Stella Artois has launched an experiential campaign on the back of its Wimbledon sponsorship deal.
Running from today until the end of the tournament, the activity has seen the brand take over Waterloo Station in London, using the digital screen in the terminal to post brand messages, encourage fans to tweet using the hashtag #herestoperfection and offer updates on Wimbledon matches.
However, central to the campaign is a mini tennis court in the middle of the station where passersby are being invited to step on court and answer a series of multiple choice questions posed by an umpire. If they succeed in answering them correctly they will be put on the first train out to Wimbledon to catch a match.
Of course, if they can’t drop plans to head off and enjoy a court-side glass of Stella they can swap for tickets later in the week. Speaking to The Drum on the first day of the campaign – where there was a rapid queue forming to try out the game – Philip Pick, marketing manager for Stella Artois, said: “This is about partnering with events that have the same shared passion we do for excellence and elevating experience. “There’s lots of shared thoughts in there that we’re trying to communicate to consumers.”
This latest piece of activity supports its TV push, which kicked off in May, national OOH and on-pack promotion. “This is about elevating the experience, not just the perceptions of Stella Artois,” he said. In addition, towards the end of the July, Stella Artois will be looking to similarly push the brand during The Open Championships. “We’re trying to get under the skin of these events,” he added. The activity was developed over the past 12 months in partnership with Vizeum, Posterscope and JC Decaux.