Case study: Stella Artois

Stella Artois new campaign attempt to bring the story of Jacques d'Azurs life to the big screen (the man they feel embodies the brand and legendary character the 'King of Cannes'). The Cool Hunter is partnering with Stella Artois to hold the world’s biggest casting call to play Jacques d’Azur.

"This man, who “is” French film producer, director, actor, tennis player and a heart-breaker, got into the very heart of retro-style Stella Artois campaign. But the brand has apparently lost him, and now it is looking for the missing guy all over the globe and spreading the word over Facebook, YouTube, Flickr and Twitter. The character seems to be totally real, he has a great life-story, writes posts and shoots videos. Now Stella Artois is eager to find the celebrity’s heir before the launch of the festival and even spread the video news to involve more Internet users into the quest." Popsop.com

The most interesting aspect of this campaign is how men can audition for this role - online using webcams! They we will then receive a scene from the film finished up to cinema quality of them starring in the film. They can share their audition film via social networks and have their film viewed and judged by a panel of experts.

The best budding actor will star in the final film which will premiere at Cannes during the Film Festival and attend the premier of the film. Stella Artois will also give away 50 festival passes and will back the event with a huge amount of blogging to keep their fans of cinema and beer informed. For the venue, they seek none other than to recreate Jacques' own mansion on the Ritz Carlton's private beach complete with an open air cinema and 40 people hot tub!

“New media is changing the way consumers discover, create and share information. Stella Artois is a brand with global distinction and in order to continue that recognition, we too have to change how we connect with Stella Artois enthusiasts all over the world—and the Web. In celebration of the Cannes Film Festival and in the spirit of Jacques d’Azur, we are embracing social media and becoming part of the community we wish to reach,” said Alexander Lambrecht, global marketing manager, Stella Artois."