Guinness ran a mobile campaign at this year’s Hong Kong Sevens, an annual rugby tournament, around the theme ‘Moments of Greatness.’ Mobile applications were used to provide visitors with information on the event, from match schedules to city guides in order to make sure tourists don’t get lost. In the mood for a cold one? The mobile application contains addresses where cab drivers can show passengers where to go for a Guinness. It even acts as a translator for those who don’t speak Cantonese with prerecorded phrases such as “Take me back to the South Stand”, “Another round of Guinness please” and “Can you direct me to the nearest ATM machine?”
The scheme is being described as new and innovative and targets professionals ages 25-45 years old, but did it actually resonate with the demographic? We asked around…
Nelson, a 28-year-old Hong Kong professional, thought it was “a very new form of marketing that Guinness is using. I found it interesting and I will definitely continue to pay attention to it. Their way of marketing makes the brand cool.”
Sarah, a 30-year-old market researcher, said, “My mobile is always close to me, so its a smart idea to use cell phones as a marketing tool, especially when the products are targeted at professionals. Though I do not drink, I would definitely tell my friends about it when it pops up.”
In a market used to getting spammed with marketing messages, a campaign that actually provided something useful was obviously welcome.
- Louisa Wong, NGT Hong Kong
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