Today is the celebration of Arthur’s Day – the global marketing programme established by Diageo to help build the awareness and consumption of Guinness.
You could almost consider it as a second opportunity to celebrate all things Irish – the first of course being St Patricks Day.
I attended an event yesterday hosted by the Irish Internet Association and the Social Media Working Group (which I am a member of) and we covered a number of case studies about the use of social media in different international markets.
One of the case studies was from Discover Ireland and they mentioned their video that had been created and shared in Australia where they hosted a flashmob including members of Riverdance and school children in spectacular Central Station Sydney on St Patricks Day 2011. At the time of posting this article the video has been watched by over 1.8 million people.
When you watch the video, for me it invokes emotion. Particularly watch from 2:22 minutes through the video.
That is the power of mulitmedia or the written word.
That is also something that is connected to the Guinness brand also – when people drink a pint of Guinness it often reminds you of times that you have shared a pint with friends and colleagues.
When you review your marketing collateral or social media communications, what emotions are you trigger with your audience?
Start the video from 0:16 into the video to see how the event started
Watch now from 2:22 in for the full impact of the video.