Product category:
Integrated marketing
News Release from: BD-NTWK
Edited by the Marketingservicestalk Editorial
Team on 18 May 2007
BD-NTWK creates film promotion for
Stella
Award-winning below-the-line agency BD-NTWK has created a brand-building campaign for Stella Artois that gives consumers the chance to re-live their Big Movie Moments on holiday.
'Become a Studio Artois Hero' is an eight week, on-trade promotion launching late May which will run across 4,800 UK outlets using a free prize draw, peel and reveal game-card mechanic Each week, for eight weeks, consumers have the chance to win a holiday of a lifetime worth £4,500 based around an iconic film theme
This article was originally published on Marketingservicestalk on 4 May 2007 at 8.00am (UK)
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Winners can experience a range of experiences including a Jaws-style cage dive with great white sharks in Cape Town, an Italian Job inspired driving holiday in Turin, a James Bond style casino vacation in Monte Carlo, an Oceans 11 vacation to Las Vegas or a Goodfellas stay in Little Italy, NYC.
Runner-up prizes include thousands of pairs of advanced screening cinema tickets giving Stella Artois drinkers who 'pick up a game card with their pint' the chance to grab a favourite movie.
All scratch cards carry a unique text code that can be entered to win cinema tickets and automatic entry into the weekly prize draw to win a Big Movie Moment holiday with a friend.
There are eight holidays up for grabs over the eight weeks of the campaign.
On-trade solus accounts running the 'Become a Studio Artois Hero' campaign will also challenge consumers to sharpen their minds and pencils and enter a film, beer and general knowledge themed quiz.
Every week for eight weeks, each member of the highest scoring team in each venue gets a chance to win movie tickets.
They also go forward to the prize draw to win a Big Movie Moment holiday.
The initiative will be promoted in pubs and bars nationwide via a range of collateral including posters, leaflets and tentcards.
Darren Smith of BD-NTWK, said: "This campaign has been perfectly designed to work in the on-trade environment and beautifully reinforces Stella's association with film".
"There's a real excitement attached to the opportunity to win a cracking holiday with friends recreating a favourite film moment for real.
"We hope the promotion will put Stella on the lips of drinkers everywhere this summer; talking and drinking it - helping pump up sales at the bar and drive footfall.".
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