To celebrate the launch of their new premium lager in the UK, Stella Artois Black is hosting a series of interactive theater events. For two weeks 10 bars in London will be transformed to a stylish and sophisticated nouvelle vague film setting.
Customers who purchase Stella Artois Black at the selected bars will be given an invitation card which needs to be filled and returned to the bar in order to receive an invitation. An email will be sent to the prospects asking them to confirm the venue and book the tickets.
At the event they will discover the story behind The Night Chauffeur – filled with femme fatales, secret exchanges and unanswered questions.
Each customer will receive two tickets to The Night Chauffeur, but only a limited number of tickets will be issued on the different venues.
The mystery surrounding the events makes this concept very exciting. By offering an experience in exchange of paid 'sampling' of the product works great in the effort to positioning the new brand.
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