James Bond is a franchise that sells itself to a pre-established fan base. For the launch of Spectre, our objective was to broaden our appeal and introduce Bond to our younger audience of millennials in a new, effective and innovative way.

The brand is respected and has had a winning formula for over 50 years but to maintain its global success into the future we would need to continue bringing in a new younger audience.

To appeal to a younger audience we needed to speak with them in their language, on their platforms and in a way they are familiar to connecting with the brands they love.

We created 24 hours of prime Bond coverage across the globe, strategically scheduled for a week before the film's release.

Live for 24 hours only, we created a sense of excitement and exclusivity that drew audiences in to catch a glimpse of the highly anticipated content. The channel was loaded with video content that was tailored specifically for Snapchat as well as a sendable filter that allowed users to join the prestigious list of Bonds that have graced the iconic gun barrel tunnel.

Since Snapchat was created with immediacy in mind, the challenge was maintaining rapt interest throughout the Discover takeover experience. To address this, each snap was made both interactive and exclusive to the takeover. Within each snap section, users could share the top snap and/or scroll to the bottom snap for exclusive video content, bonus trivia and facts. In keeping with the way snapchatters used the platform already.