Guinness has invited Singaporeans to get into the Irish spirit from 14 to 17 March with a new digital campaign to promote the festivities.
The beer brewer posted a series of pint-shaped visuals on its Facebook page. Each image hints at an iconic landmark from the around the world. The first fan to guess all of the landmarks correctly will win a trip for two to Dublin, Ireland for four days.
Fans attending the weekend’s festival can get a signature St. Patrick’s Day top hat with the purchase of four pints of Guinness drought or a bucket of Guinness drought bottles at one of the designated bars or restaurants. Special holiday drink promotions will also be offered at such locations.
“This is the second year Guinness is treating fans to a trip to Dublin, Ireland, through Guinness Singapore’s Facebook platform which has received increasing support from a loyal fan base over the years,” Rene de Monchy, head of marketing, Asia Pacific Breweries Singapore said.
He added that this targeted approach has been mutually beneficial for both Guinness and its online community – where the brand curates novel experiences for its virtual audience, and where the audience in turn is rewarded with special contests or offers that complement their interaction with Guinness on-ground.
“Our St Patrick’s Day celebration this year is but one example of this strategy, where fans are invited to the weekend of festivities and are also encouraged to share and preserve cherished moments online, through the #jointhecrowd tagging feature.”
The campaign was created by Ogilvy PR.