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John Smith’s competition offers star prize – your own star

Tuesday July 21, 2015 at 7:16am
Heineken-owned beer brand John Smith’s is running a competition where the star prize is actually a star – or at least the chance to have a star named after you. As part of the brand’s Only Ordinary By Name campaign, created by agency adam&eveDDB and media buying specialists Starcom MediaVest Group, the Constellation promotion involves John Smith’s acquiring naming rights to the first ever pint shaped constellation, made up from 100 stars in the night sky. UK men who can demonstrate they have an ordinary name and display extraordinary and previously uncelebrated talents are being offered the chance to ‘own’ one of these stars and have it named after them. Winners will receive an official certificate from the International Star Registry identifying their star, but no cash or presentation ceremony. John Smith’s fans who want the chance to have their name on a star enter via johnsmiths.co.uk/constellation, where they can register and then upload a short video of themselves showcasing their special skill. Shortlisted entrants will be featured in a video on the website alongside the star that ‘belongs’ to them, so that consumers can follow the full story of the constellation online. The activation went live on July 17th and continues until December 31st or all stars have been allocated. Entrants must be 25 or over, and anyone who wins a star and is then shown to have been involved in violence, drink driving or other anti-social activities will lose their star. Ifeoma Dozie, Mainstream Beer Brand Director at Heineken, says: “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. 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.”
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