Kommando worked with PixAngels Photo Marketing to raise awareness of Guinness's sponsorship and mark their 100 year anniversary by bringing Cheltenham ‘s St Patrick’s day to life for all of the racegoers.
To celebrate St. Patrick’s Day, on behalf of Guinness, racegoers' were offered a complimentary personal memento of their day, courtesy of PixAngels. The on-the-ground team captured images of punters whom they decked out with the distinctive Guinness leprechaun toppers. Fans were then given wristbands which contained codes which allowed them to instantly view, download and share their images across social media. Participants accessed photos using their own devices and via the Guinness branded gallery. On the photo gallery, recipients were also able to view their images alongside the day’s big race winners.
As well as amplifying the brand message and reaching a wider audience through tags, likes and followers, the activity was able to capture consumer data for further marketing strategies.
Guinness is one of the most successful beer brands worldwide. The Cheltenham Festival is a meeting in the National Hunt racing calendar in the United Kingdom, with race prize money second only to the Grand National. Guinness has been a sponsor of the meeting for the last 20 years, with ‘The Guinness Village’ acting as a destination for attendees. A favourite as much at home as across the water, St Patrick’s Day at The Cheltenham Festival is celebrated with fun, music, fantastic racing and just a drop or two of the black stuff.