Tuesday, September 25, 2012

Guinness: Arthur's Day - Paints The Town Black App

Fans To Reveal Arthur’s Day Message and Raise
Over €30,000 for Arthur Guinness Fund

I've posted a lot about Arthur's Day, and will probably post some more, but this is definitely one of my favourite things happening around Arthur's Day this year. Today the Guinness Storehouse launched a brand new Facebook application that allows fans to paint a pixel on a canvass in the digital world that will trigger the spray painting a huge canvass in the real world action in the Guinness Storehouse to reveal an Arthur’s Day message.

The app also helps raising funds for charities as, for each pixel painted, Guinness will donate €5 to the Arthur Guinness Fund, generating in excess of €30,000 for the fund on completion of the painting.

Each pixel correlates to an area on the canvass that is hanging on the 1st floor of Guinness Storehouse. With 6600 pixels to paint, it is estimated that the final image will be created by midday tomorrow (Wednesday 26th September).

According to Lisa Fitzsimons, Marketing Manager of the Guinness Storehouse, ‘We are delighted that we are able to involve thousands of people in the creation of the real-world canvass at Guinness Storehouse. Fans of Guinness and the Guinness Storehouse can play their part in the creation of this canvass while continuing Arthur Guinness’ philanthropic legacy and generating funds for the Arthur Guinness Fund  benefiting many worthwhile social entrepreneurs in Ireland.’

Visitors to the Guinness Storehouse can interact with the application through teams of staff with iPads to claim their pixel and fans throughout Ireland can do so through their Facebook profile. Those who wish to see the real-world reveal can witness it on the 1st floor of the Guinness Storehouse.

The ‘Paint The Town Black’ can be found on the Guinness Ireland Facebook page and was developed by Tribal DDB London. Matt Oxley, Head of Creative Technology, Tribal DDB, London, said ‘This is a truly innovative campaign that blends technology and creativity to bring to life a traditional medium in a modern way’.

No comments: