In 2019, more than half of Americans celebrated St. Patrick’s Day by going to bars and restaurants with family and friends, spending more than $5.6 billion. But, St. Patrick’s Day is more than an opportunity to enjoy green beer and good company. Many brands leverage St. Patrick’s Day to appeal to consumers and their appreciation of the festive day. Here are five brands that have capitalized on the fun nature of St. Paddy’s Day and struck (a pot of) gold with their marketing campaigns this year and in the past.
Jameson And Anderson .Paak Encourage People To Show Their St. Patrick’s Day Spirit By Representing Their City
Jameson Irish Whiskey is kicking off its St. Patrick’s Day promotion with their #MeetMeAtTheBar challenge. The challenge invites Twitter users to vote for their favorite local bars for a chance to win a party on March 17th. The city with the most amount of votes will win a local neighborhood St. Patrick’s Day celebration, hosted by Jameson and musician Anderson .Paak. Jameson encourages participation by asking Twitter users to vote for their city by using geo-centric hashtags or by voting on Jameson’s #MeetMeAtTheBar website.
Dunkin’ Gives A Dozen Lucky Fans A Chance To Win Something Sweet
In 2018, Dunkin’ invited consumers to share how they were celebrating St. Patrick’s Day with Dunkin’ using user generated content. In celebration of St. Patrick’s Day and Dunkin’s green-frosted “Mint Brownie” doughnut, Dunkin encouraged customers to use the hashtag #DDLuckyDozen and #Sweepstakes on Instagram and Twitter for a chance to win some awesome prizes. A dozen lucky fans won a year’s supply of free doughnuts, while one grand prize winner won a trip to the Dunkin’ headquarters in Boston, Massachusetts to create their own doughnuts with Dunkin’s culinary team.
Guinness And Nick Offerman Want To Prepare People For St. Patrick’s Day
Guinness and Parks and Recreation actor Nick Offerman started a countdown to St. Patrick’s Day, giving consumers an entire month to get ready for Offerman’s favorite day of the year. Guinness is inviting consumers (over the age of 21) who want to celebrate St. Patrick’s Day like pros to follow @GuinnessUS on Instagram to see Offerman’s daily tips, tricks, trivia and suggestions on everything from how to pour the perfect pint of Guinness, to what foods taste best with that beer.
Krispy Kreme Goes Green With Their Doughnuts
In 2017, 2018 and 2019, for one day a year on St. Patrick’s Day, Krispy Kreme dyed their iconic original glazed doughnut green and temporarily changed the name of the doughnut to the “O’riginal Glazed Doughnut”, a play on Irish surnames. Krispy Kreme encouraged Twitter users to post pictures of their fancy green doughnuts tagging @KrispyKreme for a chance to win free doughnuts for an entire year. Krispy Kreme has not announced if they will be offering this promotion again this year.
Brands can capitalize on St. Patrick’s Day to capture consumers’ attention with creative strategies or inventive partnerships, incorporating this festive day into their marketing efforts. By showing personality and having a little fun, brands have opportunities to better engage with consumers while potentially snagging some new business. What a lucky combo.
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About the AuthorMore Content by Jennifer Chang