To celebrate its partnership with the iconic James Bond film franchise, Heineken unveiled the world’s first selfie from space, dubbed the “#SPYFIE.” This exclusive event was captured for over 200 special guests at the Hoover Dam in Nevada. To create the ground-breaking selfie, Heineken partnered with Earth-imaging innovators, UrtheCast, using its high-resolution satellite camera, Deimos-2, and its ultra-high definition video camera, Iris, mounted on the International Space Station.
Orbiting 350 miles above Earth, the Deimos-2 camera zoomed into the location to capture a spectacular bird’s eye view. This aerial view was then boosted via a camera-relay to give a close-up image of each individual guest. Over 200 lucky VIPs, competition winners, partners and members of the media from around the world were then able to post this unique piece of history on social media.
“The Spectre campaign goes beyond a partnership with the film franchise,” said Ralph Rijks, Senior Vice President of Marketing at HEINEKEN USA. “We wanted to open Bond’s world to all with a more innovative, cutting-edge approach, from providing fans with a Facebook-first launch of our new spot starring Daniel Craig, right through to capturing the one-of-a-kind ‘#SPYFIE’ moment itself, all of which has set the benchmark for future global campaigns of this scale.”
Scott Larson, UrtheCast’s Chief Executive Officer said; “When Heineken approached us with the idea earlier this year, capturing a selfie from space was not something we’d ever attempted, but we were delighted to lend technological expertise. This “#SPYFIE” showcases the capabilities of Deimos-2 in a truly original way, and highlights precisely what our camera and web technology provides — tools for change and creative collaboration.”
The Ultimate Heineken 007 Experience #SPYFIE
The following is based on a true story, with thanks to Heineken for inviting us to play along on an action packed weekend in Las Vegas to support the opening of Spectre, showing in cinemas across the nation from November 26. The film has already shattered box office records in nearly every territory in which it has been released, including new records for the biggest opening of all time in the UK and the highest seven-day gross in UK box office history. Heineken®’s association with the James Bond film franchise dates back to 1997’s ‘Tomorrow Never Dies’, with Spectre being the seventh consecutive film in the partnership.
As I kissed my wife goodbye, I chuckled at her blessing, “I hope you have a good weekend, Sweetie.” I had told her I was going to a party with friends in Las Vegas, put on by Heineken. It wasn’t a lie. What I failed to mention, however, was that after arrival, I would be on the lookout for instructions from my top secret connections with information on my next spy mission. Sure enough, after I arrived at a lavish hotel, there was a knock on the door 30 minutes later.
In walked a woman with a silver platter in her hand. ‘Funny,” I thought, “I didn’t order room service.” She placed the platter down on a small side table and lifted the lid. Underneath was not as expected. Instead of food, there lay a single cell phone; a brand new Sony Xperia z5. After handing me the phone with a knowing glance, she caught my eye and paused for a moment. “One more thing…” she whispered, as she opened an ice cold Heineken. I dismissed her with a subtle nod.
On the phone, there was a card with the simple directions, ‘Call me.’ Of course, I thought. I had done this many times before. Instead of sweating my next mission, I decided to take a walk down to the presidential suite, where a secret black tie party was going down against the Las Vegas skyline. One of the perks of being a spy is that no expense is spared. In the room, beautiful women laughed with men all in suits and bow ties. However, my interest was not in them.
On my way to the party, I received a text on my phone with a special mission. I needed to find a secret agent who was trying to sabotage our mission. Looking around, I noticed a man standing off to one corner. He was looking down at a phone in his hand, and didn’t notice as I made my way across the room. Quietly, I moved between the crowd, careful not to draw attention to myself. As I neared the man, his face now growing familiar, I knew what I had to do. Standing a few feet to one side, I pretended to take a selfie and caught him in the background. I sent the intel back to HQ. Confident I got the shot, I moved across the room to the bar.
Later that night, I would meet with Agent Black, a sterling British gent, who would inform me that my mission would begin at 0400 hours. It would be pertinent to get some rest…
Unlocking the #SPYFIE
The following morning I found myself suited and booted in the main lobby at 4 am. I met with my group, Kensington, who would be on this mission with me. Today we were taking dune buggies across the Vegas desert, deep into the unknown. It was always a fun way to travel, although I do recommend eating beforehand. Of which, we enjoyed a full English breakfast at sunrise in the Mojave Dessert. The view was spectacular. However, the moment did not last long.
As we were dining, a hostile invasion took place and Agent Black was unsuccessful in stopping a kidnapping. Whoever these people were they had some nerve to take a beautiful woman from an alfresco dining room full of spies. Thankfully Agent Black announced in his thick British accent that he had it on good faith that he knew where they were headed. We drove deeper into the desert, and I noticed the sunrise was now lighting up the Strip, which was to my right. ‘Marvelous,’ I thought.
From the Strip, we took a bus to the third location, but it was not a peaceful journey. Out of nowhere, we were sabotaged once again as a helicopter was ‘shot down’ from above us. Surrounded by gun fire, my senses went into overdrive. The bus driver slammed the breaks and I ran off the bus to see what was going on. After getting the all clear we proceeded to our next location. Moments later, I was standing on the Hoover Dam, and immediately caught myself from toppling over the edge. Behind me, spies were collecting evidence and looking around for the hostages.
Earlier that day, I had been given a secret Heineken bottle opener. I put my hand in my pocket, knowing this was the right time to use this tool. Located on the opener was a discreet spy message, with the coordinates and time of a very special #SPYFIE – the world’s first selfie to be taken from space. We had 6 minutes until the selfie was to take place. I looked around, suddenly aware of a noise, and with only 2 minutes to go, Agent Black appears in front of a black SUV with the hostage safe and sound.
It was at that moment I knew the mission had been a success and we counted down together, standing atop the Hoover Dam, as we took the first ever #SPYFIE! Unbeknownst to us, we were in the midst of a superstar who was interviewed for Male Standard; Dave Bautista (former MMA fighter and 6 time WWE champion). We spoke about the exciting new James Bond film ‘Spectre’ that is coming out soon and his role in that feature, plus tons of other cool stuff, stay tuned!
After the interview, there was only one way down — the dam! We took a raft cruise before heading back into the city. After we got to the hotel, we were treated to an exemplary meal with all the trimmings, and massages to unwind after an action-packed day of dune buggies, rafts, dams and #SPYFIE’s. We saw a screening of ‘Spectre;’ Nothing beats watching a fantastic film with an ice cold Heineken in hand!
It looks like I’ll live to see another day…
Thank you to Heineken for putting on an incredible and record breaking weekend! Guys, be sure to check out the new 007 spy thriller in his new adventures ‘Spectre,’ in cinemas from November 6.