# Hyper-Targeted Bar Campaigns Guinness Uses Social Data from Instagram and Twitter to Engage Fans By Laura McQuarrie | Published 2017-10-10 | Social Media Source: Trend Hunter, https://www.trendhunter.com/trends/social-data References: [campaignlive](http://www.campaignlive.co.uk/article/guinness-uses-social-data-target-brand-fans-watering-holes/1446925) 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. ## Trend Insights (Trend Hunter) - Score: 6.4/10 - Popularity: 90% | Activity: 94% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Social Media](https://www.trendhunter.com/socialmedia) ## Key Themes ### What Makes This Trend Stand Out - **Hyper-targeted Bar Campaigns:** Using social data to target specific groups and engage them in offline campaigns. - **Responsive Outdoor Billboards:** Experimenting with billboards that deliver hyper-targeted messaging to attract consumers. - **Optimizing Campaigns with Data Sources:** Leveraging multiple data sources to increase the effectiveness of marketing campaigns. ### Sectors Adopting This - **Alcohol/beverage:** Opportunity for alcohol brands to use social data and hyper-targeted campaigns to engage their specific audience. - **Outdoor Advertising:** Opportunity for outdoor advertising companies to develop responsive billboards that deliver personalized messaging. - **Data Analytics:** Opportunity for data analytics companies to help brands optimize their campaigns by leveraging multiple data sources. ## Related on Trend Hunter - [Irish Stout Campaigns](https://www.trendhunter.com/trends/guinness-unveiled.md) - [Personalized Pint Pop-Ups](https://www.trendhunter.com/trends/world-of-guinness.md) - [Non-Invasive Digital Alcohol Campaigns](https://www.trendhunter.com/trends/jameson.md) - [AI Creator-Centric Campaigns](https://www.trendhunter.com/trends/the-spirit-of-london.md) - [Authentic Connection Campaigns](https://www.trendhunter.com/trends/hijack-socialization.md) - [Cookie-Supported Beer Campaigns](https://www.trendhunter.com/trends/levain-bakery1.md) - [Personalized Grocery Billboard Campaigns](https://www.trendhunter.com/trends/tesco-ireland-1.md) - [Hyper-Local Gym Ads](https://www.trendhunter.com/trends/made-for-london-life.md) - [Marketer-Targeted Cereal Ads](https://www.trendhunter.com/trends/out-of-home-campaign.md)