Stella takes Brits for a ride

Share this content:
Stella takes Brits for a ride
Stella takes Brits for a ride
The Offer: Stella Artois offered select London pub visitors the chance to participate in a series of scenes produced for a promotion around its Stella Artois Black beer, recently released in the UK. Six hundred selected entrants showed up with a friend at a requested time and were taken by chauffeur in a 1960s Citroen DS sports car toward an unknown destination to become part of a French New Wave-inspired scene that developed around them.

The Data: Participants could enter the contest by filling out an entry card upon purchasing a Stella Black beer at participating bars. It collected demographic information including e-mail addresses. Mother London developed the “Stella Black: The Night Chauffeur” campaign. The entry period ran October 14 — November 16.  

The Channel: To maintain the air of mystery and intrigue, customers could sign up only in-person at the 10 participating pubs. The marketing team posted a promo-tional movie to YouTube and details on Stella's Facebook page. Upon returning from their scene, participants could share their story with other contest winners in the pub. 

The Creative: The experiential brand interaction served as the creative, along with the social media pages and in-bar placement. The creative sought to convey a mysterious tone with 1960s-chic overtones. 

The Verdict: This “Night Chauffeur” is moody and elegant. To ask sophisticated folks to go to such effort means the payoff has to be a good story to tell your friends, and it is. This isn't a typical direct marketing or promo campaign. It's a modern brand experience.

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above