Situation: Guinness Black Lager wanted to create a unique mobile promotion that highlighted the brand's associations with its native country and strengthen its association with rock and roll music.
Solution: In partnership with its promotion agency Colangelo, we developed a text message contest, where one lucky winner gets a chance to fly to Europe to meet the Irish band, The Script. To enter, users need to text in the phrase "BLACK LAGER" to 811811. After validating their age, they are presented with a simple form into which they enter their details and are entered into the draw. The contest runs from September 1, 2013 to December 31, 2013.