The new integrated campaign from Stella Artois threw the book out when it came to traditional media with the “Gold Room”. One part dinner theatre mixed with one part brand strategy, Lowe Hunt, the Australian agency for the Belgian beer maker, recreated the famous bar scene from the movie the Shining in Brisbane Australia. Guests were invited to a special screening of the 1980 Jack Nicholson classic by following the bar tenders directions to room 237, leaving their contact details with an attendant and then registering online. “Guest” were then invited to a special screening of the film held at Brisbane’s Od Museum which was also decorated in the style of the film’s Outlook Hotel. The “Gold Room” campaign is just one of many film themed micro sites to come from Stella including this one for Fight Club. What do classic films have to do with beer? Absolutely nothing but these sites are beautiful.
