Iris > 实例探究 > #TasteOfBlack：将吉尼斯世界纪录推广活动扩展到整个东亚

#TasteOfBlack：将吉尼斯世界纪录推广活动扩展到整个东亚

适用功能

关于客户

吉尼斯

挑战

继 #TasteOfBlack 启动活动在韩国取得成功后，吉尼斯希望将该活动扩展到其他市场，并改变整个东亚地区对吉尼斯的看法。

解决方案

最初的 TVC 是为了在中国和台湾发布而进行编辑的，而在韩国，TVC 则得到了全国范围内采样活动的支持。吉尼斯黑啤酒“增援小队”走访了酒吧和商店，与饮酒者互动，鼓励他们品尝吉尼斯黑啤酒并赢得奖品。在网上，韩国通过与舞蹈团 One Million 的合作，继续提高吉尼斯世界纪录的知名度。

运营影响

The operational results of the campaign were significant. The nationwide sampling campaign in South Korea, supported by the 'Surge Squads', effectively engaged with drinkers and encouraged them to sample Guinness. This not only increased the brand's visibility but also allowed potential customers to experience the product firsthand, thereby influencing their perception of the brand. The partnership with the dance group, One Million, helped maintain online awareness of Guinness, driving engagement through entertaining content. The campaign's extension to China and Taiwan also opened up new markets for Guinness, further expanding its reach in East Asia.

数量效益