Guinness Paint The Town Black

Tasked to drive Facebook fan growth while raising awareness of musical events celebrating the founder of Guinness, the creative challenge of Arthur’s Day lead us to do something totally new.

Our creative technologists designed and built a one-of-a-kind motorised robot that hung in front of a giant canvas and spray-painted a portrait of the stars of Arthur’s Day. The robot was controlled by Facebook Fan interaction, each fan claiming one tiny pixel of the completed piece of art and spreading the word about the campaign on their Facebook walls.

The robot travelled to a variety of Guinness’ key markets and it was a smash hit. Over 10,000 people in over 100 countries claimed a pixel and the campaign got prime time coverage on Singapore TV, where alcohol brands are not allowed to advertise.

Best of all, Guinness gained over 32,500 new Facebook fans.