Guinness has launched a cross-platform campaign using the 1759 brand to encourage users to go online and prepare for a night out.
The 1759 campaign site, hosted on Guinness.com, features content sports, entertainment and travel content, as well as articles such as event listings.
Content featured in the portal will be tailored to user’s browsing habits, and forms part of its “there’s More Life in the Dark’ campaign, according to the Diageo-owned brand.
The site also aims to drive footfall into local bars with a ‘what’s on’ tab that directs users to events in their area on submitting their postcode.
It was named after the year the Guinness was first produced and its content will also be available through a range of channels, including a social networks Facebook and Twitter and further mobile channels.
Paul Cornell, marketing manager for Guinness at Diageo GB, said, “More and more people are turning to digital platforms for information, entertainment and ways in which they can enrich their day-to-day experience.”
The campaign was devised and partly implemented by marketing agency Tullo Marshall Warren.
The campaign follows on from Guinness’ earlier iAd campaign, launched at the beginning this month.
This story first appeared on New Media Age. For more digital stories and analysis’ from NMA click here now