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Guinness: Sole Sponsor for the Maxim Super Bowl 50 Party

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Guinness was the sole beer sponsor for the 2016 Maxim Party – the invite-only Super Bowl event for Maxim’s VIPs, which took place on Saturday, February 6th.

Karma produced the 50,000 ft private waterfront venue on Treasure Island, 4 miles from downtown SF, with amazing views of the city, bay and bridges. The space was transformed into a premium ultra lounge featuring concert sound, theatrical lighting & effects, with full LED video walls. A$AP Rocky headlined the event with special performances by Lil Wayne and DJ sets by William Lifestyle, Devin Lucien & Balthazar Getty.

Guinness had it’s own footprint within the venue, including our own bar (serving Draught, Nitro IPA & Blonde), two Guinness beer booths, large reproductions of the old John Gilroy ads, the new limited release John Gilroy cans and corresponding live animals! These included a baby alligator, baby kangaroo and a toucan! These animals drew long lines and lots and lots of photos. Guests were invited to hold each of the animals and have their photos taken. The line formed near the Guinness bar, which allowed consumers to grab a Guinness before their photo shoot with the animals. Many social media posts were captured and I believe it caused positive buzz & visibility for the brand.

Our Guinness Brewery Ambassador, Eoghain Clavin, was also on-site to engage with consumers. He was able to train bartenders (at all bars) how to pour the perfect pint, which will hopefully carry over into their home pubs & catering gigs. He was also able to have in-depth beer conversations with some true beer fans. He was a big proponent in helping draw consumers over to the Guinness footprint.

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Written by Paige McConney
Paige McConney

February 8th, 2016 at 3:51 pm