Casino Royale's Campaign is a Royale Flush



As their campaign keeps growing, Casino Royale has been said to be the “world most expensive commercial in the world” says may sources, with tons of new Sony products like the new Sony Erickson phone, the Vaio, and the Cybershot. Smirnoff teams up with Casino Royale for a commercial. (But Heineken did too???) Although i couldn't find the commercial for you all to view, i found that the campaign as a whole was far more intresting; the commerical was a typical product tie-in to a movie,commercial. The integrated campaign, however, is very impressive.

After the long awaited four year leave of absence, Bond is back and he’s got Smirnoff as his choice of vodka or his famous ‘shaken not stirred’ martini since the very first movie. "Smirnoff vodka and James Bond are a perfect match," says Keith Gillespie, Director for Smirnoff Canada. "Both are smooth, totally original and mix well with others," he says. They have been associated with each other for more than forty years, and this alliance will engage an entirely integrated global media campaign.
Smirnoff is shaking things up with their new promotional partner, Sony Picture Entertainment’s new 007 film, Casino Royale. This film will have a smaller roster of promotional partners than the last couple of product-placement heavy Bond pictures, eight to be exact. "We have fewer marketers by choice," says Mary Goss Robino, senior vice president, global marketing partnerships. "We work hand-in-hand with them to make sure everything fits with the brand and the character James Bond”. And they will have even fewer marketers this time, in order to “help promote an upscale image for a vodka brand, says Mark Breene, Smirnoff VP. "Bond is known as having discerning taste," he says. Planning to drive sales geared for the holidays, December is Smirnoff’s biggest month.
In addition to the product placement in the flick, it has a TV advertisement with Bond breaking a bottle of Smirnoff out of a booby trapped briefcase, sweepstakes that you can enter codes to win at their website, and Smirnoff is also on the search to find the latest and greatest remix of the classic Bond theme made by fans.

Read more about it at:
http://www.marketingvox.com/archives/2006/07/26/smirnoff_bond_to_shake_things_up_with_campaign/
http://www.newswire.ca/en/releases/archive/November2006/02/c7512.html
http://www.adpunch.org/entry/casino-royale-will-feature-worlds-most-expensive-commercial/