Stella talks up film challenge
Stella Artois has teamed up with Trivial Pursuit to launch a new film-themed in-pub promotion.
The first part of the Stella Artois Film Challenge will reward drinkers who purchase two pints of Stella Artois with a sealed pack of Trivial Pursuit film questions, allowing consumers to test their friends and find out who really is the ultimate film buff.
The second strand of the promotion will enable retailers to run their own film quiz events using specially produced Stella Artois Film Challenge kits.
These contain 200 film-related questions, answer sheets and point-of-sale support to enable retailers to run up to four Film Challenge events.
A range of film-related point-of-sale has been created to communicate the promotion around the pub.
The items include posters and stickers featuring iconic film quotes such as "You talking to me?" for the outlets' mirrors and "I'll be back" for the doors, plus empty belly posters enabling licensees to advertise their chosen quiz night.
Steve Kitching, managing director of on-trade sales at InBev UK, said: "Stella Artois is synonymous with classic films through long-established initiatives such as open-air screenings and sponsorship of films broadcast on Channel 4. Linking up with Trivial Pursuit is an ideal way to bring the enthusiasm people have for film into the pub.
"Our research shows that 60 per cent of consumers will buy a brand on promotion and given Film Challenge has both the pub quiz and 'test your friends' strands, the opportunity is even greater," he added.
The Stella Artois Film Challenge will run for the remainder of 2006 in thousands of outlets nationwide and aims to build on the success of last summer's Live Film initiative.
