Stella Artois has rolled out a new campaign called The Chalice Factory, which offers users a digital experience of creating a Stella Artois Chalice. 

Photo: The Cholice Factory, from Stella Artois Facebook page

Located at www.stellaartois.com, The Chalice Factory will be open through April 30, 2012.  Fans will be able to get their own Chalice after completing a lively tour of the Factory. One thousand participants will be randomly chosen to get it. The Stella Artois iconic Chalice was thoroughly designed to provide beer fans the best experience of Stella Artois drinking.

«You don’t need an engineering degree to appreciate the impact Stella Artois’ specially-designed Chalice has on the experience. You merely need to love a perfectly poured Stella Artois,» said Rick Oleshak, U.S. Marketing Director, Stella Artois. «The Chalice is a symbol of our Belgian heritage. It represents the six centuries of craftsmanship and pride that have led to Stella Artois. The Chalice Factory welcomes consumers into the world of Stella Artois, and is one way that we intend to express our gratitude for their loyalty.»

The site features Alice, a virtual tour guide that communicates with users. They can also response to her using a microphone or a keyboard. Alice will guide fans through the mythical Chalice Factory populated by beautiful workers. She will also help users to heat, shape and craft their Chalice and afterwards tell them where they can take a real Chalice. The campaign developed by Mother New York/London, also includes a retail promotion across the country that runs through the end of March.

Additionally, Stella Artois delivered engraved chalices to the Academy Award nominees. A national TV spot, titled ‘Chalice Factory,’ debuted during the Academy Awards red carpet and awards broadcasts. The spot can be viewed at www.facebook.com/StellaArtoisUSA.

The Chalice is also the key element of Stella Artois’ campain in Belgium.