Stella Artois launches social media gifting app

AB InBev is allowing online fans to gift friends a pint of Stella Artois with the launch of a social gifting app to drive sales across pubs and clubs in the UK.

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Stela Artois fans can gift their Facebook friends a pint of Stella Artois through a new app.

The app allows users to share a voucher code through Facebook that can be redeemed at participating on-trade locations.

AB InBev says the tie-up provides an “innovative solution” to the “problem” of using technology to engage with consumers in bars and pubs. The app follows in the footsteps of Diageo’s use of NFC to offer Guinness drinkers the chance to win a complimentary pint when tap their smartphones against the harp logo on newly installed pumps.

Phil Pick, Stella Artois marketing manager, says the gifting app’s objective is to help “drive value for our growing online Stella Artois community of fans”, while “bringing these fans from the online world into the real world to enjoy our beer”.

The app, created by mobile commerce start-up InVibe, is the first product to come from the brewer’s tie-up with Tech City accelerator scheme “The Bakery”. AB InBev is one of several brands including Heinz, BMW and Panasonic funding marketing technology startups situated in the Silicon Valley-style East London based hub.

The move is part of a wider strategy from Stella Artois to use technology to increase sales. Earlier this year, it ran weather-activated outdoor ads for its Cidre brand to drive impulse buys. Sales of the beer plummeted  6 per cent year-on-year to £484.1m for the 52 weeks to 22 June according to IRI Worldwide, while volumes fell 9.4 per cent to 217.8m litres.

Readers' comments (5)

  • The Marketing Bureau comments
    A great concept ...essentially a modern day replication of a consumer promotion I ran in in the 90's in Allied Breweries conceived with similar traffic building objectives and themed "Post a Pal a Pint " Only then it involved postcard / POP voucher, a postage stamp and relied on men in little red vans to deliver your mates pint sized surprise !
    It proved a very popular promotion as this one will be ..... it just goes to show what goes around comes around.

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  • Congratulations to Carlos, the Founder of InVibe - an alumni of our last programme. Love it when a plan comes together! themobileacademy.org.uk, @Moblacad

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  • Great use of tech to engage digital audience. The first of many I expect. Good to see brands making a move to drive offline sales with online comms @PubLoyalty

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  • Great idea and good to see brands and retailers partnering up to run a decent promotion of a scale that will make a difference. Not enough promotional activity is rooted in social media technology. In our experience that is usually a result of insufficient dialogue between the major managed estates and the brands. Only a partnership approach will guarantee the scale required to justify the investment/risk.

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  • Thanks guys, it was fun to do.....

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