Pourfect Dublin by Dialogue Ireland
In an effort to jumpstart tourism in a tough economy, Dublin Tourism tapped Dialogue Ireland to create a campaign that celebrates the 250th birthday of iconic Irish beer brand Guinness.
At pourfectdublin.com, users can watch a demonstration of how to pour a perfect pint of Guinness and then pour one themselves and receive a score from one of two bartenders based on their technique and finished product. From there, users can send their best-scoring pour to a friend and enter a sweepstakes to win a free trip to Dublin to experience the real thing.
“We wanted to make a game that was fun to play, that made it easy to challenge your friends and that would have a good prize attached to it,” explains Jazz Williams, creative director at Dialogue Ireland. “We also added a viral element to it by rewarding you for sending it on to a friend,” he says.
A month after launch, the campaign has a 39% open rate among a database of 50K to which it was e-mailed, and over 52,000 virtual pints have been poured.
Creative Directors:
Des Columb
Jazz Williams
Copywriter:
Des Columb
Web Developer:
Paul Houlihan
TV Director:
Mercury Boy
Dialogue Team:
Des Columb
Aoife Luykx
Jazz Williams
Leah Donoghue
Please e-mail kevin.mckeefery@dmnews.com for all feedback and contributions.
