James Bond Spectre’s Promotion

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Title

James Bond Spectre’s Promotion

Advertiser:

Land Rover

Year:

2016

Source:

Kinetic

Product Category:

Auto & Auto Services, Entertainment / Culture / Leisure

OOH Format:

Outdoor

Country:

China

Objective:

As a partner for Spectre, the 24th James Bond movie, Land Rover commissioned Kinetic to promote the luxury driving experience of their RR/RRS models upon theatrical release.

Target Group:

Adults / Moviegoers.

Strategy and Media Used:

On the premiere date, Uber users could order RR/RRS cars taking them to the theater. The adrenaline-fueled experience did not only consist in riding the luxurious models; to the passenger’s surprise, Uber drivers were dressed and acting as “Mr. Bond” himself, taking the car off track and racing against bikers. Footage of the Uber trips with “Mr.Bond” was posted across Jaguar, Land Rover and Spectre social channels so the moviegoers could share their adventure with friends.

Results:

The campaign garnered over 41.6M impressions and collected thousands of leads from potential customers in just three days.