“Pass on something good” not only articulates the rich 700 year history of AB InBev beer brand Stella Artois, but it comprehensively expresses its latest campaign to reward customers: ‘Hotel Artois.’
As COVID-19 restrictions continue to put the brakes on experiential marketing initiatives, Stella Artois is delivering a virtual hotel experience to bring locked-down customers the perks of a 5-star hotel stay.
Fortuitous guests who seize one of the 4 sought-after virtual stays will receive a mini-fridge bursting with Stella Artois and luxury snacks, branded robes, a tablet for contacting the concierge, and personal wake-up calls from a host of A-list celebrities. Who needs a vacation when you can truly staycation in style?
Campaign Objectives
To support the launch of Hotel Artois, AB InBev turned to Marigold Grow to build a custom web page with instant win functionality that could randomly select the winners. As with all Marigold Grow web pages, it had identical branding to the Stella Artois website, but was iterated in a fraction of the time needed for traditional web page build.
The Cheetah Digital by Marigold team was tasked with aiding to hit the following objectives:
- Grow first-party database for future marketing initiatives
- Deliver just one winner on each of the 4 day competition period
- Grow Stella Artois’s social media following
Instant-Win Solution
With reservations merely open for a short period of time each day of the campaign, hopeful guests were pointed to follow the Stella Artois branded Twitter account for hints at when the portal would go live.
Once open, upon arriving at the booking page, guests were required to submit a small amount of data, including their name, age, and email address which could be used for future marketing initiatives. After the reservation window expired, Marigold Grow’ instant-win mechanic selected the successful guest in real time and sent email confirmation of their prize.
This campaign delivered not only a fabulous prize for the winner, but the campaign brought light-hearted fun to staycationers and received acclaim in the marketing press. And in a time where travel is restricted in many parts of the world, that’s a pretty great thing.
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