Guinness Unveils New Site to Attract Repeat Visits

Share this content:
British Isles brewer Guinness UDV, maker of Guinness beer, has relaunched its Web site in a bid to strengthen its relationship with online consumers.


Retooled by agency Carlton Digital, the 5-year-old Guinness.com is now divided into three interactive areas -- "Knowing," "Seeing" and "Doing" -- to encourage repeat visits from consumers.


"We want Guinness.com to work as hard as possible for the brand and continually look to evolve the site," Anita Robinson, global marketing director at Guinness, London, said in a statement.


Guinness shop Carlson Digital also works on the brewer's Johnnie Walker whisky brand account. Other clients include the British Broadcasting Corp.'s beeb.com, BOC Gases, Dunlop, eComet, Muller and Crown Paints.


Carlson Digital is the interactive arm of Carlson Marketing Group, a customer relationship management firm.


The "Knowing" section addresses a consumer's desire for more knowledge of the Guinness brand and heritage. A timeline allows consumers to scroll through important events in the brewer's history.


Included in the same section are Guinness brand facts and prompts for visitors to submit their own pearls.


Those interested in Guinness advertising can visit the most comprehensive archives outside the Guinness Storehouse landmark in Dublin, Ireland, by clicking into the "Seeing" area.


Here, consumers can see the latest "Free-In" ad. They can also post their views on current campaigns, mail online cards, vote for their best Guinness ad and test their advertising knowledge.


It is in the "Doing" area where Guinness hopes to retain abiding consumer interest. This section boasts promotions, offers and sponsorship information. The Guinness online merchandise store is located here as well.


The revamped site initially debuts in Britain, followed by Ireland, United States and other key markets. The site was retooled for 500,000 pounds, or $714,000.


"Our challenge was to create a site that would -- bring consumers back again and again in an environment that deepens the consumer's relationship with the brand," Nick Meads, creative director at Carlson Digital, said in a statement.


close

Next Article in Digital Marketing

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above