An Innovative Facebook Marketing Campaign from Guinness

I’ve seen a lot of ham-handed Facebook marketing of late. Just last night, I got a canned promotional e-mail from a PR person who doesn’t know me from Adam. I also got a friend request — with no note, I might add — from a company that had set up a profile for itself. I wonder how it did that…

But it looks like the folks over at Guinness have a solid idea of how Facebook works. They’ve been using it — and other social networking services — to encourage people to sign their petition asking that St. Patrick’s Day be declared a national holiday. The Facebook group they’ve started has over 15,000 members as of this posting.

This campaign is innovative because it leverages the already existent “activist” behavior on the social Web to promote a product. For example, Facebook users routinely join groups to support the causes they care about. Oftentimes, that’s the extent of their “activism.”

But for a marketer with a goal of better brand engagement in the run up to St. Paddy’s, that’s all you need to see.

Nicely done!

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