STELLA HOLIDAY CONCEPT
ASSIGNMENT: Create a Stella program that captures the holiday spirit of the brand and capitalizes on the occasion of friends getting together to celebrate over a beer during the holidays.
STRATEGY: Now is the Time: Don’t wait for a special occasion to order Stella; order Stella to make any occasion special.
IDEA: STELLEBRATE THE NOW
This holiday season, Stella is cheersing to the present moment, encouraging consumers to disconnect from their phones in order to connect with their loved ones—delivering rewards to those who embrace the now.
NATIONAL key visual
APPLEBEES ACTIVATION
Stellabrations are happening every day at Applebee’s. By inviting Stella to your table and truly connecting with friends – guests will be rewarded with surprises and shared moments that make will make this holiday season one to remember.
Digital geo-targeted banner driving to restaurant locator
Social media sponsored ad
Weight sensitive Table tent to house devices left charging to get special menu items along with Eatertainment
Limited Menu insert elevates existing Applebee’s favorites with a Stella
Customizable coasters features a mad-lib toast template
Managed event night with on-site engravers + Limited-edition chalice with toast
Microsite for internal account competition tracker and tools
Grand prize brewery tour and Holiday parties for account staff