The One Show
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Category
Intra-preneurship
Annual ID
OS22_BS030M
About the Work
In May 2021, Stella Artois leapt at the opportunity to pioneer the future of sport, media and entertainment through a trailblazing partnership with ZED RUN – the leading premium NFT horse racing platform in the Metaverse.
In its first year, the “Racing In The Life Artois” partnership generated $800k for Stella Artois from a total budget of $10k.
This was driven by a stylish, premium digital execution:
- A beautifully-crafted Stella Artois experience in which ZED RUN players had the chance to purchase 50 thoroughbred NFT horses, with unique skins inspired by ‘The Life Artois’ brand world, via an exclusive drop.
- Exclusive racing access for your horse on our 3D ‘Racing in The Life Artois’ track - a feast for the eyes for anyone watching along on Twitch.
- Proceedings kicked off with a dramatic five-day auction on the ZED RUN platform, creating a buzz among ZED RUN fans and the wider crypto community. We established Stella Artois in the Metaverse as a desirable brand that was worth paying more for. Its first-mover status created staggering value…
-Thousands of bids at auction saw Stella Artois NFT horses sold for a total of $800k in ETH.
-By really listening to what NFT communities wanted and staying authentic to that, Stella Artois has created a completely new revenue stream.
-All funds are being reinvested back into taking our NFT partnerships to the next level.
In its first year, the “Racing In The Life Artois” partnership generated $800k for Stella Artois from a total budget of $10k.
This was driven by a stylish, premium digital execution:
- A beautifully-crafted Stella Artois experience in which ZED RUN players had the chance to purchase 50 thoroughbred NFT horses, with unique skins inspired by ‘The Life Artois’ brand world, via an exclusive drop.
- Exclusive racing access for your horse on our 3D ‘Racing in The Life Artois’ track - a feast for the eyes for anyone watching along on Twitch.
- Proceedings kicked off with a dramatic five-day auction on the ZED RUN platform, creating a buzz among ZED RUN fans and the wider crypto community. We established Stella Artois in the Metaverse as a desirable brand that was worth paying more for. Its first-mover status created staggering value…
-Thousands of bids at auction saw Stella Artois NFT horses sold for a total of $800k in ETH.
-By really listening to what NFT communities wanted and staying authentic to that, Stella Artois has created a completely new revenue stream.
-All funds are being reinvested back into taking our NFT partnerships to the next level.
2022 Awards
Total Points: 3
Merit
Credits
Internal / In-House Agency
draftLine / London
Client / Brand
AB INBEV / London
Art Director
Andrea Lambert
Executive Creative Director
Mark Bown
Project Manager
Jake Brown
Megan Price
Senior Designer
Kara-Jessica Mallett
AB InBev Global Head of Technology & Innovation
Lindsey McInerney
Creative Lead
Enrique Reija
Head of Pulse
Jack Calderwood
Head of Strategy
Owen Dowling
Project Management Lead
Holly Hunter
Stella Artois Brand Manager
Tom Kent
Stella Artois Marketing Director Europe
Ali Humphrey
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