Stella Artois has launched a Facebook centered campaign to promote its 4% brand in the build up to the Cannes Film Festival in May.
The idea, developed by advertising agency Mother, is based on the premise that a famous french film director, Jacques d’Azur has gone missing, presumed dead and his estate has made an appeal to the public to find his heir.
The really clever social media bit is when you sign up to the competition through Facebook, your profile picture becomes integrated in a film taking place in his solicitor’s office about the possible beneficiary of the estate – very cool.
The winner of the competition takes Jacques’s place as a VIP at the Cannes Film Festival.
The preposterously glamorous life of Jacques is detailed on his Facebook page, introducing him as a “French film producer/director/actor/tennis player/chess master/ backgammon champion/waterskiing pioneer and full time bon-vivant known for his work on the red carpets and swimming pools of the French Riviera.”
Stella Artois debuted their faux ’60s themed campaign in November, with the gameshow Le Recyclage de Luxe.
Source: Furlong PR