LION NATHAN NZ Great Guinness Games
15 February 2006 – 19 March 2006

Problem
The on premise liquor market is bombarded with instant win promotions most of which used tried and tested formulas e.g. scratch cards. Guinness needed to create an innovative promotion which cut through the clutter.

Objective
To stretch the St Patrick’s Day build up to a 4 week on premise promotion and create a unique and involving game card which could leverage the Guinness pure Genius message and generate "talk-ability and high interest" amongst the Guinness fraternity.

Opportunity
Guinness drinkers are very loyal and tend to drink in sessions with companions. They are computer savvy.

Solution
The concept was based around the design of a totally unique game card which had 3 uses.

1. Instant Win. Pop out the centre disc and win instant Guinness prizes of dice, t- shirts, and playing cards. This generated repeat purchase.

2. Guinness drinks coaster.

3. Join as many coasters as possible to make a cool shape or model. Photograph or Pxt and email to photos@guinnessnz.co.nz and the best 4 won a Guinness Goodies pack worth $400.

This aided sociability and the session drinkers.

Involvement
There were 58 selected bars involved throughout NZ.

Mechanics
Simplicity was the key here. Each pint of Guinness purchased earned the patron a Great Guinness Games card.

Communication
• Point of sale – A0 & A2 Posters, table talkers
• Great Guinness Games Cards
• Website
• Radio

Results
• Sales of Guinness were increased in over 80% of the participating bars.
• Increased awareness and a lengthening of the St Patrick’s Day experience.
• 876 entries received online for the judged Guinness Goodies competition.