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.
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