AB-InBev

To connect with urban males, Grip redesigned La Société Stella Artois (Lasocietestellaartois.com), a “members-only society for those with a thirst for the beautiful life,” which had been in beta testing.

It created a private community of Stella Artois lovers that engage with the brand, and in return, reward them with exclusive access to experiences and a host of other benefits.

To begin, the agency crafted an engaging backstory. It introduced a series of achievements, a section where members can talk to the Stella Artois Beer Master, and a blog with original content from known style, culture, cuisine and film bloggers.

A series of intriguing challenges gave the chance to win once-in-a-lifetime brand experiences. Welcome kits contained a copy of the official Member’s Handbook and the Member’s Privilege – a series of exclusive invitations that members can use to invite their most discerning friends.

Though still in early days at the time of submission, La Société Stella Artois had over 23,000 members, who spent an average of 6+ minutes per visit. In six weeks, members sent over 2,000 invites, left over 2,000 comments on the blog, and the community grew by more than 1,500 members. La Société Stella Artois is already being rolled out in French Canada, the U.K. and Argentina.