Sony’s Experia acro S Skyfall Promotion.

I’m always amazed at the amount of money that gets spent on advertising promotions. I’m not against it, I’m just kind of amazed by it. For example, Sony’s promotion of the new waterproof  Xperia acro S smartphone on the opening weekend of Skyfall in Stockholm Sweden. I can’t tell how many phones were given away in this video, but I bet everyone in the theater got one. Pretty, pricey but not  a bank breaker for Sony.

What I really like though, is the integration with the on screen component. Sony could have simply given the phones away to theater patrons, but instead they tied it into a James Bond themed event that required participation from the theater goers. Once again, not cheap, but still probably less expensive than a media buy of 30 second TV spots. What would be interesting to see is the results of how many people switched to the Sony phone over their current phone, and how much media coverage this received post event. In 2 weeks the YouTube video has had 175,000 views. Not bad advertising ROI overall.

“Crack the Case”. Heineken and James Bond’s “Skyfall”.

With the launch of the new James Bond movie “Skyfall” right around the corner, Heineken has launched an interactive social media campaign on Facebook. The social ad features a very high production commercial staring Daniel Craig, and involves an elaborate train ride through a snow filled European countryside.

The commercial is directly tied to an interactive game on Facebook that encourages participants to search for clues involving a mysterious briefcase, a bond girl, and nasty villeins. In typical fashion, the Facebook ad will ask to access your profile information, and probably flood your wall and timeline with all sorts of plugs for the beer and the movie.

Developed by Wieden & Kennedy Amsterdam, and shot at Shepperton Studios in the UK, the campaign includes references hardcore Bond fans will love including replica Bond film props used through the 60 second spot. The interactive component of the campaign, includes things like the Spectre ring from “Dr. No,” the Zorin industries and Spectre logos and the Faberge Egg used in “Octopussy” and many more items.

Oh, and in case you are wondering. The song featured in the spot is “Man Like That” by New Zealand singer-songwriter Gin Wigmore. You can get the song right here on Amazon.