The Challenge

Drive Guinness(R) on-premise Quality compliance.

The Solution

Provided on-premise customers with the opportunity to reward bars through a text message voting promotion linked to the experience of being served a high quality pint. In-bar posters encouraged consumers to text message the word 'GREAT' if they had a great tasting, properly poured pint of Guinness (R) in-bar. Following SMS age authentication, the Guinness (R) lover was told by SMS that they were in the grand draw to win a tasting session with a master Guinness brewer in Dublin. Runner up prizes of 500 HMV vouchers were included in the prize pool.

The Result

Fantastic Guinness (R) fan participation with a huge buzz generated in thousands of pubs and bars up and down the country. The result? 8% on-trade sales uplift compared with the same period in the previous year.