Last week I was given a half eaten flipper from a lady dressed in a wetsuit while at the office! The offer attached to the flipper was to find a hidden code in a briefcase placed in a shark tank. The promo was for Heineken’s new James Bond #CracktheCase campaign.
The campaign is a very localised version of a global push by Heineken to coincide with the release and it’s sponsorship of James Bond’s Skyfall.
People are challenged to crack codes for 12 missions that have been posted to Facebook ( Click here to try it out ). The codes are hidden at a mix of real world locations and events, as well as online. Once a code is found people can SMS it to 45192 and stand to win an iPad, and get an entry in to the grand prize draw for a James Bond experience in London for four people worth R1 million.
Great localisation of a global Heineken event. Well done M&C Saatchi, Cape Town.