Guinness Brewery of Meteorology launches for optimal drinking conditions this winter in newly launched campaign via Thinkerbell
Guinness is ushering in the arrival of winter with the release of its ‘Guinness Brewery of Meteorology‘ platform in new work via Thinkerbell.
As the prime season for the famous Irish stout, the ‘Guinness Brewery of Meteorology’ web app forecasts the optimal conditions for a Guinness this winter, including a temperature triggered promotion for a free pint of Guinness when the temperature drops in your area.
The ‘Guinness Brewery of Meteorology’ web app builds on last year’s temperature-controlled winter promotion with geo-located technology to activate the offer when the local weather drops to 9 degrees and shows consumers where their nearest Guinness pub is. The temperature-trigger will also activate for OOH, alerting passers by when it’s ideal conditions for Guinness consumption.
Says Albertus Lombard, brand director of premium beer, Lion: “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.”
Australia’s best-known Irish expat Colin Fassnidge has been called upon as unofficial meteorologist for the Guinness Brewery of Meteorology, delivering bespoke Guinness weather reports for radio and social.
Says Paul Swann, executive creative tinker, Thinkerbell: “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.”
Says Neil Ackland, chief content, marketing and creative officer, oOh!: “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.”
The ‘Guinness Brewery of Meteorology’ web app is supported by a multi-channel campaign running across OOH, radio and digital channels. Guinness is also celebrating winter via earned media with the launch of a limited edition range of Guinness Thermals.
Visit https://www.breweryofmeteorology.com.au/ to check the forecast and see if you’re eligible for a free pint of Guinness.
Client: Lion
Creative Agency and PR: Thinkerbell
Media Agency: UM
Digital Agency: Affinity
Production: Humble
24 Comments
Clever idea for Guiness.
It’s certainly no ‘Good things come to those who wait’. Or even ‘made of more’.
https://www.adforum.com/creative-work/ad/player/34487639/murphys-when-it-rains-it-pours/murphys-irish-stout
Free pint of Guinness when it rains. Been done before…With a much better name.
This is worse than the Mars stuff if that’s possible. Why does it look so cheap?
Where the same ideas are being repurposed and reused – temp drops, rent goes up promos.
“When it rains it pours.”
At least you got to recycle those Binge-wear PJs
Cheer up, mate – it’s FREE Guinness! That’s heaps better than cheap.
The website thinks im in Perth.
How very unoriginal
Did TB run this campaign, idea and promo last year, or did they just give it a new name this year and PR it?
They most definitely ran it last year (though possibly under a different name), because I got myself a delicious free pint then too.
https://havasblvd.com/ux-portfolio/sydney-beer-co/
Wait, so I should wait for the right weather before I drink it?
Or is it award season weather it predicts.
I have been thrashing this promo. Delicious
We did it better
It’s free Guinness when the weather is cold in Winter….get over all your hang ups and suck down the free, creamy goodness
It’s a lazy creative idea for one of the worlds most iconic brands that they have chosen to PR on an advertising blog.
Put shit up, get shit responses
You may be right.
I feel like I heard a radio ad for this idea last winter.
It’s Deja Brew.
Strategically it’s sound-ish. The problem is Guinness is served cold and winter is perfect for semi-warm stout and porter. That said, what’s wrong with trying to own a season other than St Pat’s day? You’re not going to smash a Guinness in 40º heat. Unless you’re Irish, Guinness is now absolutely irrelevant in Australian bars, and they’ve never quite perfected drinking Guinness at home. Scrap that, if you’re Irish it’s totally irrelevant in Australian bars, cause it tastes like your aunt’s tit. Comparing this ad to brilliant brand campaigns like ‘good things come to those who wait’ is not right for what the brand needs here. The issue is, since craft beers started taking up ‘the Guinness tap’ (remember when you only had 3 beers to choose between?) it’s not on the consideration list. So you can’t just bang out a brilliant brand campaign, you have to give Aussies a reason to even consider it. A very tough ask and a long way to say, well, hats off. This is a decent start and I hope it works. Two shamrocks out of four. Jaysus, have you changed the taps since St Pats day? This taste like my aunt’s…
Colin looks like he needs to break the seal
“Unfortunately our allocation of free pints has been reached today.”
Tried the voucher out a few times and it’s pretty clear vendors weren’t engaged in this. The price preloaded on the voucher isn’t matching what pubs are charging for a pint or they have no idea about the promotion at all. Good to see a campaign that isn’t centred around St.Patrick’s day, but the voucher is unusable unless the pint is under $15 (and we all know it’s blasphemy to order a schooner of Guinness)