NMA: Stella Artois Launches Cannes Film Festival Social Media Campaign

By Charlotte McEleny

Stella Artois has launched a social media campaign to promote its sponsorship of the 2010 Cannes Film Festival.

The campaign centres on the character Jacques d’Azur, dubbed the King of Cannes, with social media sites such as Facebook, Twitter and Flickr hosting multimedia content creating a storyline about d’Azur’s glamorous life.

Consumers have the chance to win a trip to Cannes allowing them to experience the life of the character.

The campaign will also include on-site experiential marketing activity at the film festival, with a Stella Artois-themed lounge and bar and a bloggers’ lounge which the beer brand will invite film bloggers to use as a base to post updates from.

Alexander Lambrecht, global marketing manager at Stella Artois, said, “Digital media is changing the way consumers discover, create and share information. Stella Artois is a brand with global distinction and to continue that recognition we have to change how we connect with Stella enthusiasts all over the world. In celebration of the Cannes Film Festival and in the spirit of Jacques d’Azur, we’re embracing social media and becoming part of the community we wish to reach.”

The campaign was created by ad agency Mother London, seeding agency Unruly Media and media agency Starcom UK.

Click here to read the full article on the NMA website.