Stella puts social media in the frame

02 April, 2010

Stella Artois is looking to strengthen its ties with cinema by launching a global advertising and social media campaign to support its sponsorship of the 2010 Cannes Film Festival.

A competition will give consumers the chance to go to film premieres at Cannes in May. The 50 winners will stay at the Le Manoir de L’Etang in Mougins, Picasso’s former home, during the event.

The 4% abv brand is using websites such as Twitter, Flickr and Facebook to show 60-second films revolving around the French Riviera.

Global marketing manager Alexander Lambrecht said: “Stella Artois is a brand with global distinction. To continue that recognition, we too have to change how we connect with Stella Artois enthusiasts all over the world – and the web.” .




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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