Direct > Use of Media
LOST SOULS WEB RING
DRAFT, London / STELLA ARTOIS / 2005
Awards:
Overview
Credits
OVERVIEW
BriefExplanation
To give the Stella Artois brand a darker edge and make it more appealing to 18-24 year-old, marketing-savvy opinion formers – the sleaze-reading, iPod wearing, 'blogger' generation.
The work must enhance respect for Stella Artois and challenge the audience's every assumption about the brand. At the same time, it must display those premium values at the heart of Stella Artois and bolster its "Reassuringly Expensive" positioning.
CampaignDescription
Create an interactive, unbranded, brand experience/game based on the idea that Stella Artois is so "Reassuringly Expensive", you'd sell your soul to drink it.
The campaign interlinked websites, emails, SMS, video messaging and ambient media, but began with press ads leading to three key sites: www.sableshuck.com, who exchange luxuries (like Stella Artois) for human souls; www.hornchurchstar.com, a newspaper; and www.hewalksamongus.com a conspiracy site.
These were interlinked by five unadvertised sites, and promoted with business cards. This artificial world became the setting for our immersive game, www.helpmefindjon.com, where players had to locate an in-game character, who had disappeared after selling his soul leaving only www.thehidingroom.com behind.
Outcome
Goal: 25,000 visits Result: 600,000 visits (and counting)Massive word-of-mouth generated by bloggers/chatrooms. The site is listed on over 1,000 different sites worldwide. A dedicated web area was created by the target audience themselves on the Alternative Reality Gaming Network, and so far features 79 different topics about the campaign, 2,750 different comments and has been viewed over 100,000 times. A dedicated online encyclopaedia was created by the target audience themselves to help each other through the game and talk about the brand.
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