London, UK September 10th, 2013 – Stella Artois, the UK’s best-selling premium lager, is launching a new social media gifting app. Created by mobile commerce start-up InVibe exclusively for Stella Artois, the app allows adult consumers to gift a friend a perfectly poured chalice of Stella Artois through Facebook, redeemable through one of number of specially selected bars.
The partnership with InVibe is a result of AB InBev’s investment in The Bakery, a dedicated workspace and accelerator programme designed to introduce great new technology from all over the world to leading brands and their advertising, creative and media agencies.
The new app allows the user to send the gift of a pint of Stella Artois through Facebook (accessed via web, iOS and Android devices.) The recipient of the gift receives a voucher code via a Facebook private message that can be redeemed at a specified on-trade location.
Phil Pick, Stella Artois Marketing Manager said: “Our objective in working with The Bakery was to discover new technology solutions that could help us drive value for our growing online Stella Artois community of fans, whilst bringing these fans from the online world into the real world to enjoy our beer. Through The Bakery’s unique accelerator programme we were delighted to discover InVibe who have created this forward-thinking social gifting app for us.”
Carlos Lagares, Founder and CEO of InVibe said: “We are very excited to be working with Stella Artois to have created an innovative solution to a real time problem, namely how to use online technology to engage with consumers in bars and pubs. We have built a multi-platform solution for the gifting experience so that consumers can send a gift to someone they care about through all the channels used in everyday life. We’ve made it simple and easy to use for both the consumer and the retail outlet.”
Andrew Humphries, Co-Founder of The Bakery said: “Bringing new technologies like this to market faster than would otherwise have been possible is what we are all about. The perfect combination of AB InBev’s objectives with InVibe’s latest technology means that rather than social gifting being restricted to gift-cards, beer connoisseurs can for the first time use social media to give and receive the gift of a perfectly poured chalice of Stella Artois…proof positive that it’s really possible to enhance the in-person consumer experience using new technology!”
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Notes to editors:
The new Facebook app will be available to selected Stella Artois Facebook fans from Friday 6th September, 2013.
The app has been developed in conjunction with Vizeum and Isobar.
About The Bakery
Supported by The Institute of Practitioners in Advertising (IPA), and agencies including Vizeum, MBA and Havas Worldwide, The Bakery is the world’s first technology accelerator designed specifically for the advertising and marketing world that aims to become a true innovation hub in Tech City.
About Anheuser-Busch InBev
Anheuser-Busch InBev is a publicly traded company (Euronext: ABI) based in Leuven, Belgium, with American Depositary Receipts on the New York Stock Exchange (NYSE: BUD). It is the leading global brewer, one of the world’s top five consumer products companies and recognized as first in the beverage industry on FORTUNE Magazine’s “World’s Most Admired” companies list. Beer, the original social network, has been bringing people together for thousands of years and our portfolio of well over 200 beer brands continues to forge strong connections with consumers. We invest the majority of our brand-building resources on our Focus Brands – those with the greatest growth potential such as global brands Budweiser®, Corona®, Stella Artois® and Beck’s®, alongside Leffe®, Hoegaarden®, Bud Light®, Skol®, Brahma®, Antarctica®, Quilmes®, Michelob Ultra®, Harbin®, Sedrin®, Klinskoye®, Sibirskaya Korona®, Chernigivske®, Hasseröder® and Jupiler®. Anheuser-Busch InBev’s dedication to heritage and quality originates from the Den Hoorn brewery in Leuven, Belgium dating back to 1366 and the pioneering spirit of the Anheuser & Co brewery, with origins in St. Louis, USA since 1852. Geographically diversified with a balanced exposure to developed and developing markets, Anheuser Busch InBev leverages the collective strengths of its approximately 150,000 employees based in 24 countries worldwide. In 2012, AB InBev realized 39.8 billion USD revenue. The company strives to be the Best Beer Company in a Better World. For more information, please visit: www.ab-inbev.co.uk
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