Guinness Class was an experiential campaign designed to encourage people to visit the pub between 6 and 8pm and buy a pint of Guinness. In return they had the chance to win a flight to Dublin for themselves and their friends.
In order to share relevant messaging with consumers and generate excitement, Guinness partnered with Liveposter for the digital outdoor campaign.
We chose the CBS London Underground LCD network as the perfect way to target consumers on-the-move or after work.
We also developed a bespoke Liveposter platform to schedule and distribute content based on location and time of day, and created design templates with location-aware maps showing participating pubs in each locale.
A live countdown marked the time remaining until 6pm, the point at which Guinness teams would be touring the pubs and rewarding lucky drinkers.
Over 1400 pubs participated in the campaign across the UK.
Over the nine-week campaign 85 people were rewarded with tickets to Dublin.
This campaign was also the first time location-aware content was deployed on the CBS LCD estate.