WWTT? Leap Day Fund From Stella Artois Promotes ‘Uncancelled’ Plans

Everyone does it: After a long day of work, household obligations, and more, the idea of cancelling plans to go out becomes absolute bliss. But for 2020, a year with a Leap Day, Stella Artois urged people to “uncancel” their plans for once and put the extra 24 hours to good use, supported by a Leap Day Fund.

Everyone does it: After a long day of work, household obligations, and more, the idea of cancelling plans to go out — and instead stay in with takeout, a movie or a good book, and your pajamas — becomes absolute bliss. Even more tempting when the weather is miserable out. But every cancelled plan is time lost with someone … and time is one thing that is impossible to get back once it’s gone. So for 2020, a year with a Leap Day, Stella Artois urged people to “uncancel” their plans for once and put the extra 24 hours to good use. To sweeten the deal, the Anheuser-Busch beer brand created a Leap Day Fund, and produced a short video to support the campaign.

The Leap Day Fund totals $366,000, to align with the 366 days in a Leap Year — and while the short film dramatizes the idea of receiving a reduced restaurant bill, the actual Leap Day Fund promotion functions a bit differently (but with the same focus of getting people to spend time together over a beer).

According to the Leap Day Fund promotion’s terms and conditions, consumers 21-plus can claim a portion of the fund to cover their Stella Artois purchase (up to a 24-pack) by sharing the film using the hashtag #UnCancelPromo and tagging someone else 21-plus they wanted to spend Leap Day with. Participants also needed to  be following @StellaArtois  on Twitter and/or Facebook, as well as make the beer purchase during the Leap Day period, defined as Feb. 26- Feb. 29.

Stella Artois even made it extremely easy (at least on Twitter) to take part in the promotion via the “Tweet #UnCancelPromo” as seen below:

WWTT? Stella Artois's Leap Day Fund Urges People 'Uncancel' Plans
Hit the button and your Twitter account is activated with a pre-filled tweet … you just need to tag someone!

Beyond the video and social media components, Stella Artois also had digital out-of-home ad (OOH) placements installed in Chicago, Los Angeles, Miami, and New York. These included  a QR code leading to the Leap Day film, along with a countdown reminding consumers to take advantage of the extra time on Leap Day to make plans and tap into the Leap Day Fund.

To be clear, this is a rebate promotion, and participants have until March 14 to submit their redemption, so while Leap Day has come and gone, sales numbers are not in yet.

I like that this campaign really puts for the idea of spending time together with the people you care about (and drinking). It reminds me a bit of Chik-Fil-A’s gift of time holiday promotion last year, just a little less family-oriented (unless that family is 21-plus, of course).

Centering it around Leap Day is clever, especially since it’s the kind of campaign you’ll only see every four years. But what do you think about the Stella Artois’s Leap Day Fund? Drop me a line in the comments!

 

Eagles Beating Patriots in Super Bowl Social Media

Talkwalker has released its final social media trend numbers before the Super Bowl, and they say, “If hashtags were touchdowns, the Philadelphia Eagles look to win in a relative blowout.”

Talkwalker has released its final social media trend numbers before the Super Bowl, and they say, “If hashtags were touchdowns, the Philadelphia Eagles look to win in a relative blowout.”

#FlyEaglesFly has over 96,000 mentions, while #Eagles itself is over 80,691.

Meanwhile, #GoPats has over 60,000 mentions, #Patriots just over 43,000, and Patriots rallying cry #NotDone has over 32,000.

All tolled, Eagles win: 176,767 to 135,846. (So, if you’re betting, take the WAY over.)

But the teams themselves aren’t the only hashtags getting love in the run up to the Super Bowl. In fact, Talkwalker counted more than 8 million social posts related to the Super Bowl over the past month, and 113,000 of them were talking about the ads, 51,000 in the last week alone.

If you ever wonder why so many advertisers now release their Super Bowl commercials ahead of the big game, that’s why. The pre-game hype can be a bigger social boost than the game itself.

Leading the league in trending social posts so far is this Instagram from Vanessa Hudgens about Stella Artois’s partnership with Matt Damon and water.org.

https://www.instagram.com/p/BeYNyRUjCrx/

The early ad wars are shaping up, too, with Amazon and Budweiser leading the way in social mentions:

  1. Amazon 10,692
  2. Budweiser 5,958
  3. Lexus 5,226
  4. M&Ms 4,275
  5. Bud Light 3,870

These aren’t idle numbers. While a social mention, share or like doesn’t lead directly to sales, it is a good indicator of brand mind share heading into and coming out of the Super Bowl. The real question is, who’ll be able to capitalize on the buzz Monday morning.

Budweiser vs. Stella Artois: Battle of Rebranded Cans

Let me be transparent: I don’t drink beer from any of the macro breweries. But in the past couple of weeks there has been talk about two major can rebrands: One from Budweiser and one from Stella Artois, which both — interestingly enough — are owned by Belgium-based conglomerate Anheuser-Busch InBev (AB InBev).

Beer memeLet me be transparent: I don’t drink beer from any of the macro breweries. To me, everything from Coors to Budweiser tastes like … nothing (sorry Dad!). I’m a craft beer kind of girl, and I’ll take Resurgence Brewing’ Co.’s IPA any day of the week (plus twice on Sunday).

But in the past couple of weeks there has been talk about two major can rebrands: One from Budweiser and one from Stella Artois, which both — interestingly enough — are owned by Belgium-based conglomerate Anheuser-Busch InBev (AB InBev).

Let’s talk about Budweiser, oh wait, I mean America, first.

On May 9, Budweiser announced it was renaming its flagship beer from May 23 until the election, as well as changing up a number of other elements on the rebranded cans and bottles.

In place of “AB” is “US,” “E Pluribus Unum,” takes the place of “King of Beers,” along the bottom of the can “Liberty & Justice for All” replaces “Anheuser-Busch” and more.

Budweiser America canLast week, my colleague Taylor Knight wrote a really smart article about how Budweiser’s renaming to America was a pretty genius marketing move. She did a great job, but sadly, I’m still not buying it.

I understand Budweiser often reworks its label designs for the summer months in the US, especially playing around with July 4th being America’s birthday (check out this gallery of images). But a reworked label design is a different beast than renaming your two-for-one happy hour beer “America.”

I’m also a bit put off by the idea of the company capitalizing on the presidential election frenzy in the US. It just seems … icky.

But I’m not the only one not thrilled by this tactic … Michigan-based Saugatuck Brewery took to Twitter to share its thoughts (I’m sure someone there had fun with this …)

Then there’s Stella Artois, who commissioned BBDO Ukraine to design a limited edition series of cans in honor of the 69th Cannes Film Festival.

Stella Artois' rebranded cans to celebrate the Cannes Film Festival
When speaking to AdWeek, BBDO Ukraine’s Creative Group Head Denis Keleberdenko said:

“Story is what Stella Artois stands for. And traditionally Stella Artois supports the Cannes Film Festival, so we show a story that happens in Cannes, in four parts, for each can. There’s accidents, unexpected twists, a chase, drama, a beautiful woman, a kiss at the end and even a helicopter! It’s almost a film on cans, actually.”

What’s even cooler is, as mentioned in the video above, there are clues on each of the cans, which leads you to more stories that then come together as a web movie. That’s pretty cool.

For Stella, the can design has changed, but the name remains the same (and iconic). To be honest, I’m not a fan of this beer either (pilsners just aren’t my bag!), but looking at this campaign … it feels more authentic than Budweiser.

Resurgence Brewing Co.'s Resurgence IPA
Image courtesy of Buffalo Beer Chemist

But only time will tell! I’m curious if there will be an uptick in sales of either beer … or additional talk about them on social media. Nevertheless, I know the beer I’m bringing on my vacation to the Adirondacks this summer is going to feature a rather stately buffalo on its cans.