The marketing wheeze that is Arthur’s Day has come around again this year. So successful was the event last year that the umpteenth anniversary of the founding of Guinness has now become the umpteenth plus one. And why not when 92% of those who enjoyed the experience last year said they’d be willing to give it a lash again next Thursday.
In The Sunday Business Post John Burns, the marketing manager of Guinness, is pictured toasting the event with a pint of plain.
“We are doing less marketing now but to a higher level, so we can spend where we think we can add real value,” Burns said.
Apparently, an Arthur’s Day facebook page has more than 153,000 followers and the company has also built a free mobile app this year (although no details are given in the piece as to what this might contain – answers on a beermat, please).
“There is 103% penetration of mobile phones in the Irish market, so we want to get our message right to people’s fingertips, and social networking is also a major part of that. The best brands stay ahead by adapting and investing through tough times,” Burns said.