A first-of-its-kind social media campaign in the lead up to first
Arthur’s Day™ celebrations
GUINNESS® Singapore launched “Paint the Town Black”, a campaign aimed
at engaging fans online and on ground by combining social media and
traditional out-of-home media to celebrate Arthur’s Day.
Through the creation of an innovative Facebook application, GUINNESS
fans participated in the real-time painting of a massive Arthur’s Day
outdoor site hosted at CityLink Mall. Fans had to “like” the GUINNESS
Singapore Facebook page (www.facebook.com/Guinness.SG)
on their computer or tablet, accessing the “Paint the Town Black”
application, then a synchronised “spider-plotter” device painted the
huge canvas in real-time using a water-based spray paint.
[View the teaser video – http://www.youtube.com/watch?v=SbQRgSE0zus]
The entire painting process was streamed “live” on Facebook so fans
got to see the progress of the artwork being slowly revealed. Some
enthusiastic fans also headed down to CityLink Mall during the mall
hours and viewed the “Paint the Town Black” activation in the flesh.
Note : Arthur’s Day is an annual music event which celebrates those
who, like GUINNESS founder Arthur Guinness, are distinctive, bold and
epitomise the concept “Made of More”. It is also a celebration of
Arthur Guinness’ legacy and the much loved GUINNESS brand.
Photo Credit : APB
