In 2009, Guinness sought to celebrate its 250th anniversary with its target consumers, while also sparking brand reappraisal to recruit the next generation of Guinness consumers by being more dynamic. By leveraging primary research from the 2008 program, we affirmed that nearly 39% of young adults want more holidays and would sign a petition to Congress to make St. Patrick’s Day a nationally-recognized Federal holiday. This insight led to the reimplementation of “Proposition 3-17,” a National Movement to make St. Patrick’s Day a national holiday. As Guinness is a brand that is often part of consumer discussion, social networks became the focus of the digital execution which created a platform for a two-way dialogue for organic consumer engagement. Through various consumer touch points, the campaign enlightened consumers on Irish heritage through the Guinness experience and enabled the brand to take ownership of the season.

We stimulated authentic, third-party-driven messages by empowering Guinness evangelists to further the program’s message. “The Guinness 250” provided authenticity and credibility among their peers while disseminating brand messages.Through a full-page USA Today advertisement written as an open letter to the President, Guinness asked “O’Bama” to support America’s celebration by reimplementing Proposition 3-17. The program also instituted a “Bar Tab Bailout Plan” to stimulate celebration on-premise without financial concern.

Master Brewer Fergal Murray conducted a national tour featuring consumer, trade and media events to raise additional support for the program.

Identifying Facebook and YouTube as ‘target rich’, Taylor conceived a fan page and Master Brewer videos to encourage conversation and engagement.

The program culminated with an event in NYC featuring Murray teaching celebrity spokesperson Carson Daly how to pour the perfect pint. The result was a groundswell of media and consumer support, and a significant lift in petition signatures online.

• 18% increase in Guinness sales (volume) the week of St. Patrick’s Day in comparison to 2008, despite lack of advertising support utilised last year• More than 153,000 consumer signatures obtained since launch on January 19, 2009; (435,650 in total since inception in 2008)• Facebook page received 23,745 unique visitors with a signature conversion of 46%; recruited 7,900+ fans and approximately 20% opted-in to Guinness’ 1759 Society• Proposition317.com daily traffic more than doubled around the NYC media event on March 12 -13 and remained heightened throughout the weekend• CPM = $1.68• More than 103.8MM impressions; 178.5MM uvpm garnered Guinness became a Twitter Trending Topic on 3/17 through our ‘direct to consumer’ approach. “DVR-proof” product integration opportunities with Late Night with Jimmy Fallon, Today Show, Morning Joe, and Jimmy Kimmel Live, which typically deny alcohol brands access, increased visibility and consumer education among our target.