Guinness Web Design

In order to promote Guinness' sponsorship of the 6 Nations Rugby and keep its user base engaged throughout the competition the company chose to host a competition of their own. Their digital fantasy gaming platform allowed users to create accounts, select virtual teams of players and score in-game player points based on reflection of their real life counterparts.

Through a combination of email marketing and prize-winning incentive, users engaged with the site near daily, affording the company the opportunity to serve a rotation of brand messaging and product advertisement. I was involved in the project by designing and coding the front end of the website, building HTML email communications, and illustrating a number of visual assets that appeared during the campaign including team-based shirt icons, rugby pitch backdrops, page furniture (CSS) and promotional off-site digital ads.

I also devised the Guinness Trophy Cabinet; a hierarchy of virtual trophies to be assigned as merit badges to users who out-performed others in various extended criteria, such as most points scored over a set period, highest consecutive scoring users, best new-comer performance etc. This parallel metric to the game further enhanced its competitive element and ultimately increased engagement.