Guinness Australia is running a competition for fans to select the song it will use to celebrate “Arthur’s Day”, the day on which the founder of Guinness is commemorated.
Fans can choose between Angus Stone’s cover of either “Dreams” or “Blowers Daughter” through a Facebook “like-off”. The winning song will be played at bars across Australia on September 28, as well as being available for download on iTunes. Proceeds from the song will be donated to SurfAid International.
The activation was devised by One Green Bean in a local re-working of a global Arthur’s Day campaign.
Matt Bruhn, marketing director for Diageo Australia, which distributes the brand in Australia, said in a statement to Mumbrella: “The philosophy behind the Guinness brand is that the more you put into something, the more you get out of it. Music is a great example of this and something that we continue to recognise and celebrate as a brand at a global level.
“The idea to partner with Angus Stone came from our PR agency, One Green Bean. Angus Stone perfectly embodies the ‘Guinness Made of More’ positioning. Famous as one half of brother/sister duo Angus and Julia Stone, he has recently made the bold decision to step out of his comfort zone and shine as a solo star.”
The promotion will also involve album giveaways and engraved guitars as prizes in retail outlets.