Life After Dark With The Guinness iAd [Video]

Life After Dark With The Guinness iAd [Video]

The new campaign provides recommendations to help users discover the best nightlife in their city.

Timothy Ryan, PSFK Labs
  • 17 may 2011

With the new iAd from Guinness, it has gotten a little easier to discover the best night-life in your city with word of mouth type recommendations. Use the app to locate a favorite local bar, comedy routine, or some new music that you may not have heard about.  The app is a product of London-based digital communications agency TMW and comes with the tagline of helping you find more life in the dark. From the press release:

Diageo Great Britain (GB) is launching its first iAd for its Guinness® brand, inviting viewers to discover ‘more life in the dark’. The campaign, aims to equip consumers with the necessary tools and inspiration to help them enjoy a great night out.

Part of a larger multi-platform digital campaign ‘There’s More Life in the Dark’, the iAd opens with the narrator promising to show you where the best nights out are happening. The ad is then split into the four sections ‘pubs, gigs, comedy and sports’, each inspiring viewers to find great nearby events and venues using the iPhone’s location based functionality.

For example, the gigs section starts with a fun way of helping users get served without having to shout above the noise at a gig. An interactive dial allows the user to choose how many friends they want to buy a Guinness for, 1,2,3 or 4. They can then save the image ‘x pints of Guinness please! to their iPhone and show it at the bar to place an order. The ad then goes on to employ the iPhone’s location functionality to find gigs that are taking place over the coming days in the viewer’s area.

As well as finding gigs, users can select the various tabs to find quality pubs, comedy nights and venues for Sky 3d sports matches. The final tab allows consumers to sign up to Guinness communications, where they can keep up to date with brand promotions.

Alex King shows off his work in the video below:



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