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6 Nations viewers found the right pub at the right time with a little help from Guinness

For this year’s RBS 6 Nations, Guinness ran a locally targeted, dynamic Out-of-Home campaign that celebrated the brand’s status as the official beer of the tournament.
Devised by Carat and Posterscope and deployed on JCDecaux’s LDN network, the campaign sought to capture the attention of Guinness fans and direct to them to pubs nearby where they could watch England battle to claim the Grand Slam whilst enjoying a pint of the much loved pub favourite.
The campaign’s dynamic creative element was automatically ad-served as a match approached to provide kick off times and distance to nearby pubs screening the live match (run through Liveposter).  A network of sensors fitted in participating pubs captured footfall data and, based on capacity levels, triggered real-time, tailored creative executions to cleverly drive fans to the best venues to watch the game.
Elliot Duncan, Guinness Marketing Manager Europe, said: “Guinness is a beer Made of More so we wanted an OOH campaign for the RBS 6 Nations that would embody this and provide more relevant content for our fans and pub partners. This campaign gave audiences upcoming match information and also let’s passers-by know where there was an available seat nearby to catch the game accompanied by a pint of the official beer of the tournament.”
Alexandra Porritt, Client Manager at Posterscope said: “This campaign used location-marketing expertise to programmatically ad-serve relevant creative to audiences: using footfall data, location and geo-targeting, and dynamic creative to provide useful information to fans, in an engaging way, at the right time and in the right place.”
Via: JCDecaux 
 

Guinness West Indies Porter on Clerkenwell Road

To mark the launch of the new Guinness West Indies Porter, Diageo and Posterscope created a large hand-painted mural in Clerkenwell, an area known for its trendy bars and pubs. Posterscope’s Hyperspace team facilitated the project with High Rise Murals which is due to run until the end of November. The creative takes on a vintage feel to promote the heritage of the product, which is based on the recipe created in 1801. The campaign aims to hit the beer market trend of ‘premiumisation’ and the proliferation of craft beer brands and micro-breweries which are creating a new generation of beer-literate consumers.

The Guinness QR Code Glass

QR codes on these pint glasses can only be activated when filled with Guinness.  Scanning the code with a smartphone creates tweets about the pint, status updates, Foursquare check-in’s, downloads coupons and promotions, and can invite your friends to join you.
Via: adsoftheworld

Moving paintings

As part of Guinness’s ‘Pour your own Pint Experience’  reproduction ‘oil paintings’ of Arthur Guinness come ‘alive’ in selected bars in Ireland.  The portraits are in fact digital screens with video vignettes timed to activate every 10 minutes.
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Via: DailyDOOH.com

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