This Heineken 'Spectre' (2015) campaign celebrated the seventh film of the Heineken official James Bond film franchise partnership, a relationship that began in 1997 with 'Tomorrow Never Dies'. In between, Heineken has also cross-promoted 'The World is Not Enough', 'Die Another Day', 'Casino Royale', 'Quantum of Solace', and 'Skyfall'.
To celebrate its partnership with the iconic James Bond film franchise, Heineken unveiled the world's first selfie from space, dubbed the "Spyfie."
The exclusive Spyfie launch event was captured for over 200 special guests at the Hoover Dam in Nevada, USA in 2015.
Official publicity from Luna Park stated that the project required ''7 weeks of 24/7 work'' where ''7 satellites were installed in 7 shopping malls in 3 major Russian cities'' with ''53 000 #spyfie selfies done'' in total with approximately ''80 #spyfie selfies each hour'' utilizing the resources of ''0 promo personnel''.
Luna Park state that their task was ''to involve Russian consumers in the project through interactive activations in shopping malls, without engaging any promo personnel.''