Stella Artois Black 'the night chauffeur' by Mother

AB InBev is launching its new lager brand Stella Artois Black with an immersive theatre production.

Starting this week, theatrical productions, set in the 1960s, take place in a variety of pubs around London. Members of the public are invited to become key players in the production and are driven from the bar by a chauffeur on a trip through the city.

People buying the new lager will be offered the chance to apply for tickets for the play and the event is promoted via point-of-sale, beer mats and posters. The event takes place over the course of two weeks at ten different bars in London.