The Fray pulls in crowds for Guinness [VIDEO]

Last Friday, Guinness brought 1759 fans together as part of the brand's event activation strategy to celebrate the second installment of Arthur's Day celebrations in Singapore.The Arthur's Day celebration was first launched in 2009 to coincide with the 250th anniversary of the signing of the original lease at St. James' Gate in Dublin, the homeland of the brand.The Arthur's Day celebrations are typically associated with a series of music events worldwide, including Singapore. Singapore is one of more than 55 countries taking part in the event globally.The event last Friday saw American rock band The Fray take to the stage, with the venue specially constructed to look like a pint-shaped concert arena at The Promontory@Marina Bay."Guinness has, and will continue to stay true to rewarding its fans with novel experiences such as Arthur's Day, and continue being a passionate supporter of live music here in Singapore," Rene de Monchy, head of marketing, Asia Pacific Breweries Singapore said.Marketing Events spoke to de Monchy on the brand's strategy for the event. Watch the interview here.