Guinness Brewery of Meteorology launches for optimal drinking conditions this winter in newly launched campaign via Thinkerbell
Guinness is ushering in the arrival of winter with the release of its ‘Guinness Brewery of Meteorology‘ platform in new work via Thinkerbell.
As the prime season for the famous Irish stout, the ‘Guinness Brewery of Meteorology’ web app forecasts the optimal conditions for a Guinness this winter, including a temperature triggered promotion for a free pint of Guinness when the temperature drops in your area.
The ‘Guinness Brewery of Meteorology’ web app builds on last year’s temperature-controlled winter promotion with geo-located technology to activate the offer when the local weather drops to 9 degrees and shows consumers where their nearest Guinness pub is. The temperature-trigger will also activate for OOH, alerting passers by when it’s ideal conditions for Guinness consumption.
Says Albertus Lombard, brand director of premium beer, Lion: “At Guinness, we’re as weather obsessed as the rest of Australia. As the weather gets chillier and punters are heading to the pub, if the conditions are right for Guinness, a pint is on us.”
Australia’s best-known Irish expat Colin Fassnidge has been called upon as unofficial meteorologist for the Guinness Brewery of Meteorology, delivering bespoke Guinness weather reports for radio and social.
Says Paul Swann, executive creative tinker, Thinkerbell: “We’re excited to share this special service by Guinness dedicated to reporting weather this winter. When the weather gets bad and the temperature drops, the Guinness just seems to get better and better.”
Says Neil Ackland, chief content, marketing and creative officer, oOh!: “POLY’s dynamic weather trigger technology, combined with the QR code, establishes a powerful link between Guinness, a drop in the temperature and audiences this winter.”
The ‘Guinness Brewery of Meteorology’ web app is supported by a multi-channel campaign running across OOH, radio and digital channels. Guinness is also celebrating winter via earned media with the launch of a limited edition range of Guinness Thermals.
Visit https://www.breweryofmeteorology.com.au/ to check the forecast and see if you’re eligible for a free pint of Guinness.
Creative Agency and PR: Thinkerbell
Media Agency: UM
Digital Agency: Affinity