With one of the largest beer consuming holidays on the horizon, Guinness has started to stake its ownership claim on this international celebration known as St. Patrick’s day.
Through the use of their facebook page, Guinness is asking for fans of the brand to pledge their support, raise a pint and help make St. Patrick’s Day “The Friendliest Day of the Year.” The governing body who will record, monitor and grant the official title is non other than Guinness World Records (GWR). This will mark the first time they have worked together since GWR was sold by Guinness owner Diageo in 2001.
In addition to the facebook pledging, consumers are encouraged to join Guinness celebrations at retail locations across the globe. Once again, GWR ambassadors will be present to asses the number of consumers celebrating the famous day.
Guinness is showing other brands the importance of building and embracing a community. The brand is transforming itself into a facilitator of good times. This is a great example of how brands can capitalize on holidays (real or fictitious) to generate memorable experiences for consumers.
All you have to do to help set the world record is pledge to get out there with your mates and have a great St Patrick’s Day! Can Guinness count you in?