The beer brand created a product-activated QR code that could only be seen when the glass is filled with their dark brew.
Guinness wanted to get more people talking about the brand, so they gave local bars some new pint glasses. At first glance, the glasses looked like a regular pints- but bartenders and patrons learned that when they were filled with a Guinness, the glasses were actually printed with a QR code.
Created by BBDO NY, the QR code could only be scanned when a Guinness (or for argument’s sake, any dark beverage) was in the pint glass; regular beer didn’t create enough contrast, and when nothing was in the glass, the QR code just looked like a creatively etched design on the side of the cup.
When bar-goers scanned the QR code with their smartphones, the app shared the news to friends that they were enjoying a Guinness via twitter, foursquare, Facebook, and Instagram updates. Scanning the QR code even sent out the bar-goers’ locations– with the hope being that friends who saw the updates would join their pals at the bar for more Guinness drinking.