Stella Decks the Halls of its Holiday-Themed Lounge - Event Marketer

Stella Decks the Halls of its Holiday-Themed Lounge

DB_Stella_Pop Up_EX 2017
Brand: ANHEUSER-BUSCH
Agency: MOSAIC
Awards: EX AWARDS — BEST POP-UP OR IN-STORE RETAIL EVENT
Year: 2017

As brands decked the halls and lured shoppers with special sales over the holiday season, Stella Artois set itself apart from the pack with a luxury shopping experience aimed at boosting sales of its iconic, limited edition holiday chalice. Teaming up with GILT, a flash sale site that offers its members special access to designer merchandise, Stella brought good tidings and tasty brews to New York City, generating 93 percent of offline sales for the holiday chalice in just 12 days.

Stella Artois was originally created for the people of Leuven, Belgium, as a Christmas present. To perpetuate its gift-giving legacy, the brand turned to Manhattan’s famed 5th Ave., where GILT’s concept shop at Saks Off 5th served as the backdrop to Stella’s “holiday to remember”-themed lounge activation. In addition to GILT’s collection of chic followers, the brand targeted affluent millennials—passionate experience-seekers between the ages of 25 and 34—to put the holiday chalice directly into the hands of high-end shoppers.

Inside the venue, attendees had the opportunity to purchase a Stella Artois holiday chalice and have it personally engraved on-site. While shoppers waited for their engraved gifts, they could also take advantage of complimentary gift-wrapping services, along with ice-cold samples of Stella Artois and Stella Artois Cidre, all from a plush, chalice-inspired lounge.

All in all, nearly 3,000 consumers engaged with Stella Artois brand ambassadors during the activation, while 851 samples were distributed and 975 gifts were wrapped courtesy of the brand. We’d say the chalice is half full.

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