For Guinness, St Patrick’s Day is the biggest sales peak in its calendar. Yet research revealed that celebrations were often planned a few days in advance. Guinness wanted to engage people with St Patrick’s Day in advance and to mobilise its global fans to join the celebration.
Guinness wanted to unite the world on St Patrick’s Day and redefine the 17th March as the Friendliest Day of the Year. To achieve this Guinness World Records identified two key objectives; get Guinness drinkers to engage with the brand on social media and to deliver participation on the day.
A dual record-breaking solution was developed: Most pledges for a campaign, to deliver advance engagement and encouraging celebration planning, and the Largest St Patrick’s Day celebration globally, to make the this year’s party officially the biggest. The campaign extended across five continents, 400,000 off-trade venues and reached more than 7 million consumers globally.