Pourfect Dublin - Dialogue Ireland

Background

In a very difficult year for tourism, Dublin Tourism wanted to promote Dublin as a holiday destination and highlight the 250th anniversary celebrations of Guinness this year.

They needed an innovative marketing campaign for Dublin to stay prominent in the minds of the consumer and their aim was to contact their database and to expand it.

To let people know about the craic that can be had in Dublin, what better way to whet their whistles than by getting them to pour a virtual pint of the black stuff and think about how great it would be to sink a pint of the real thing in the home of Guinness?

Idea

www.pourfectdublin.com invites you to pour a perfect pint of Guinness and then send it on to a friend, thereby entering a competition to win a trip to Dublin to celebrate, among other things, 250 years of Guinness.

When you open www.pourfectdublin.com you get to choose between Declan and Deirdre, who will give you a masterclass in the art of pouring a pint. Then it’s over to you. You need to get the angle and the timing of the pour right or you could end up with a comment from the bartender such as: "That's got more foam on it than a fire extinguisher".

You can then send on a virtual pint to a friend and be in with a chance to win a trip to the home of Guinness!

Results

Launched on the 19th June 2009, the ‘Pourfect Pint’ viral has already been opened over 64,500

times!

The initial opening response rate was 38.8%

Our Thoughts

This is a perfectly functional little piece that has, again, generated some pretty good results. It feels reasonably familiar as a construct but I’ve never thought about pulling a pint of Guinness before and it got me to do that. Maybe it’s because I’m suffering a little from last night that I don’t love it as much as I want to.