25 Apr 2005
Source: just-drinks.com editorial team

Interbrew is launching its most aggressive consumer drive yet for its Stella
Artois this summer. The company said that its 2005 marketing activity will
be spearheaded by a value-added consumer promotion - Live Film - with prizes
worth over 20m.

Running from July the promotion, which will be supported with press
advertising to boost awareness, gives consumers a chance to experience a
film classic, or win one of 1.5m opportunities to see films at home.

The top prize is a holiday for ten winners, along with a partner, to see the
1962 film The Birdman of Alcatraz on  Alcatraz, as part of a week's holiday
to San Francisco with flights and accommodation included.

Live Film, which will also run on-pack in take home during the summer,
spearheads a record 40m marketing spend by Interbrew UK for 2005. Two new
TV and cinema ads are being released in the same year - both are due to
break on May 9th. Other activity includes the brand's 10th year of FilmFour
sponsorship; the 10th summer of outdoor film screenings, under a new banner,
Cinema Artois; plus the recently launched After Dark film and music events.

Ben Fritsch, marketing manager for Stella Artois at Interbrew UK, says:
"The focus for Stella Artois is innovative consumer activity that rewards
drinkers, delivers a unique sales opportunity for retailers and drives value
in the beer category. The top prize is a truly 'money can't buy' experience,
which we're confident will capture the imagination of film enthusiasts
across the UK.

"Film is a key leisure pursuit for adults and we're building on Stella
Artois' well-established association with it to maximise consumer awareness,
driven by the fact that the promotion is carried on-pack, will be available
in pubs and is supported by a heavy-weight press campaign."

Pub-goers buying a pint or bottle of Stella Artois will receive a branded
beer mat displaying an untitled film quote. When cracked open the film is
revealed with winning mats showing a six-digit code. Winners will be
instructed to text the code to a phone number featured on the pack,
receiving a message back telling them what they've won.

The campaign will be supported during the summer with three new press ads
featuring a series of iconic movie images with the message: "Classic film
coming soon to a town near you". The ads will also feature information on
how to take part in the Live Film promotion. The promotion will be support
in-outlet by a range of branded point of sale, including back-bar display
units featuring the DVDs so that they can be given to winners instantly.
Each participating outlet will also receive a kit including 400 promotional
coasters and 20 limited edition DVDs.

The campaign will appear from the end of June in weekend supplements of
national newspapers, including The Guardian, Observer, Independent on
Sunday, Times and Sunday Times, and selected film magazines including
Empire, Total Film, Word and Uncut.

http://www.just-drinks.com/news_detail.asp?art=26967