InBev has launched a viral campaign for its Stella Artois 4% brand in the UK.

The brewer's UK arm said today (23 March) that the campaign, which consists of three short films, builds on the Cinema Riviera-style advertising currently running for the brand in the country.

The short films, entitled '8 Kilometres', 'Dial Hard' and 'Vingt-Quatre Heures', are take-offs of '8 Mile', 'Die Hard' and '24'.

The films can be viewed at and will be supported by a month-long online advertising campaign appearing on websites including Channel Four, Channel Four on Demand, Guardian Film, Virgin Media Movies, Empire and IMDB.

Stella Artois 4% was launched in the UK off-trade last August, while a draught version was rolled out in the on-trade in November.