Interactive TV show for Arthur Guinness day

Licensees will have the chance to take part in an interactive TV show as part of its 250th anniversary celebrations for Guinness.

The £3m campaign, to mark the anniversary of the signing of the lease at the St James's Gate Brewery, will include an live interactive TV broadcast on Sky's Pub Channel.

Live music on 24 September will be provided by the Black Eyed Peas, Estelle, Kasabian and The Enemy.

Celebrities including Sir Bob Geldof, Guy Ritchie, Carson Daly, Jerry Hall and Sophie Dahl will also join in the national global toast to Arthur Guinness at 17.59 local time.

Over 11,000 Point of Sale kits will be made available to licensees throughout August as Guinness aims to sell 1m extra pints.

The kits contain scratch cards worth up to £250, and the brand's biggest ever Text to Win mechanic with 100 pairs of tickets available to attend the Arthur's Day celebrations in Dublin and a trip into space.

Outlets with party kits will receive additional promotion via party maps on Guinness.com and Facebook, and also via mobile phones by texting Arthur to 81759.

"We are very excited to be marking this milestone 250th anniversary for Guinness with such high profile consumer engagement and extensive support to help licensees and their customers join in the celebrations," said Guinness marketing manager Paul Cornell.

"We want to give licensees the tools to enrich the drinking experience and really bring Arthur's Day to life in their outlet.

"The once in a lifetime anniversary gives licensees a double win opportunity to maximise sales and create a great atmosphere in their pubs. As such, we recommend licensees fully utilise the POS kits to drive excitement and footfall on the lead up to 24 September, as well as holding their own celebrations in outlet on the day itself."