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Raise a Pint, Paint by Facebook

WEDNESDAY, OCTOBER 3, 2012

By Jill M. Speegle


More items for Coatings Technology

With the help of spray-painting robots, Facebook fans have helped Guinness paint two giant murals in Singapore and Ireland to mark the legendary brewer’s birthday.

That’s right: Pixel by pixel, fans “Liked” Arthur’s Day on Guinness’ Facebook page for a chance to control a spray-painting robot.

 Guinness invited Facebook fans to help paint this mural by controlling a spray-painting robot.

 Facebook

Guinness invited Facebook fans to help paint this mural by controlling a spray-painting robot.

Arthur’s Day is an annual celebration, held each Sept. 27 in honor of Arthur Guinness (the man behind the pint). The event is celebrated in pubs around the world to toast the Dublin entrepreneur who founded the brewery in 1759.

But, Back to the Painting Robot...

The painting campaign was a first for Arthur’s followers.

When fans hit “Like” during the social media campaign, they were connected to a live video feed of one of the murals, where they were then instructed to select a pixel to paint.

The fans were then able to sit back, take a sip, and watch as the robot finished the job.

 Guinness released this UK ad, featuring a town covering buildings and inhabitants in black paint for Arthur’s Day.
Guinness released this UK ad, featuring a town covering buildings and inhabitants in black paint for Arthur’s Day.

The integration of social technology with a large-scale mechanical system was a first, according to the campaign organizers. The system was developed by Tribal London, a UK digital technology company. The product has an accuracy of 0.03mm and can print artworks as large as 10x10m, according to reports.

Once all 6,600 pixels were accounted for, the murals revealed the “Faces of Arthur’s Day,” including Arthur Guinness himself.

Risky Business

According to Joanne Looby, Guinness Global Senior Brand Manager at Diageo, “This was a risky project, but one that we believed in from the start. The execution surpassed our expectations, and the results will help us achieve our goal of establishing Arthur’s Day with a new audience.”

Guinness also invited its loyal followers to celebrate Arthur’s Day with an ad, featuring a town covering buildings and inhabitants in black paint. Watch it here!

And remember: Please drink (and paint) responsibly.

ABOUT THE BLOGGER

Jill M. Speegle

Jill Speegle is the Editor of Durability + Design News. She earned her B.A. in journalism and English as well as her J.D. from the University of Arkansas. In Sketches, Jill shares her thoughts on a number of topics that may be of interest to the D+D community, including architecture, interior design, green building, historic restoration, and whatever else catches her radar.

SEE ALL CONTENT FROM THIS CONTRIUBTOR

   

Tagged categories: Coatings technology; Murals; Social Media

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