How do you celebrate one of Toronto’s most involved neighbourhoods?
You throw them a party, of course!
Stella Artois Légère did just that. On Saturday, August 13, 2011, a King Street West parking lot was decked out with trivia and button-making stations, photo ops, French fries and ice cream treats, a TTC bus, and DJ Tom Wrecks spinning from atop a fire truck. All of these experiences were designed to highlight features of the King Street West neighbourhood.
The Block Party concluded a two-month long marketing promotion that began with a vote by Torontonians for their favorite neighbourhood. Mosaic Brand Ambassadors handed out samples of Stella Artois Légère all throughout the city, encouraging people to vote for their favorite neighbourhood on the Stella Artois Légère Facebook page. More than 800 people voted, and King Street West emerged victorious. Word about the event was then spread via social media outlets: the only way to be added to the guest list was by tweeting or RSVPing through Facebook.
The event started at 8:00PM and ran until midnight. Those lucky enough to attend were treated to a unique Stella Artois Légère experience. Organizers were recognized for their hard work in this article on BizBash.com
On a personal note, I felt the block party was more a celebration of the people than the neighbourhood itself. It was a chance to get to know the person who sits next to you on the bus or passes you by on the street. It was an opportunity to get to know your neighbours and celebrate the beauty of your neighbourhood. And what better way to do that than by sharing a thing of beauty?
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