At liquid we love innovation, coming up with new ways to make your brand stand out in a competitive market, something that will catch the eye of the consumer. In fact, come to think of it, that is what this liquid Inspiration section is all about. Because innovation within the market will almost always help build your brand. In this issue’s liquid Inspiration we have something pretty special, something that has already been dubbed the ‘future of marketing.’
What idea has earned such gushing praise? Well, it’s a fully interactive virtual pint for your iPhone. If that sounds confusing then let me try to explain. First of all go to iTunes and download the iPint application to your iPhone (if you have one). Then, when you have launched the application you will be challenged to slide a pint along the bar. Once you have successfully completed this initial game you are rewarded with an iPint. Your phone takes on the appearance of an empty glass before filling up with beer before your eyes. By tipping your iPhone and making use of its motion sensors you can tilt the beer in the glass and ‘drink’ it by tipping it up. Imagine that, just like a real pint (although I find it still leaves you thirsty, but I guess that’s the point).
If you go to carling.com/ipint you'll find a little demo.
Created by Beattie McGuiness Bungay the guerilla/game/viral, whatever you want to call it, is already proving a massive success. The iPint is currently the most downloaded free application in the world, according to BMB. Even in America it’s in the top ten and Carling isn’t even available there! The campaign is so good because it blends together advertising, content, idea and promotion. It blurs the lines between advertising and mobile applications.
The iPint seems to be proof of the much championed view that mobile phones are the medium of the future. Mobiles are a form of communication that nearly everyone is open to yet this is the first campaign that has really taken advantage of the opportunities that are on offer. The iPint is evidence of the success that device specific planning can have, really making use of the benefits that the iPhone offers. Using the accelerometers (the thing that allows the screen to recognise what way you’re holding the iPhone) is a nifty way to promote your product and something that will become more and more pivotal as mobile phone advertising becomes more prevalent.
Most importantly the iPint answers the challenge of how advertising can make use of mobile phones by demonstrating that mobile advertising can be both innovative and brand building. It does this by hitting the target market head on: it is talking to them (the pub, beer, humour, gadgets, a game: what else do you young men want or need?) People in pubs all over the land will be talking about it and showing it to their friends. So much so that it doesn’t even really feel like an advertisement.
That’s because the iPint is cooler and more engaging than any ad you’ll see at the moment. It helps to create a buzz around the brand. And that’s why it’s our liquid Inspiration.
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