Heineken recently created an interactive advertisement to coincide with the release of 'Skyfall,' the latest James Bond film. After connecting their Facebook accounts, participants are submerged into this personalized version of the secret agent's story. It begins with a man in search of a beer at a train station, who soon meets James Bond and Bond Girl Bérénice Marlohe. Marlohe then guides participants through a series of tasks with the goal of cracking a code to open a locked case.
The entertaining, interactive video has hints of humor and nods to past James Bond films, making it an interesting execution for fans of various degrees. The experience is also easily shareable to Facebook and Twitter. Most importantly, the user challenge is intuitive and easy to fulfill. This is key, as many fans who engage with the ad don't necessarily want to read lengthy instructions on how to do so.
As fans of James Bond movies continue to struggle with this particular product placement, it will be interesting to find out how immersive stories like this will impact their perceptions moving forward.