An innovative promotion with Guinness and Today FM which combined both on-air and digital elements into a full 360, cross platform solution anchored on the Last Word show with Matt Cooper.
Carat approached Communicorp One with an opportunity to promote and support the Guinness “Behind Every Great Town” campaign in the lead up and during the GAA All Ireland Championship. As Guinness are an official partner of the GAA, it presented us with the perfect opportunity to propose a cross platform, fully integrated promotion to not only increase brand awareness for Guinness, but also generate interaction and engagement between the brand itself and the Today FM audience.
The main challenge for Communicorp One was figuring out how to connect with consumers on a local level (where possible). There was a need to create culturally relevant content throughout all stages of the championship campaign while at the same time partnering with a key media personality that is genuinely passionate about GAA and that this filters through the entire promotion. This fell perfectly with Today FM and Matt Cooper – to drive a really memorable and innovative promotion, across various media platforms.
Our full service solution combined a number of different factors, culminating in a unique offering and media first for Today FM and Guinness. With such a great prize on offer, we were able to think outside the box and in particular take advantage of Matt Cooper’s well known love of and affiliation with the GAA to drive the promotion among our audience, not only from an on-air point of view, but also amplifying the online entry mechanic with the Guinness GAAstermind interactive quiz.
Given Today FM’s national reach, we focused on this by regionalising our promotion through an online interactive game testing GAA fan’s local and national knowledge and in essence bringing Guinness back to the heart of the community or village or local town.
The concept of the online interactive game was based on the long running and much loved Mastermind format, whereby contestants answer a series of questions on their chosen specialist subjects, as well as general knowledge.
Taking this basic format, we adapted it especially for Guinness, making GAA the main focus of the Quiz. People were directed to a dedicated webpage via display and on-air mentions whereby they would register and choose their own provincial location. This would then determine the choice of questions that contestants would randomly receive, based on their chosen province i.e. Munster, Leinster, Ulster or Connacht. This section would replace the “Specialist Subject” section, with Round 2 based on general GAA knowledge.
Partnership activity included:
The partnership activity included
The campaign achieved above all estimations in terms of views, competition entries & reach. The numbers below will prove that the content certainly resonated with the audience and drove high engagement levels.
We couldn’t believe the GAA knowledge and enthusiasm of the Today FM audience. The level of engagement throughout the tournament was fantastic, and helped keep Guinness relevant throughout all stages. Across spots, on air competitions and a final event, the partnership was seamless.Eimear O'Farrell