The brewer is working with Tullo Marshall Warren on the direct and email campaign, which breaks today, to promote a new game on guinness.com.
The game, 'Summer Fling', is a Frisbee-type game between two animated characters in a park. The game, which allows players to enter a league table, offers a top prize of a a fridge packed with Guinness Draught in cans. It was created by Carlson Digital, the interactive arm of Carlson Marketing Group.
The mailer and email are going out to existing Guinness drinkers to promote Extra Cold, mirroring the game's themes of blue skies and outdoor fun, as well as the "It's your round" strapline.
"The Guinness campaign hangs together really well," TMW's Damian Musgrave said. "The game, the direct marketing and the email are very consistent and exciting."
New visitors to the website will register in order to enter their top scores. The aim is to grow the existing guinness.com database, as well as create seasonal awareness around the Extra Cold brand extension.
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