HOW JAMES BECAME BONDTo overcome the negative “buzz”, the campaign’s primary objective was to connect both fans and non-fans with James Bond through a variety of high impact touch points. Media programs were designed especially to encourage consumer involvement with the character and the events James Bond faces in the film. Multiple media events surrounded consumers through television stunts (including integrated promotions), high profile out-of-home placements and highly interactive, rich-media intensive online engagement.

RAKING IN THE POTCasino Royale became the highest earning Bond film in history with domestic grosses of $167.4 million and worldwide grosses of $593.6 million. The box office results are a testament to marketing efforts which turned a tide of pre-launch negative publicity into the most successful Bond ever.