For the 2008 event in Toronto, graffiti artist Mike Echlin painted trees against a black backdrop for a haunted-forest effect.
The event had a wall that featured a message about the campaign and a unique display of the beer brand's logo, which made for a popular photo op.
As part of its holiday "Give Beautifully" campaign, Stella Artois hosted an interactive, immersive light installation December 10 to 12 at Skylight at Moynihan Station in New York. Guests were led through a dark tunnel to an empty room lit by a canopy of lights, which became interactive by following attendees around and gravitating towards them. The experience was photographed, and guests could share photos on social media in the adjacent Tasting Room.
John Legend kicked off the event on December 10 with a performance of "Under the Stars," a song the singer created with the brand that featured the sounds of actual stars.
As an engaging way of distributing swag, the Vanity Fair Social Club asked visitors to photograph items they wanted from a gift bar, post the photos to social media using relevant hashtags, and then claim their items after staffers verified their posts.
