It turned out that Ireland is closely associated with intense drinking experiences and overly masculine ideas of fun. As a result we tried to keep our representation of the country close to audience expectations. Majority of beer lovers are active on social media in direct contact with viral content, that’s why we needed a powerful story to arouse interest in the brand. We engaged ordinary people during the experiment, and used their reactions to reach out to beer lovers
We filmed the experiment in the streets of Tbilisi - we offered ordinary people to take a virtual tour of Ireland and go to a typical Irish pub in Virtual Reality, while in a matter of seconds our crew built a real Irish pub around unsuspecting “victims”. The real pub was full of actors impersonating how Georgians perceive Ireland and lots of beer.The video of the stunt was posted on Old Irish Facebook page on March 18 with a modest placement budget.
The video of the experiment engaged more than 50% of all Internet users in Georgia with a record 1 million views in 72 hours. Following the campaign, 515’698 liters were sold during the first month (2x more sales)
