The Guinness Night Football campaign was an award-winning digitally-led campaign that was aimed at enriching the football experience in and beyond the bar uniquely. Our goal was to light up the night with unexpected football experiences that brought extraordinary moments of colour, character, and flair to the beautiful game over a Guinness, targeting passionate football fans between 18-35 years.
Four epic nights. Four counties. Countless fans. Endless fun. We launched an exceptional campaign where we called out to every fan whose heart beats for football to join us and experience fun-filled nights of football capped with the flavour of a cold Guinness. Hundreds of fans poured into unique Night Football locations eager to share their passion for the game and showcase their talent.
Through the campaign, Guinness improved its dynamism and innovative perception among younger premium consumers and increased awareness and trial. We achieved well over 15 million impressions, and more than 300,000 engagements through paid and organic media on Google, Facebook, Twitter, Instagram, and YouTube.