The ‘Guinness Brewery of Meteorology’ launches via Thinkerbell
Guinness has launched a new platform, the ‘Guinness Brewery of Meteorology’, welcoming the cold, winter weather, via its creative agency Thinkerbell.
Guinness consumers can check the forecast on the ‘Brewery of Meterology’ web app, to see if they are in ‘optimal conditions’ to drink the beer.
The new spot features Irish-expat Colin Fassnidge as an unofficial meteorologist. Fassnidge will also deliver bespoke Guinness weather reports across radio and social.
The platform includes a temperature triggered promotion, using geo-locating technology, where consumers could get a free pint of Guinness when the temperature drops in their area. If eligible, the app will direct consumers to the closest Guinness pub.
Lion’s brand director of premium beer, Albertus Lombard, said: “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.”
Thinkerbell’s Paul Swann, executive creative tinker, added: “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.”
The temperature triggered promotion will also be across OOH signage, when the weather drops to nine degrees.
Neil Ackland, chief content, marketing & creative officer at oOh Media, said: “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.”
Guinness is also celebrating winter with the launch of a limited edition range of Guinness thermals, available to win via the website.
Credits:
Client: Lion
Creative agency and PR: Thinkerbell
Media agency: UM
Digital agency: Affinity
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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topics
Albertus Lombard
Brewery of Meteorology
Colin Fassnidge
Guinness
lion
Neil Ackland
Paul Swann
Thinkerbell
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