Guinness Malaysia successfully wrapped up the House of Guinness showcase which saw a total of 14,580 visitors coming together to celebrate and welcome the brew into the Malaysian market.
The brand’s eight-week-long first-ever mission-based immersive experiential activation proved a hit with fans who got to discover the innovation of Guinness Draught in a Can.
Their attendance has set Guinness Malaysia on fire across various social media platforms, with a total of 6.6 million reach.
The campaign’s PR efforts also garnered media coverage with a score of 97% on the Media Quality Index (MQI) and 77 million PR impressions to date.
Guinness Malaysia had earlier this year introduced Guinness Draught in a Can to the local market, allowing lovers of the brew to enjoy the smooth and creamy texture of a pub-poured pint in the comfort of their own homes.
The launch of House of Guinness in July was to give fans a new drinking experience in exploring the innovation that went into the creation of Guinness Draught in a Can.
When fans arrived at the location at APW Bangsar, they had to earn their taste of Guinness Draught in a Can by successfully completing three missions.
After learning about the history and evolution of Guinness, guests were sent off to complete their first mission with the hint ‘The Widget is the Key’, where they had to grab the right widget in a blower room.
This is where the nitrogen widget, a white plastic ball filled with nitrogen gas inside each Guinness Draught in a Can, came to play.
Guests were then ushered to their second task, ‘Activate the Widget’ – a highly Instagrammable mission – evoking the magic of this innovative product with a light show representing the widgets and nitrogen.
Lastly, the ‘Release the Nitrogen’ mission saw fans stepping into a giant Guinness Draught in a Can. Within the can, they had to release the nitrogen to feel the “surge and settle” effect that gives Guinness its cold, creamy head.
At the end, those who successfully completed all three missions were awarded the title of Guinness Innovation Expert.
“We invited Guinness lovers as well as new drinkers to immerse themselves in the House of Guinness with its unique experiences. Through this call to adventure, fans learned about Guinness Draught in a Can in a playful way, and visually got a taste of why this product is so innovative.
“The experience was curated to resonate with the passion points of millennials and Gen-Z of legal drinking age. The amazing response and turnout are a testament to the brand’s ambition,” said Guinness Malaysia marketing manager Shaun Lim.
“The good news is, this is not the end as Guinness Malaysia will be back with even more reasons to celebrate in conjunction with the upcoming International Stout Day 2022,” added Lim.
Guinness and all related promotions and activities are strictly for non-Muslims aged 21 and above only. Guinness Malaysia advocates responsible consumption and urges consumers to not drink and drive.
