Situation:

For Guinness, St. Patrick's Day is the most important day of the year—a time when the brand’s Irish heritage shines brightest. However, in a rare misfortune, the celebration fell on a Monday. This threatened lower participation, dampened spirits, and fewer opportunities for revelry—a potential disaster for Guinness.

Solution:

Instead of seeing the Monday timing as a limitation, we embraced it as an opportunity. The brand launched “St. Patrick’s Weekend,” an extended celebration transforming a single day into four. With a custom app and in-bar materials, we drove people to local bars to celebrate throughout Canada.

Results:

• 340,000 click throughs
• 12,500 new fans
• 800 new accounts for Guinness!

Deliverables:

OOH / App / In-bar materials