Last year, Guinness became a hit in socials in Ireland with Pints of View beer mats – interactive coasters featuring a pop-out, pint-shaped hole designed for taking, framing, and sharing “pint selfies” on social media.
This year, Born Social has extended the idea, appealing to egos across Ireland, and Great Britain, with POV (Pint of View), a pint-shaped silhouette that invites the Guinness community to place their own perspective of a Lovely Day right (themselves, naturally) at the centre.
The new social campaign launched during the Guinness Six Nations, taking the spirit of matchday to life beyond the stadium. The pint-shaped aperture becomes a visual expression of what a Lovely Day for Guinness truly looks like – friends (or friendly rivals) gathered outside the stadium, the pre-match pint, or the elated walk back to the local after the final whistle. Large-scale POV installations landed outside The Aviva Stadium – and, encouraging participation beyond the stands, installations have also rolled out at select pubs across Ireland.
The campaign also extends into the on-trade, with POV beer mats returning for their third drop in Ireland, and landing in the UK in February. Following significant organic uptake, Guinness Ireland is responding to demand and interaction by supplying its on-trade partners with an additional 1.5 million mats. Pint of View out-of-home projections will go live across key on-trade and route-to-stadium locations, lighting up Lovely Days moments throughout the Guinness Six Nations.
POV (Pint of View) builds on Guinness’s Lovely Days brand platform and the brand’s long-standing association with communion, ritual and connection. Designed to connect IRL and URL, the idea places fans at the centre of the story. It has been created as a flexible system, capable of moving beyond rugby into festivals, music, and other social occasions where Guinness is already present. The campaign is designed to scale through co-creation, building an ecosystem of community-first content that can live across social, OOH, DOOH and future activations.
Gabriel Corcoran, brand manager, Guinness IRE, commented, “POV is a celebration of the Guinness community at its very best, capturing how people naturally come together to share their Lovely Days, both in the moment and beyond. By recognising and platforming this spirit of sharing, we’ve been able to extend Lovely Days into new places and occasions, enabling those moments of connection and co-creation to reach more people, at a greater scale, in a way that feels unmistakably Guinness.”
Paddy Smith, chief creative officer at Born Social, added, “This is proper social-first thinking, connecting the real-world to the digital one authentically. POV works because it doesn’t tell people what to do, it creates the conditions for participation and lets the community take it somewhere bigger than we ever could on our own.”
Credits
Creative Agency: Born Social – creative strategy, concept, platform development, social-first thinking
Media Buying: PhD Media – OOH / DOOH
Experiential Delivery: Verve
Production Partners: HHG & VML (early asset development)
