Guinness Singapore paints CityLink Mall black in new social media campaign to celebrate Arthur’s Day via Tribal London

With this year’s Arthur’s Day celebrations around the corner, Guinness Singapore has today launched “Paint the Town Black”, a campaign via Tribal London and Ogilvy Singapore aimed at engaging fans online and on ground by combining social media and traditional out-of-home media to celebrate Arthur’s Day to be held at The MAX Pavilion, Singapore EXPO on 28th September.

Through the creation of an innovative Facebook application, Guinness fans will be able to participate in the real-time painting of a massive Arthur’s Day outdoor site hosted at CityLink Mall, which links One Raffles Link to City Hall and Esplanade MRT Station.

To participate, fans will have to first “like” the Guinness Singapore Facebook page on their computer or tablet and access the “Paint the Town Black” application. After selecting a space on the artwork canvas between today and tomorrow from 11.30am to 8.00pm to “paint”, a synchronised “spider-plotter” device will paint on the huge canvas in real-time using a water-based spray paint.

WATCH THE TEASER

The entire painting process will be streamed “live” on Facebook so fans will get to see the progress of the artwork being revealed along the way. Fans can also head down to CityLink Mall (venue located near outlet #B1 32-34) during the mall hours of 10am to 10pm to view the “Paint the Town Black” activation in the flesh.

Singapore is the first of three markets to launch this first-of-its-kind application and campaign globally. “Paint the Town Black” is part of the brand’s use of marketing innovation to engage fans and drum up excitement for this year’s Arthur’s Day, which will be celebrated globally for the fourth year. Arthur’s Day is an annual music event which celebrates those who, like Guinness founder Arthur Guinness, are distinctive, bold and epitomise the concept “Made of More”. It is also a celebration of Arthur Guinness’ legacy and the much loved Guinness brand.

The First Guinness Arthur’s Day Concert in Singapore

Set to be the biggest Arthur’s Day yet, this year’s edition will take place in over 55 countries. Singapore will be hosting its celebrations with the first Guinness Arthur’s Day Concert to be held at The MAX Pavilion, Singapore EXPO on 28th September.

Fans will be enjoying a five-hour marathon of live music from some of the region’s renowned Mando-pop rock stars at the concert. The artists performing include powerful vocalist Shin (信), Golden Melody Award winner Gary Chaw (曹格), Paul Wong (黄贯中) from the rock band Beyond and prominent singer Della Ding Dang (丁当).

Tickets to the Guinness Arthur’s Day Concert, which are being sold at S$98, S$88 and S$78, can be purchased here through SISTIC. In addition, every purchase of an eight-can pack of Guinness Foreign Extra Stout will allow consumers to enjoy a S$60 discount on tickets bought as a pair to the event.

Fans are reminded to keep their eyes peeled for further announcements about the Guinness Arthur’s Day Concert in Singapore on the Guinness Singapore Facebook page.

Creative/Facebook App – Tribal DDB Singapore

Event set-up – Concept Alliance Asia