Guinness

Paint The Town Black

Practices

Find out more about our practices.

TURN PASSIVE AWARENESS INTO ACTIVE PARTICIPATION.  How do you drive Facebook fan growth while raising awareness of musical events celebrating the founder of Guinness? The creative challenge of Arthur’s Day led us to do something totally new.

 

10,000 tiny pixels

CROWD SOURCED PORTRAITS CREATED BY FANS.  Using the live music concerts on Arthur’s Day in an unexpected way, we devised a ground-breaking campaign which linked the physical and digital worlds. This allowed Guinness fans to ‘Paint The Town Black’.

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INNOVATION

ONE-OF-A-KIND ROBOT.  Our creative technologists designed and built a unique motorised robot that hung in front of a giant canvas and spray-painted a portrait of the stars of Arthur’s Day. The robot was controlled by Facebook fan interaction, each fan claiming one tiny pixel of the completed piece of art and spreading the word about the campaign on their Facebook walls.

WHAT WE DID

EXPERIENTIAL DESIGN
TECHNICAL INNOVATION

SOCIAL ENGAGEMENT
PHYSICAL INSTALLATIONS

 

SO IMPRESSIVE THEY BENT THE RULES. Travelling to a variety of Guinness’ key markets, the robot became a smash hit. Over 10,000 people in more than 100 countries claimed a pixel and the campaign got prime time coverage on Singapore TV; an incredible achievement given alcohol brands are not allowed to advertise there. Best of all, Guinness gained over 32,600 new Facebook fans.

10k
pixels claimed
100
countries
32.6k
new FB fans