Guinness promotes Arthur's Day in Singapore with a robotic painter

In line with the global Arthur's Day tagline, 'Paint the town black', Guinness engaged agencies Ogilvy and Tribal DDB to stage a still-ongoing social media and out-of-home media event.

Via a Facebook application, fans can claim one of the 4,800 pixels available on a massive painting hosted at CityLink Mall, which links One Raffles Link to City Hall and Esplanade MRT Station. As pixels are claimed, a "spider plotter" device will paint the image in real time using water-based spray paint. 

The event was launched yesterday at 11.30 am and will end tonight at 8pm. While insufficient fan participation would result in an incomplete painting, the organisers are confident that with only 1,602 pixels left to be claimed the poster announcing two performers at the Arthur's Day concert (Paul Wong and Della Ding Dang) will be complete. 

After claiming their pixel, Facebook fans can watch the painting's creation live via the app or trek down to the site to watch. 

The initiative is "part of the brand’s use of marketing innovation to engage fans online and on ground and drum up excitement for this year’s Arthur’s Day," said Rene de Monchy, head of marketing, Asia Pacific Breweries Singapore.

The robotic painter and Facebook app is handled primarily by Tribal DDB Singapore with Ogilvy Singapore handling PR and some digital. Media duties are managed by Zenith and the event set up was handled by Concept Alliance Asia.