In what reflects a wider effort from Guinness to fully integrate and boost their marketing online, Guinness have stepped into the interactive space with a new virtual simulation created in partnership with Google earth
It's kinda like Sim earth (if you remember those early sim games) using Google earth. Except Guinness have gone a step further and made it social - allowing users to set up a virtual world and "bring it to life" with the help their friends who they enlist to join via facebook.
The idea connects directly to their latest EPIC TVC (video below) which shows a team of guys working together to create a world - bringing it to life in a pattern of activity that mimics the pouring and settling of a pint of guiness".It's line, "bring it to life" takes over from the decade-long campaign summed up with the tagline "good things come to those who wait" .
And if this is anything to go by, they're doing it remarkably well - seamlessly, creatively and intelligently and in a way that engages consumers and their friends using the latest online media.The online creative ties in with the overall campaign brilliantly. It in itself really signals a concerted effort to make the beer brand more about it's drinkers.
The incentive lies with a golden pint. The more diverse the earth, the more droplets they discover, revealing a key to unlock a "golden pint" which enables them to win a case of Guinness to share with friends. The ultimate winner gets a year's supply of Guiness just through engaging their friends in this process..
I think what is truly remarkable about this example is how finely tuned the interactive is to the overall campaign idea - never wavering with its message. Transmedia storytelling is alive and well in a way that actually enables you to become immersed in that story itself.
It's a fantastic example of a major brand pushing content online - further engaging consumers.
Consumers are rewarded not only through a kick ass piece of social / interactive but also with the prospect of a golden pint...and a years supply of Guinness.
Now that's what I call engagement.
