Snow Patrol partners with Guinness
Guinness is teaming up with indie band Snow Patrol in a bid to further align itself with music.
The partnership will give the Guinness brand access to new recorded and live content by Snow Patrol.
The first phase centres around the band’s only two UK performances for 2010, set to take place in Northern Ireland on 5 June and Glasgow on 12 June.
A digital campaign to promote the partnership launches today (19 May) and includes interviews with lead singer Gary Lightbody and drummer Jonny Quinn, which will be seeded on social networking sites such as Facebook to fans of both Guinness and the band.
Through the partnership, Snow Patrol also aims to support new bands from their home regions, Northern Ireland and Scotland by co-hosting “The Guinness Acoustic Stage” at the gigs to support up and coming bands from the local areas.
The bands include: Robyn, Cat Malojin, Cashier No 9, Moth & The Mirror, Boy Who Trapped The Sun and Aerials Up.
A campaign will also run across the on-trade in pubs and radio to promote tickets for the live shows.
Performances from Snow Patrol and the local bands will also be streamed via the Guinness and Snow Patrol Facebook pages.
The deal was brokered by SO The Agency, which specialises in marketing brand and talent relationships.
The band will be supported by Editors, Band of Horses and Frightened Rabbit at the Glasgow gig.
