Guinness has added a little twist to its latest advertising campaign and have hidden it online somewhere for someone to find. In good old ARG (alternate reality game) tradition they have started this game off with a couple of clues, in this case a fictional Mayor called Juan Ramon has put a video on youtube and created a pdf letter to share.
The pdf seems to have some writing hidden in it that alludes to some dates and times, who knows maybe there is even clues as to a prize or something, you would hope 
It will be interesting to see how this unfolds, I’m also interested in if they actually hired an ARG type agency as well as the ad agency.
Some more posts on ARG’s as marketing tools:
Nine Inch Nails ARG
Beyond Viral Marketing, engagement, narrative and passion
More on ARG’s
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Unveiling of the new ‘Red’ Guinness…which I think has been test market around a bit.
It’s red because they do not roast grain (barely?) as much.
Wow, seriously? That sounds like a “new coke” type move, WTF
http://www.guinnesstipping.com