Heineken ale brand John Smith’s has acquired the naming rights to a “pint glass-shaped constellation” made up of 100 different stars, and is offering consumers the chance to win one of them as part of its latest marketing campaign.
The Only Ordinary by Name initiative will invite drinkers to showcase their extraordinary hidden talent by uploading a short video of themselves showcasing their special skills to John Smith’s website. The brand will then reward the best talent by giving the entrants their very own piece of space, and featuring their video on its digital platform alongside the star that belongs to them.
Created jointly by Adam & Eve DDB and Starcom MediaVest Group, the activation will continue throughout this summer, drawing upon support from social media, digital display and PR activity.
Heineken’s mainstream beer brand director, Ifeoma Dozie, said: “This is a great way to engage with the passionate and extraordinary fans of John Smith’s. An extension of our Only Ordinary By Name campaign, the John Smith’s constellation gives us the opportunity to quite literally make stars of those who, like John Smith’s, are ordinary by name but have hidden extraordinary talents. We’ll celebrate these men and then reward them with a prize like no other.
“We can’t wait to see the entries coming in. What ale lover wouldn’t want their very own piece of the universe’s first ever pint glass-shaped star constellation – it’s a real talking point and something we think our consumers will be chatting to their mates about in the pub.”
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