Monkey Bulb

ANY and every holiday allows for a little bit of more direct messaging to consumers, along with the possibility of “stealing” some attention if you play it strategically for your brand. Holiday references are an instant connection for everyone in America because of how much we thrive on this simple pleasure. Having dinner on July 4th, lucky March 17th, a certain April Sunday, an eerie October 31st, the hefty November Thursday, or even the beloved December 25th is a lot different than the day that proceeds it. Whether you do nothing, or something, you will probably be in a situation where you know exactly what day it is. But I’m not just talking about retail.

Just think about how many times you’re reminded that it’s Christmas time in December, is it the most-commercialized? Maybe. Or is it black Friday? Making even shopping a holiday. Media coverage swarming every channel about holiday events, sales, fundraisers and how the relate to the news. Circulars, direct mail, newspapers, ads, spots–it’s everywhere. All willing to let you know: TODAY IS [FILL IN THE HOLIDAY] DAY.

Where does St. Patrick’s Day fit in? It’s perfect branding opportunities for beer–obviously, but really any youthful brand could create some sort of relationship with the day, right? I’m just saying, give it a shot, and come up with some creative media placements. Let’s take a look at some cool St. Patrick’s Day Guiness creative.

And another Guiness spot. Picking up on a theme here.

This brand is beginning to own this holiday, and they are putting a big stamp on it this year. If you happen to celebrate St. Patrick’s day out on the town notice the amount of Guiness “things” you see. And how many people are drinking Guiness. It could be an interesting experiment.

Make it a National Holiday? Brilliant.

Still going. I’m starting to get a little buzz from all this creative deliciousness. Now that’s a lot of Guiness. Very cool campaign. It’s political. It ties itself to the holiday, and really takes control of the holiday. Very social website to back the campaign up with 261, 802 signatures when I signed it. Proposition 3-17.com. Brilliant. You can download campaign badges, literally sign up with a cool pen tool, and receive the campaign results by mail. Great measurement tools. It’s a fun place to visit. And that’s what a microsite should be. A fun, short, brand experience that leaves you with a smile.

Good job, creatives.