Stella Artois has extended its links with movies with the launch of a new online presence taking advantage of user-generated content.
The Studio Artois site, developed by DraftFCB London, is designed to deepen the Inbev-owned brand’s long-standing association with film and bring it closer to the craft of filmmaking.
At least half the content of the website will be refreshed each week, with interactive features designed to provoke comment and dialogue among visitors. The company says the key aim is to bring more ‘Web 2.0’ feature onboard, opening up further channels for consumers to generate their own content.
The new site has four key strands covering different aspects of film making, including blogs on film industry news from industry insiders; critiques of current releases; and information on current screenings.