Stella’s silence is no mystery

In discussing Stella Artois’ “mystery” online game (MW last week), Martin Croft notes that “both Stella and Draft London declined to comment”.

I’m not surprised, and for two reasons: brand and agency are surely keen to make out they’ve successfully created a “mystery”, but deep down – or not even that deep – they probably also know it’s hardly been a success.

If it were a success along the lines of AI or Xbox, then one would expect to find more than 27 references to Sable Shuck (the game’s “mysterious” domain name) through Google and still more – rather than precisely zero – on a search of news groups.

It’s also worth noting that denials of involvement are pointless if you leave an obvious trail of domain registration data that leads back to Draft London within a few minutes of digging.

Done well, alternate reality games are fantastic – done badly they can at best lead to PR of dubious brand value.

Duncan Arbour

Head of sales and marketing

Oyster Partners

London WC1

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here