Guinness St. Patrick’s Day Campaign on Vodafone Live! (Yahoo! Mobile)

In March 2008, Yahoo! conducted a study to measure the brand impact of a mobile campaign on the Vodafone Live! platform.

Using the Guinness St. Patrick’s Day campaign, we surveyed those exposed to the campaign and a matched control sample, to understand differences in:

• Brand awareness
• Mobile ad awareness
• Brand favourability
• Purchase intent

• Campaign results for the target audience, men age 25-44, were extremely positive as a result of exposure to the campaign on Vodafone Live!. Exposure led to:
  • 2.5 million impressions
  • 25%pt lift in mobile ad awareness
  • 12%pt lift in brand favourability
  • 9%pt in purchase intent
• Benchmarked against online norms, these results emerge as above average or excellent campaign impact
• Additionally, irregular/non-drinkers of Guinness reacted well with a significant impact on purchase intent.