Guinness taps mobile for pint campaign
The program asks consumers at participating businesses to rate their pint of Guinness via their mobile phone. Each time consumers rate their pint they are entered into a sweepstakes in which the winner gets a trip to the Guinness Brewery in Dublin, Ireland, during the company's 250th anniversary.
“Guinness is really big on quality in terms of its beer and the way that it is served,” said John Lim, CEO of Mobile Card Cast, Tarrytown, NY. "Guinness believes that raising the quality of its product will ultimately mean more sales."
The top performing accounts - bars or restaurants serving Guinness - in each market will receive a celebration party.
“This is great fun for an establishment’s patrons,” said Seth Kaplan, managing partner of Mobile Real Estate ID, Tarrytown, NY.
“They get to interact with the product and service they’re receiving, give immediate feedback to the bar, and oh, yeah, they have a chance to win a trip,” he said.
Live drawings will be held on the television sets in each of the participating establishments for the trips to Dublin.
A plaque will be presented to the bar for serving one of the “Greatest Pints of Guinness in America” as voted by the consumers.
The night will culminate with a toast to the account for its accomplishment.
This program is part of a bigger mobile effort built off the pride of Guinness and its loyal consumers.
The Guinness Quality Mobile Program is the first of its kind.
This program allows consumers in a non-invasive way to tell the bar or restaurant how much they enjoyed or disliked their pint.
While the consumer rates the pint, the bar or restaurant is now measured against its peers.
Also, the program creates a competition within markets and amongst establishments that serve Guinness.
Consumers are asked to rate their pint on a scale from one to 10 via text message. They are asked to text "GREAT" to the short code 88500 for a chance to win the trip to Dublin.
Table tents, coasters and posters within participating bars and restaurants will promote the program.
Additionally, a tip card will be available to patrons, which will give them tips on how to rate a pint of Guinness.
“I think Guinness chose mobile because, No. 1, it is the most popular form of communication these days, especially SMS,” Mr. Kaplan said.
“It is pretty much guaranteed that everyone who walks into a participating bar or restaurant has a cell phone and can interact with the program, without ever having to fill anything out," he said.