Anheuser-Busch InBev is launching a global advertising and social media campaign to support Stella Artois' sponsorship of the 2010 Cannes Film Festival.

The push will aim to strengthen the brand's ties with cinema and develop the advertising character Jacques d'Azur, the ‘King of Cannes'.

Advertising on the brand's site - at www.stellaartois.com - centres around 60-second web films extolling D'Azur's Cannes lifestyle and will run across social networks including Twitter, Flickr and Facebook.

Alexander Lambrecht, global marketing manager, Stella Artois said: "New media is changing the way consumers discover, create and share information. Stella Artois is a brand with global distinction and in order to continue that recognition, we too have to change how we connect with Stella Artois enthusiasts all over the world - and the Web. In celebration of the Cannes Film Festival and in the spirit of Jacques d'Azur, we are embracing social media and becoming part of the community we wish to reach."

Fifty competition winners will be invited to fly and stay at the Le Manoir de L'Etang in Mougin, once home to Picasso, during the Film Festival.

As part of its festival sponsorship, Stella Artois will open experiential community hubs, including a Stella Artois-themed style lounge and bar, as well as hosting a bloggers lounge. The brand will also have a presence at many of the parties hosted by Cannes Festival delegates.

The campaign will run in the UK under Stella Artois 4%, as well as across the US, Russia, the Ukraine, Argentina, New Zealand and Canada.