By Anna Gibbons
James Bond is one of the UK’s most iconic and enduring symbols of luxury, success, travel and adventure. When Bond takes his credit card from his wallet, anything less than the Platinum Card from American Express would seem out of place.
In April 2008, Neo UK facilitated a meeting between The Times, James Bond’s beloved newspaper, employer of Ian Fleming in the 1930s and sponsor of the “For Your Eyes Only” James Bond and Ian Fleming exhibition at the Imperial War Museum, and American Express’ Platinum Card, the card of choice for travellers and adventurers.
As a result, The Platinum Card from American Express is the sole sponsor of all Bond and Fleming content on TimesOnline. Over the months leading up to ‘Quantum of Solace’ launch, a rich pool of content was developed to include archived content from the Times, interactive maps, a virtual exhibition reflecting the Imperial War museum content and more recently, the movie trailer and reviews. Creative was developed by Ogilvy with a James Bond theme which added to the user experience. Times readers were able to interact with the Bond /Fleming content throughout the TimesOnline site with additional promotion through editorial links, co-branded banners on the site and in the paper.
In addition, the Platinum Card sponsorship has facilitated some exciting and innovative initiatives from the Times such as the ‘Be a Bond Baddie’ viral application (in the spirit of 2007′s Christmas Elf viral), the ‘Be Bond’ video series which follows Times journalist Hugo Rifkin on his quest to become Bond, an interactive map and an interactive, viral game which involved decrypting codes, solving clues and (virtually) jet setting to exotic locations.
Activity will be live until late November, so click here to access all the 007-related content and to create your own Bond Baddie to send to your friends (or enemies!)