Collector Scheme
Guinness Free 4-Pack Collector
- Product
- Guinness 4-Pack
- Promotion
- Collector in London Paper
- Promoter
- Diageo
- Promotion Period
- Sept 2009
Some background…
As Guinness’ 250th anniversary celebrations reached a crescendo on Arthur’s Day, 24th September, Guinness invited the UK to raise a toast to Arthur Guinness in an array of celebrations across the country. They approached Umbrella about running a collector scheme in London newspapers for a free 4-pack of Guinness.
The mechanics…
The London Paper ran 3 adverts across consecutive days (22nd, 23rd, 24th September). Each day featured a token with the relevant number clearly marked – either 1, 2 or 3. Consumers needed to collect all 3 and affix them in the indicated spaces on the final advert in order to be valid. The final advert also carried a bar code. Consumers were required to take this along to a participating retailer in order to redeem against a 4 pack of 330ml bottles of Guinness Original.
