For their 2015 holiday marketing, Stella Artois launched "Give Beautifully" campaign.
Customers were gifted with a free streaming of John Legend's Under The Stars which they could listen to via a YouTube embedded recording accessible through the Stella Artois website. This was a clever marketing move from Stella Artois as there are a growing number of people streaming music from devices on their mobiles and brands have started to take notice.
The song “Under the Stars,” marks the premier duet between a musical artist and real stars in the sky. It was created to pay homage to the Stella Artois brand. Stella translates to star in latin. By marketing in such a way, they were highlighting that they are more of a lifestyle than a beer.
To further showcase that they are more than a beer, they offered a curated gift guide to customers in collaboration with Gilt which included designer goods and the Stella Artois limited-edition Holiday Chalice was also available for purchase.
The marketing campaign in isolation may seem a little unusual but it's actually going back to basics. Stella Artois was originally crafted as a holiday gift to the city of Leuven, Belgium so gift giving is very much part of the brand and they wanted to go back to their origins for the Holiday campaign. The use of the mobile and streaming was to allow customers to use what they were already using.
This article was co-authored by Ross Culliton. Ross is the founder of Roody Originals, creators of original custom sweaters for brands