John Smith’s to name stars after talented ale fans in ‘out of this world’ digital competition
By John McCarthy-20 July 2015 15:59pm
John Smith’s is looking to secure itself as an ‘out of this world’ ale brand by offering fans a chance to have a star named after them in a pint-shaped constellation it secured from the International Star Registry.
With the ‘Only Ordinary By Name’ campaign, ale fans will be encouraged to upload short videos of their hidden talents. Those shortlisted will win a star John Smith’s constellation.
A digital activation will display each video alongside the winners’ respective stars to further champion the talented individuals contributing to the constellation.
Ifeoma Dozie, a brand director at Heineken UK, 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.”
Dozie added: “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.”