Stella Artois launched a newsletter and festival game to kick off the summer. Goal of the game is to have (registered) users set up a virtual tent on the Stella online festival field. The users then have to invite as many friends as possible, and if their tent is the biggest (with the most users) they get hundreds of tickets to divide amongst their friends, thus making them the most popular dude or dudette in Belgium (or The Netherlands) or maybe even in the whole world.
The idea was that Stella Artois, as a sponsor of a lot of festivals in Belgium, would let the brand fans have the tickets divided amongst their friends, contrary to what happens every year, namely that the sponsor decides who would get tickets and who wouldn’t. Another (and the main) reason was that Stella Artois needed to expand their database with new leads. And what better way to do that then by means of a viral game?
Registration for Dutch speaking folks | French speaking folks
Go to Stella-Artois.be
Agency: i-merge
Creative Director: Vincent Jansen
Art Director: Wim Bruyninckx
Flash Dev: Katsu Nagatani