Stella Artois unveils scratch-to-win movie-themed holiday initiative

by Charlie McCathie, Brand Republic 25-May-07, 15:45

LONDON - BD-NTWK has created an on-trade promotion for Stella Artois that will run for eight weeks around the UK, offering consumers the chance to win holidays linked to famous movie moments.

The campaign, "Become a studio Artois hero", launches in late May and will be rolled out across 4,800 outlets.

Stella Artois drinkers will be offered a scratch card with their beverage, and can win a movie-themed holiday, worth £4,500, each week for the duration of the campaign.

Posters, leaflets and tentcards will be placed in pubs and bars throughout the UK to promote the initiative.

The holidays on offer include 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 'Ocean's 11' vacation to Las Vegas; and a 'Goodfellas' stay in Little Italy, New York.

Thousands of pairs of advanced screening cinema tickets are available as runner-up prizes. The gamecards carry a unique text code that can be entered to win cinema tickets and automatic entry into a weekly prize draw to win a movie holiday for two.

A film, beer and general knowledge themed quiz will also run each week at selected outlets, and the highest scoring team in each venue will win movie tickets and gain automatic entrance into the draw.

Darren Smith, associate director of BD-NTWK, said: "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 driving footfall."

The film promotion was chosen despite Stella being replaced as the official beer of the London Film Festival by Cobra, and by Yell as sponsor of films across Channel 4's portfolio.