Every year on St. Patrickís Day, millions of Americans – are Irish. So we used this truth to build a campaign that would get more tourists to Ireland than ever before. 2013 would be the year of the "Gathering." And with the Irish economy suffering catastrophically, the government needed the initiative to be a success. So we created a rallying cry, "Calling all" descendants of Ireland, no matter how distant, to be a part of the Gathering. This bona fide invitation featured non-traditional Irish faces, while celebrating the Irish ancestry of the Flynns, O'Mallys, Schweitzenburgs, Nakamuras and Senguptas. The print campaign, along with our Facebook app, was a roaring success. And in 2013, Ireland welcomed more tourists than ever before.
As we did with our print campaign, we had a sense of humor with the Facebook app as well. After answering 10 tongue-in-cheek questions, we'd present anyone and everyone with their percentage Irish. The game was the right combination of silly + bragging rights and people shared it more than we ever dreamed they would.
(SCROLL DOWN TO SEE CASE STUDY THAT INCLUDES FACEBOOK APP)