Guinness taps mobile for 250th anniversary celebration
Overview:
Guinness brewery integrated a mobile marketing campaign with their 250th anniversary
event, a sales promotion sweepstake and print advertisement by partnering with Canada’s
Metro Newspaper and running a print ad for the sweepstake that incorporates the
requirement of participants to download the Metro Newspaper “ScanLife” 2D scanning
iphone application (in order to discover if they are 1-6 respondents to win a trip to Ireland
and the Guinness anniversary event).
Channel/path:
When the reader responds to the ad and its “Scan & Win” call to action, they must first
own an iphone device. Second, they must download the “ScanLife” application. Third,
they must scan the Guinness print ad’s 2D bar code, which brings them to a mobile web-
landing page with copy that reads, "Congrats on scanning to reveal the secret password!
To complete your entry text [secret word only for this specific contestant] to 82442. May
the luck of the Irish be with you!"
Objectives:
Guinness - To grow brand awareness, buzz and excitement for 250th anniversary, create
image of technologically innovated, and reward customers (retention sweepstake).
Metro Newspaper- Getting its readers to download the “ScanLife” application.
Reaching Objectives:
Guinness – This sweepstake involves multiple steps for the participant - 1. Have an
iphone, 2. Download application, 3. Scan, 4. Landing page, 5. SMS. This pathway may
be to cumbersome and result in higher than desired bounce rates. Perhaps a simply one
step SMS would increase response rates and also WOM possibilities as participants
would be able to virally spread the short code, keyword and easiness of channel to
friends.
Metro Newspaper – Depending on where the print ad was placed in the newspaper (what
section), and if their reader segment matches that of Guinness beer drinkers and iphone
carriers, this mobile campaign would be effective in reaching the objective of “ScanLife”
application since these are requirements to participate.
Finally, Metro Newspaper and Guinness should use digital dashboards and data
visualization tools for this campaign to measure the results of each objective.
References:

http://www.mobilemarketer.com/cms/news/advertising/4134.html