Guinness to run first Apple iAd

Guinness: unveils its first Apple iAd
Guinness: unveils its first Apple iAd

Diageo GB's first iAd, launching tomorrow (3 May), will promote the Guinness 'More Life in the Dark' campaign, with resources to help people enjoy a good night out.

The iAd, created by TMW and Apple, equips consumers with tools and inspiration to help them enjoy a night out. It begins with the narrator promising to show the user where the best nights out are.

The interactive ad is then split into four sections - pubs, gigs, comedy, and sports - providing users with nearby events and venues based on their location.

It allows users to overcome the problem of ordering a drink in a noisy bar by selecting an image of how many pints of Guinness they want to show to the bar staff.

The ad also invites users to sign up to Guinness communications to keep up to date with brand promotions.

Guinness will be rolling out a promotional video, created by TMW, to demonstrate how to engage with the iAd, which will be hosted on YouTube tomorrow.

Paul Cornell, marketing manager for Guinness at Diageo GB, said: "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.

"The iAd is great for raising brand awareness and engagement while consumers are on the move, on a platform that has become part of everyday life."

In December last year, Renault became the first brand in the UK to run an iAd.

However, Apple is believed to be struggling to convince brands of the value of advertising on its platform. It has also slashed the price of running UK campaigns by 50% to £325,000, according to media agency sources.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Virgin, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug
Thetrainline.com backs 'rubbish' mobile app with TV ad
Powerade launches global World Cup campaign
Subway considers taking fast food to fast lane with F1 sponsorship
Burberry's flagship Shanghai store facade responds to weather changes
Ikea splurges 'grey' Belgium with colour
Grim outlook for Tesco boss Philip Clarke ahead of expected profits fall
Thomson to create first crowd-sourced wedding decided by Facebook fans
Currency wars meets origami in Alpari FX trading ad campaign
Amazon rumoured to launch 3D smartphone in September
Facebook to allow European users to store and transfer money on site, claims report
Unilever pilots multi-brand advertising with YouTube beauty channel
Lego, Coca-Cola, Net-a-Porter, Bitcoin and AOL: the digitally creative brands