Background

Guinness, established in 1759, is one of the oldest and most recognized beer brands across the globe.

Objectives

Generate brand awareness and buzz among the target demographic of 21 to 34 year olds. Enable customers to interact with the brand through radio contests, concert tours and other event promotions.

Solution

Soapbox Mobile created a live interactive SMS (text) campaign targeted for radio and a Guinness-sponsored concert tour featuring Wyclef Jean. DJs asked trivia questions and monitored the answers in real time as listeners responded via mobile. Winners were called back on the air and invited to the sponsored concert.