McDonald’s Made a Big Green Rainbow Appear in Chicago Ahead of St. Patrick’s Day

McDonald’s often likes to go big for St. Patrick’s Day in its hometown of Chicago with fun activations around its iconic, seasonal Shamrock Shake.

You may remember a few years back, when Leo Burnett dumped a giant Shamrock Shake into the Chicago River, which the city turns green every March 17 as part of the Irish celebration. Well, this year, McDonald’s agency We Are Unlimited did something a little more elevated—working with artist Andrew Shoben and production studio Chicago Scenic to get a big green rainbow to magically appear in Daley Plaza on Wednesday night.

mcdonalds shambow

The rainbow, dubbed the “Shambow” (short for Shamrock Rainbow), was made using water vapor, fog and projection mapping. It appeared next to a popup Shamrock Shake shop, where McDonald’s gave away the minty treats for free.

“Like the Shamrock Shake, a rainbow is a symbol of happiness. And what better way to express that than with the Shambow—it’s almost like nature’s billboard,” says We Are Unlimited chief creative officer Toygar Bazarkaya.

We Are Unlimited said it used social listening to identify Chicago as one of the cities with the highest volume of social chatter around the doom and gloom of winter. The Shambow, a rep for the agency said, was meant to offer “unique experience for people in the hopes that they are inspired to ‘shake’ off their winter blues in anticipation of the arrival of spring.”

Read more at AdWeek:

Guinness reaches new customers through digital content strategy

If you plan to sip a Guinness on St. Patrick’s Day, you have content marketing to thank.

The iconic black beer from Ireland is popular throughout the world because of a lucky stroke of genius—an idea that foreshadowed the rise of branded content.

In the 1950s, Sir Hugh Beaver, managing director of Guinness Brewery, was at a shooting party in County Wexford when he hatched an idea for a reference book that aimed to settle pub arguments throughout the world, according to the brand. He and his companions couldn’t agree on the fastest game bird in Europe. What the world needed, he realized, was an authoritative source of facts and figures: The Guinness Book of Records.

guinness digital

Like a good content marketer, Sir Hugh knew his audience, saw a problem, and sought to fix it with valuable, original content. His simple but revolutionary idea grew to become a household name, and the global phenomenon of Guinness continues today. Thirty-three million pints of Guinness will be consumed worldwide this St. Patrick’s Day. The beer is brewed in 49 countries and sold in over 150 countries. And of all the places tourists to Ireland could visit, the Guinness Storehouse in Dublin trumps them all as Ireland’s most popular tourist attraction.

Despite the global recognition, the brand has still had to contend with the challenges of social media and digital marketing in an ever-noisier environment. Today, the brand continues to evolve its brand story, with new forays into experiential marketing and digital storytelling.

Read more at Skyword: 

Corona heads to the golf course to market new light beer

Portada talks to John Alvarado, VP, brand marketing at Constellation Brands, about the launch of the new Corona Premier.

Why it matters: It’s the first time in 29 years that Corona distributors in the U.S. have found an opportunity to introduce a new product to the market, and they are very confident it will be well received by consumers.

Since Corona was born in 1925, it has tried to become an example of refinement and good taste. When it was first exported to the U.S., it quickly became the best-selling alcoholic beverage, and now it is available all around the world. For a long time, consumers have been able to enjoy two varieties of this product: the classic Corona Extra and later Corona Light, first introduced to the U.S. market in 1989. There had not been any new Corona products since then until the opportunity for a new light beer was identified recently, 29 years later. Constellation Brands, the Fortune 500 company that distributes Corona beer in the United States, has launched Corona Premier, with 2.6g of carbs and 90 calories per bottle. We talked to John Alvarado, VP, Brands Marketing at Constellation Brands, to find out how this new product was conceived and how it plans to reach its target.