The strategy was to get people talking about our P.O.S. and to encourage interaction with the brand.

Using the pint as a starting point, we created the exclamation point pint, the simplest expression of boldness (and Guinness). After experimenting with using our icon in headlines, we realized using just the exclamation point was the best and simplest way to say our message without actually saying it.

The response was enthusiastic with many of the glasses disappearing from the bar, and thousands of Guinness related tweets, check-ins, and Facebook updates sent out through the QR cup glass.