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Diageo Guinness

Diageo launches Guinness digital relationship marketing programme 1759

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By The Drum Team, Editorial

May 25, 2011 | 2 min read

Diageo Great Britain is to launch a new digital relationship marketing programme for Guinness.

Named after the year the company began, the 1759 platform will aim to provide consumers with experience and content, while also offering inspiration for nights out.

The 1759 site will feature branded content and contributions from a range of websites with the aim of offering users inspiration for a night out and will be split into four sections; sport, entertainment, life and what’s on.

Content will also be personalised depending on user browsing habits to make it more bespoke and tailor information for each visit, while aiming to strengthen relationships with consumers.

The campaign, led by Tullo Marshall Warren, will also have a focus on driving footfall into the trade using special promotions.

Paul Cornell, marketing manager for Guinness at Diageo GB, commented: “We’re really excited to be launching 1759. More and more people are turning to digital platforms for information, entertainment and ways in which they can enrich their day to day experience. 1759 helps consumers to have great times with a Guinness by giving them personalised content that they can use in their daily lives.”

Social networking sites will also host the campaign and will form a part of the larger multi-platform digital campaign for the brand, such as ‘There’s More Life in the Dark’.

Diageo Guinness

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