and ensure it was on tone for our Millenial audience. We also featured David Bautista, lead bad guy in the 007 film as one of the influencers to give it an edge, keep it on tone and provide greater reach for the event. Five of the pieces of content were featured in Instagram’s “Top 10 Most Engaged with Content,” and the event was written about over 100 times by key media outlets such as Mail Online, Hypebeast, LAD Bible, Highsnobiety and the Media Guardian.

With targeted global media and influencers in attendance, plus selected local media and influencers from key markets to help spread the word locally, the promotion had a total reach of over 20 billion and the event itself generated over half a million engagements on Instagram.