As part of a new out-of-home campaign, Guinness is using social data collected from Instagram and Twitter to target its fans. The campaign finds social users that have a penchant for sports, pubs and Guinness and makes it possible to determine the "behavioral hotspots" where these individuals gather. As a result, Guinness is able to share messaging that specifically targets these social media users in the offline world.
Alexa Wolff, Guinness senior brand manager notes that: "now we can use multiple data sources to optimize our campaigns and reach audiences with a genuine interest in our brand, close to our stockists, increasing effectiveness."
A number of brands are now experimenting with responsive outdoor billboards that have the potential to attract the attention of consumers with hyper-targeted messaging.
Hyper-Targeted Bar Campaigns
Guinness Uses Social Data from Instagram and Twitter to Engage Fans
Trend Themes
1. Hyper-targeted Bar Campaigns - Using social data to target specific groups and engage them in offline campaigns.
2. Responsive Outdoor Billboards - Experimenting with billboards that deliver hyper-targeted messaging to attract consumers.
3. Optimizing Campaigns with Data Sources - Leveraging multiple data sources to increase the effectiveness of marketing campaigns.
Industry Implications
1. Alcohol/beverage - Opportunity for alcohol brands to use social data and hyper-targeted campaigns to engage their specific audience.
2. Outdoor Advertising - Opportunity for outdoor advertising companies to develop responsive billboards that deliver personalized messaging.
3. Data Analytics - Opportunity for data analytics companies to help brands optimize their campaigns by leveraging multiple data sources.