A full marketing campaign supported the tie-in between AUSTIN POWERS: THE SPY WHO SHAGGED ME and Heineken. The various elements that comprised the campaign were: product placement in the film, POS of every shape and size, a catalog of groovy merchandise flooded bars, restaurants, stores, and appeared on national television. Events were held in ten major markets, with Austin Powers look-alike contests, "Fembots" offering digital postcard giveaways, and other mojo-enhancing activities. Ryan Partnership and Heineken won a Reggie Award for their way groovy campaign. Oh yeah, baby!