The campaign will run in the UK under Stella Artois 4% brand, as well as across the US, Russia, Ukraine, Argentina, New Zealand and Canada, ahead of the festival in May.
Content focusing on Jacques D'Azur, the King of Cannes, will be spread across social networks including Twitter, Flickr and Facebook.
The feel of the character and his world ties in with the 1960s French Riviera-themed ad campaign created by Mother. Also working on the activity are author and social media expert Brian Solis, Unruly Media and Starcom UK.
At the festival Stella Artois will provide a lounge and bar, as well as hosting a bloggers lounge where voices from all over the world will share news and experiences live.
It will also have a presence at many of the parties hosted by Cannes Festival delegates, strengthening its ties with Riviera allure.
Alexander Lambrecht, global marketing manager at 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."
Stella's long-running sponsorship of the Queen's Club pre-Wimbledon tennis tournament ended in 2008.