Smirnoff On a Mission for Best Bond Song Remix
Smirnoff is stirring things up with its latest promotion tied to Sony Pictures Entertainment’s new James Bond film, Casino Royale, in a contest to find the best remix of the classic James Bond theme song.
The Smirnoff Vodka brand is on the hunt for disc jockeys and music enthusiasts to devise the latest and greatest remix of the classic Bond theme. To enter the Shaken and Stirred contest, DJs and electronic musicians can visit Smirnoff.com/CasinoRoyale and download the John Barry arrangement. Entrants then remix the theme to create their own personal interpretation and submit their creations via email in MP3 format, or mail. All entries will be judged on originality, creativity and artistic style. One grand-prize winner gets a five-day, four-night trip for two to Las Vegas, hotel accommodations, $250 toward meals and the chance to open for DJ AM at a Las Vegas nightclub; lesser prizes include DJ equipment.
Five finalists will be selected to perform live in a playoff event at a club in New York City on Nov. 8. A panel of celebrity judges will attend the playoff and select a winner. DJ AM will also perform an exclusive set at the event.
“Both the Smirnoff brand and James Bond are dedicated to being clearly original,” said Mark Breene, VP Smirnoff, Diageo, North America, in a statement. “Through the Shaken and Stirred contest, we’re giving DJs and electronic musicians around the country a chance to express their own brand of originality.”
The contest is part of a multi-million dollar campaign that is being activated in the U.S. and worldwide to support the film, which hits theaters Nov. 17. As part of its push, Smirnoff forged a product placement deal in Casino Royale, under which no cash exchanged hands (PROMO Xtra, July 25, 2006). Smirnoff Vodka, a Diageo brand, has appeared in 19 of the last 20 James Bond films.
Casino Royale is based on Ian Fleming’s novel of the same name. The film introduces James Bond before he holds his license to kill. Bond’s first 007 mission takes him to Madagascar, where he is to spy on a terrorist, Mollaka. Not everything goes as planned and Bond decides to investigate, independently of M16, in order to track down the rest of the terrorist cell.
Submissions will be accepted though Oct. 13. P.r. efforts, online materials and radio spots support. Diageo, New York City, handles.
