Dans une interview publiée, ici, par le site américain Marketing Dayly, je trouve enfin la réponse à cette question. La Directrice Marketing US, argumente sur ce partenariat qui pouvait paraître étrange aux yeux des fans de James (dont je suis)...
Why is Heineken’s relationship with the James Bond franchise the perfect match? How did you build on that relationship in the latest Bond movie, "Skyfall," and across media through your Crack the Case campaign?
A. James Bond is
the ultimate man of the world. He’s the perfect representative for Heineken,
particularly in the U.S., because he’s appealing to the American consumer. In
"Skyfall," we wanted to have more involvement, but we had to make
sure that James Bond had a more natural interaction with the brand. That’s why
you see him having a beer at a moment when you would have a beer, as opposed to
a martini. There was a lot of buzz before the movie was released because people
were worried about the brand not being incorporated the right way. I think we
did it right. You can’t force product placement; it has to be done in a natural
We used the Bond character for all it was worth in our integrated Crack the Case campaign. It worked all the way through the line, from the movie to the TV ad to retail. What I liked most about our TV spot was that Bond wasn’t the hero; he wasn’t the man of the world. That was a very conscious decision on our part. We also used this opportunity to really drive sales at retail. That was probably our biggest win. In the U.S., we had Bond graphics on our packaging, we gave away tickets inside cases of beer, we developed an on-premise mobile game, and more. It was a home run for us.
On est bien obligé de constater que les résultats présentés (au moins dans les actions sur le terrain) sont impressionnants.
Et comme la stratégie de Heineken sur le marché US est justement de surprendre et d'oser unton décalé dans sa communication, le partenariat à l'occasion de Skyfall a certainement surpris les consommateurs. Surprendre et innover par le choix des partenaires...
Merci James !