Guinness tests the nation’s belief for the Rugby World Cup with dynamic ‘Belief O’ Meter’

October 2019

For the Rugby World Cup, Guinness are testing consumers’ faith in their teams by running a dynamic campaign to engage fans with a live Instagram poll on DOOH.

Running across the whole of UK and Republic of Ireland, the campaign shows a “Belief O’Meter” that’s specific to its representative country.  Data is pulled from live Instagram polls which ask the local country who they think will win their team’s next game. In a dynamic first, the Belief O’Meter visualises the results, and fills up a pint glass to the corresponding level of ‘belief’.