Execution

Instead of selling or giving tickets to the event away through promotions, we decided that people should earn their tickets through acts of boldness and standing out. We set up 3 installations in and around Singapore. Each installation had a specific challenge: #1 The mystery tap – a Guinness draught tap with an empty glass stood awkwardly in the middle of Singapore’s busy CBD with a simple invite in front of it, ‘Are you bold enough?’. Many looked at it curiously and walked on by. But some would stop, approach it, touch it to see if it was real, look around and then start to pour themselves a pint of Guinness. Upon doing so our hidden promotional team would appear and present the bold Guinness drinker with free tickets to Arthur’s Day #2 The boldest buskers – a band would stand alongside our booth in a busy shopping area which asked people if they were bold enough to pick up a tambourine and play alongside. Those who stepped up to pick up the tambourine and start jamming with our Guinness band would immediately receive free tickets #3 Cheers to Arthur - a lone foam pint of Guinness stood on a plinth alongside a blank booth. In front of the booth for all to see was a slightly raised podium with clear challenge written on it, ‘Are you bold enough?’. Curious Singaporeans would approach the booth to see what all this was about which would activate our Arthur’s Day booth. They would then see the booth come alive as it challenged them raise the lone pint glass and cheer to Arthur as loud as they could….in public. Upon doing so our promotional team would appear and hand them free tickets. We filmed our bold participants taking part in our challenges which then went on to become digital content for YouTube uploads and rich media banners