Guinness 'Shamrock'd' direct mail and social media campaign

How do you persuade Malaysians to get excited about St Patrick's day? Working with OgilvyOne, Guinness created a buzz around its St Patrick's Day events by harnessing the power of mail, social media and gaming. 

A mischievious Facebook app encouraged users to 'shamrock' photos of friends by adding green moustaches, beards and leprechaun ears. Each doctored photo earned them a coin in their virtual pot of gold.

Guinness turned these magic coins into physical vouchers and sent them to participants through the post. These vouchers could be redeemed at bars taking part in St Patrick's day events organised by Guinness.

Over 26,000 photos were 'shamrock'd' and attendance exceeded the client's targets by 70%.

Read more about this campaign and see pictures by downloading the case study below.