Stella Artois has unveiled its 2005 marketing activity, spearheaded by a consumer promotion called Live Film, with prizes worth over £20m.

Running on 50 million Stella Artois packs, the promotion, which is supported with press advertising, gives consumers a once-in-a-lifetime chance to experience a film classic, or win one of 1.5 million opportunities to see films at home.

In line with the brand’s track record of screening iconic films in relevant locations, the top prize is a holiday for 10 lucky 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 is the culmination of a successful 10-year relationship with film under the Stella Artois Screen banner and represents a record £40m marketing spend by Interbrew UK for 2005.

And for the first time two new TV and cinema ads are being released in the same year – both are due to break on May 9. Other activity includes the brand’s 10th year of Channel Four film sponsorship; the 10th summer of outdoor film screenings, under a new banner, Cinema Artois; plus the recently launched After Dark film and music events. A newspaper supplement and film magazine press campaign kicks off at the end of June.

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