Guinness is bringing its ‘Pints of View’ campaign to the UK this month, following success in parts of Ireland.
The campaign by Born Social issues black beer mats with a Guinness glass-shaped hole to pubs, encouraging people to take photos through the cut-out and share them on social media. Out-of-home ads showcase these images, and some pubs have even been given giant versions for people to pose behind outside (matching the one at Aviva Stadium, which popped up for the Guinness Six Nations tournament in 2025).
Born Social’s chief creative officer Paddy Smith said that taking a physical prompt like these ‘POV (Pint of View)’ beer mats and using it to get people posting about a brand themselves ‘creates the conditions for participation’ without telling consumers what to do, which he argues makes people more likely to participate in the campaign.
In addition to launching in the UK, the POV mats are having a nation-wide rollout in Ireland this month, with 1.5 million mats being sent to pubs.
According to Gabriel Corcoran, brand manager for Guinness Ireland, the campaign was originally envisioned as limited to sports events like the Six Nations but will now be expanded to music festivals and potentially other events, which will allow the brand to ‘reach more people, at a greater scale’ as consumers share their content in a Guinness-branded frame.