The glorious mix of booze, music and more booze that is St Patrick's Day fell on a Sunday this year, which we hope isn't taking its toll on SMGers speaking at Ad Week Europe.
Using social listening platform Sysomos we looked at how many mentions popular Irish brews stacked up across the UK, Ireland and the US. Brands included were Guinness, Baileys, Bulmers, Magners and Jameson. Total mentions of all brands are below.
No surprises that Guinness was the runaway favourite, dwarfing its competition in terms of mentions. A relatively low volume hailed from Ireland, although initially we attributed this to the smaller population size.
But, sure that the Irish would be just as patriotic online as off, we took a look to explore if the smaller percentage of tweets equated to less engagement. When you take into account the online population and Twitter visitors of each country (via Comscore data), the Irish actually come head and shoulders above all others, boasting over 7 tweets per thousand users. A useful reminder that high tweet volumes may not equal high engagement.
It's interesting that UK tweeters delivered the highest total amount of brand mentions around Guinness in spite of the greater cultural focus and celebration around the day in east-coast US, however how many of these can be attributed to the "One Direction Effect", we can't say for sure.
For brands other than Guinness it would seem that the US brings the highest tweet total, with next highest mentions going to Jameson and then Baileys (note that Magners and Bulmers are not distributed as heavily in the US). Magners' and Bulmers' year-round popularity in the UK could mean that they are not a novelty sale on Paddy's day, which would account for the smaller volume of mentions. UK revellers chose Irish-brewed Magners over British Bulmers to celebrate the day, whereas those on the Emerald Isle favourited their Irish-brewed Bulmers.
The peak we see for Jameson could in fact be due to their promotional activity around Jameson Live, a live-stream of Bombay Bicycle Club performing from Dublin last night. Although one video has reached over 16,000 views since its upload, the hashtag brought in only 176 tweets worldwide since the 16th March. The only one of the brands to launch promo activity around Paddy's day, the link with music seems like a sensible choice.
However, the choice to include the hashtag #Jamesonlive on promotional videos and their website is a little confusing when you account for the fact that (along with all brands mentioned in this study), the vast majority of their social media following is concentrated on Facebook (51,293 Facebook vs 5950 Twitter). Perhaps a bigger push from Facebook would have bumped page views, although perhaps the live element wasn't the biggest draw for Jameson. The beauty of this sponsorship is that (given Bombay Bicycle Club's following) these videos will circulate displaying the Jameson brand long after Paddy's day is over.
Who's suffering most?
The amount of UK tweets mentioning hangovers ( 19,563) is suspiciously just 7% shy of those mentioning Guinness (21,106). The Irish were the hardiest of the bunch, with just 3,082 tweets mentioning hangovers, while the Americans suffered the most, with 21,040 taking to Twitter to let the world know how they felt.