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Cinematic Website Attracts Increased Visits |
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Thursday, 10 January 2008 |
 One month after unveiling its new global website, Stella Artois announced that its new site is attracting more than 20 times more unique users per day than before the re-launch. The award-winning site can be found at www.stellaartois.com.
"We're really pleased with the reception that the new site is getting," says Frank Abenante, vice president of Global Brands at InBev. "We knew that the Internet was the right way for us to connect with beer lovers around the world and the proof is certainly in the numbers. We called stellaartois.com a drink for the eyes and people certainly seem to be thirsty for more."
Both the mainstream media community as well as the social media Internet community have broadly praised the website, developed by Lowe Worldwide under the direction of the Global Stella Artois brand team, and it has been awarded ‘Site of the Week’ status by the Favorite Website Awards (FWA).
"The interesting thing is that people are also staying on our site much longer than industry average estimates of 45 seconds," says Neil Gannon, global marketing manager for Stella Artois. "In fact, the main site attracts a viewing time of four minutes, with many people watching the short "La Bouteille" film, which also serves as the navigation for the site, for well over five minutes. And 30 percent of visits to our site are through word of mouth, rather than search engines, which is a really nice compliment."
Development of the site continues in order to increase the relevance and reach of the content. Russian, Ukrainian and Spanish versions of the website will be launched this week, with more languages to be added over the next few months. Along with outdoor advertising, which included trailers for the site being shown in Times Square in New York City on the day of the launch, Sept. 17, 2007, further 'spectacular' advertising is being placed on building wraparounds in New York, at Broadway and 30th Street, and in Los Angeles, in the "Cahuenga Corridor" area of Hollywood, until the end of the year. |
