The campaign asks Guinness drinkers to "Party with us" by visiting their local for a Guinness St Patrick's Party.
An email viral sent to a database of 170,000 drives visitors to a campaign .
The site features an animated online party and lets users search for pubs hosting parties. Visitors can also enter a competition on the site, with the chance to win a trip to New York by guessing how big the "viral party" will be.
Two mail packs target Guinness's database of 600,000: people who drink Guinness regularly received a pack containing a pair of green shamrock-shaped glasses to wear on St Patrick's Day; and a more basic shamrock shaped-pack targets less frequent drinkers.
Pubs local to consumers' postal addresses have been lasered on to both packs and a questionnaire in the pack gives recipients a chance to win a trip to Dublin and visit the Guinness brewery at St James' Gate.
The campaign was developed by agency Tullo Marshall Warren.
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