I'm happy to say that we had a great last weekend in Brisbane Australia recreating the famous bar scene from Stanley Kubrick's 'The Shining' and invited passers-by in for a drink, to promote Stella Screen's airing of the classic horror film . The brief was to create an innovative brand experience for the screening of a classic film and to maintain Stella Artois Screen's global strategy, "fanatical about film".
Groups of passers by were invited into the depths of The Stella Artois Gold Room by pale strangers dressed in coat and tails. Guests then were confronted by the lone bartender, Lloyd, to inject the right amount of unease into guests.
The visitors were then directed to another room located down a dark corridor. On entering room 237, another stranger would ask them to write their details in the guest register.
The Brisbane locals that didn’t run out screaming left the bar with a mysterious invitation and code to enter a website - stellagoldroom.com.
Using their code, they could access the guest register on the website and confirm their booking details. The ticket was then emailed to them. Interactive CD was Jonathan Mo. It was so much fun!