GUINNESS COLLABORATES WITH GOOGLE EARTH
GUINNESS® invites fans to bring their own world to life with Google Earth. To illustrate the story of the epic new ‘World’ ad, the makers of GUINNESS have teamed up with Google Earth, to develop a unique online experience – ‘GUINNESS World’ – which will enable fans to bring an imaginary 3D planet to life and unearth prizes in the process. AMV BBDO created the campaign which was produced by digital production company Unit 9.
Through groundbreaking use of the Google Earth application, users will be able to choose an area of land and create their own bespoke terrain, which can then be co-built or shared with friends. Each terrain originates from a diversity of real life locations including Brazil, Nepal, Japan and Australia and Canada. Further narratives, terrains and vistas can be unlocked over time through participation and social networking.
Each user can begin to piece together their own planet, but in order to bring it to life fully, they will be encouraged to invite friends to participate using Facebook connect. The more people contribute, the richer their planet will become – new terrains will be unlocked, stories told and hidden treasure discovered.
As well as creating their own planet, users will discover water droplets along the way which will describe the world they are building. The more diverse the planet becomes, the more water droplets are revealed. When a user discovers the maximum amount of water droplets, they will unlock a golden pint and will be eligible to win a case of the black stuff to share with friends. There is a maximum of 800 water droplets and 50 cases of GUINNESS to be won.
Paul Cornell, Marketing Manager, GUINNESS comments: “To mark the start of the ‘bring it to life’ era, we wanted to create an amazing campaign which graphically illustrates the life, energy and passion of our brand and its drinkers. No longer can we rely on just a distinctive TV ad to generate the required level of impact, we also have to really involve and reward the consumer. The link with Google allows us to do this. Fans can actually bring their own world to life and we hope it will have the creative impact fans expect from our brand.”
Paul Brazier, Executive Creative Director, AMV BBDO adds: “Google Earth was the obvious starting point for the campaign. The challenge was to enable users to bring an imaginary world to life in the browser window, without sacrificing any of the key features that make the application what it is. Expansive photo-real terrains, elegant camera moves, seamless zooms and horizon tilts have all been harnessed, enabling users to explore the planets they co-create with friends.”
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