Guinness Europe has found an innovative way to reward beer lovers for drinking its famous Irish dry stout, by offering them a trip on a private jet to Dublin.
For the campaign, the brewer has engaged 1,000 pubs across the UK, which will be visited by its own flight crew to find people drinking a pint of the black stuff. The visits will be made between 5 October and 1 December from 6pm to 8pm and consumers holding a Guinness will be registered in a prize draw to compete to win the journey.
The campaign is being promoted on Facebook through an application that contains information about the initiative. Guinness has also included an advert that features its stewardesses, a locator displaying the participating pubs and a gallery for the winners.
The brand is working with social media analytics firm PeerIndex to spread the word among its Peer Perks scheme members to take the role of social influencers, helping PeerIndex to identify the most suitable audience for the campaign. According to the firm’s chief executive Azeem Azhar, social influencers are capable of interacting with between 1,500 and 2,000 consumers each on a daily basis.
The campaign follows the recent celebrations for Arthur’s Day, which were dedicated to the brand’s founder Arthur Guinness. In August, the brand kicked off celebrations under the Paint The Town Black theme, allowing fans to get involved in “painting the town black” while donating to charities. The initiative was also accompanied by music performances across a number of pubs.