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OBJECTIVE:
Increase awareness of Guinness Draught in a Bottle and ‘out of pub’ consumption of Guinness. Make any occasion a Guinness occasion and build the ‘Guinness Party of Canada’ database and develop ongoing relationships with Guinness enthusiasts.
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STRATEGY:
Utilize an integrated advertising, PR, on-premise and online campaign to increase awareness of and participation in the Guinness Party of Canada events and promotions that take place throughout the year.
EXECUTIION:
- Utilize multiple referral mechanisms to encourage new party membership
- Keep members updated throughout the year on the efforts to make St. Patrick’s day a national holiday
- Run quarterly contests/promotions for keep consumers coming back and engaged
- Run email marketing campaigns and online advertising to coincide with important site updates and events
- Continually develop site content to keep members excited and coming back again and again:
–Create ‘BELIEVER’ profiles to profess their love for Guinness
–Send ‘ecards’ to friends and win Guinness gear
–Opportunity to win Big prizes like a Pub Tour to Ireland
–Develop an ecommcerce site that sells Guinness gear
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RESULTS:
- Huge buzz factor in print and radio
- 12% increase in database
- 30% response rate to e-mail
- 3,000+ Guinness ‘BELIEVER’ with strong brand loyalty statements.
- Integration of online and on-premise prospect databases
–Creation of application for on-premise registration
- Self-publishing and personalization options
- Creation of self-sufficient recruiting mechanism for the brand
www.guinnessvote.ca |
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Retail & Consumer Goods
 GAP
Old Navy
The Home Depot
President's Choice
Sony PlayStation |
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Beverage & Alcohol
Smirnoff
Guinness
Johnnie Walker
Crown Royal |
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Communications
Sprint (U.S. & Canada)
Aliant
Bell Canada |
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Financial Services
Great West Life
Washington Mutual
Bank of Montreal
ScotiaBank |
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