Heineken® Takes World's First Selfie from Space

WHITE PLAINS, N.Y., Nov. 6, 2015  To celebrate its partnership with the iconic James Bond film franchise, Heineken® has 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 standard 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 our 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."

Spectre, the 24^th James Bond adventure, from Albert R. Broccoli’s EON Productions, Metro-Goldwyn-Mayer Studios, and Sony Pictures Entertainment, was released in the UK on October 26 and opens in the USA on November 6. 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.