Create a Relationship Marketing program that focusses on our most loyal drinkers, and consolidates our 'craft beer' positioning.
Guinness drinkers are fanatical about the quality of their pint and are keen to share their opinion about it.
Search. Drink. Rate. Win.
The Blacklist is the digital brainchild of Capture, based on Guinness' new positioning as a craft beer, and a recognition of the importance of creating two-way dialogue and community. The concept is simple: help us find the perfect pint, by using the Blacklist to Search, Drink, Rate, and Win!
By using the Blacklist website and iPhone app, Guinness consumers are encouraged to rate the quality of the pint poured at over 900 venues around Australia.
A consumer can also rate their 'pub experience' based on food, live entertainment, sport and beer gardens with custom made prizes from emerging modern Australian 'Craftsmen' throughout the year.
Underpinned by a strong RM program, data derived from The Blacklist is also utilised in ongoing marketing initiatives aimed at both consumers and trade.
Based on more than 6000 ratings and 1500 reviews, more than 900 venues were given feedback and training in order to maintain the high standard consumers demand. Data derived from The Blacklist is also utilised in ongoing marketing initiatives aimed at more than 4000 members, consumers and trade.