Diageo GB is launching a new digital relationship marketing programme for its Guinness brand, named after the year that Arthur Guinness started brewing, 1759.
The new platform, devised by Tullo Marshall Warren, aims to provide consumers with great experiences and content, as well as giving them the tools and the inspiration for great nights in and out.
1759 will feature branded content and contributions from a range of popular websites to give the user inspiration around great experiences, great nights out and what to talk about when they’re there. It is available at http://1759.guinness.com/
The site is split into four sections: sport, entertainment, life and what’s on. The first three offer readers relevant and useful articles such as ‘five great apps for meeting up with your mates’, while the ‘what’s on’ tab allows users to type in their postcode to receive a list of current local events.
The content will also be personalised depending on user browsing habits so they get more relevant and tailored information each time they visit. As well as strengthening relationships with consumers, the campaign will also have a strong focus on driving footfall into the trade through special promotions.
Hosted on Guinness.com, 1759 will be available through a range of channels, including social networking sites Facebook and Twitter, and via mobile and email communications. The work forms part of a larger multi-platform digital campaign for the brand – There’s More Life in the Dark – and follows the release of the recent Guinness iAd.
Paul Cornell, marketing manager for Guinness at Diageo GB, said: “We’re really excited to be launching 1759. More and more people are turning to digital platforms for information, entertainment and ways in which they can enrich their day to day experience. 1759 helps consumers to have great times with a Guinness by giving them personalised content that they can use in their daily lives.”
TMW head of social media Martin Harrison added: “We’re putting content at the heart of our strategy so that Guinness can provide consumers with more useful communications on a more frequent basis. We aim to become part of their digital landscape instead of trying to interrupt it.”
