"From the people we spoke to, the whole experience was inspiring and they connected with the brand at a whole new level; that is core to the success of this event," said Guinness brand manager, Luke Lee.
The Guinness seller was the DM component of the brand's new marketing campaign, 'Someone's going to do it, why not you?' which kicked off in August. TV commercials sent the message that opportunities awaited for those with self-belief and determination.
Buses carried panels with questions such as, "Choose your own route in life - Someone's going to do it, why not you?", while events such as an international stuntman display and a dive champion exhibit were held.
The best seller contest began on August 30 with a 300-word scene-setter written by Buckley, of a meeting among three protagonists, Luke, Andre and Stephanie. Each of the participant then continued the story in contributions of 300 words and the novel twisted into a tale of business scams, romance and hallucinations, with influences from Star Wars and Sidney Sheldon to local TV jargon. The contest closed on September 14. Celebrity judge, author Neil Humphreys was due to pen the ending. Said Lee: "With this campaign, we were focused on inspiring our consumers by providing them the platform to live their dreams."