Guinness is the official sponsor of Hong Kong Seven's 3 day rugby tournament. With many of the 20,000 overseas visitors not being able to communicate in Cantonese or knowing where to go after the games to drink a Guinness, they created a brilliant mobile event guide that spoke Cantonese! It contained match schedules, a city guide and useful Cantonese phrases. Thousands of people downloaded the app, and Guinness sales were driven up by 30%!
As the video shows, the phrases weren't general sayings but it also had ways to flirt! Now the voice is female so I don't know how successful it was in actually picking up women, but how awesome would it be to have your phone talk for you?? I would definitely want an app like this if I was going to be in a foreign country!
-Karina
Yes, this was a great campaign. It is branded entertainment that provides clear fun and value for the user.
ReplyDeleteHow interesting! I'm curious to see if that phone had any difficulties translating or things got mistranslated. Other than that, it sounds like a really fun campaign.
ReplyDeleteI loved this idea! Such a clever marketing ploy on Guinness' part! Sports and beer are always a great combination, especially in a foreign country for a known worldwide event! I agree that it's interesting that Guiness chose to use a female voice and didn't even offer the option of a male one but.. to be honest, I definitely see more men choosing to use this app in the attempt to pick up a woman at a bar then vice versa! :) This was great though! Very entertaining! I know that this definitely makes me want to go enjoy a Guinness in Hong Kong and watch a little rugby!
ReplyDelete-Michelle
This is a very interesting case, do you think that in the future there will be more apps like this or even a more functional translation app for the every day traveler? It would be grate if one day you could communication with anyone in any language with you phone.
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