Guiness launch iPad iAd
Guinness is set to launch a new iAd for the Apple iPad, iPod and iPhone, targeting drinkers unsure of what to do for their night out.
Guinness offers ‘night out’ iAd for Apple iPad
Tuesday, May 03 2011 by Mark Richards
Apple’s iPad is starting to live up to internet consultants’ advertising expectations, after it emerged that Guinness is set to launch an iAd.
Beverage giant Diageo GB has been engaged in internet marketing consulting meetings with both TMW and Apple over the creation of the popular irish stout advert.
The advert will be accessible through iPhones, iPads and iPods and follows a similar iAd launched by Guinness in the US through the Apple mobile advertising network.
More Life in the Dark will be an interactive campaign that will aim to provide inspiration for drinkers seeking a fun night out. The app will suggest venues and events based on the users location, divided across pubs, gigs, comedy and sports categories.
The previous Guiness iAd was intended to run from December 2010 through St Patrick’s Day and was aligned with the Fortune Favors the Bold campaign.
This latest effort looks set to be more interactive. Diageo GB marketing manager Paul Cornell explained: “We want consumers to believe you have a better time with a Guinness, and the new iAd helps them do that in a really engaging way.”
Many internet consultants and other industry experts have expressed doubts about how successful the iAd platform is likely to be, with particular concern about the advertising pricing structure.
However, this has not deterred some of the bigger global brands from getting involved.
In December, Renault launched Europe’s first iAd to support sales of its new 100 per cent electric tandem-style city car, Twizy.
The app featured a number of interactive features, including allowing users to see how much the car is capable of charging up while the owner performs a number of everyday activities, such as getting a haircut.
Renault fans can also compare Twizy designs and colour schemes – and even reserve a vehicle of their own for purchase ahead of its general release.
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