MMGB: Guinness' first Apple iAd

Diageo GB's first iAd, promotes 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.

This article was first published on marketingmagazine.co.uk