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Guinness taps Apple for sports-themed iAd campaign

Diageo?s Guinness & Co. launched a new campaign on Apple's iAd mobile advertising network to get adult consumers to interact with the Irish stout brand on their mobile devices.

The campaign targets iPhone and iPod touch users with in-application ad units. Launched on Dec. 8 and running through St. Patrick's Day, the iAd aligns with the brand's current "Fortune Favors the Bold" campaign and offers consumers of legal drinking age an interactive Guinness experience with sports-themed challenges and content.

?Guinness is always looking for new and innovative ways to reach consumers,? said Patrick Hughes, brand director of Guinness at Diageo, Norwalk, CT. ?IAds reach millions of iPhone users and we felt it was a great platform to provide Guinness fans an interactive Guinness experience right from their mobile device. 

?Guinness is looking to reach men ages 25-34,? he said. ?These consumers are tech-savvy and use their mobile devices to stay in the know, and we believe Apple?s mobile marketing platform is an innovative way to reach these consumers.

?We are testing a few different categories, but have heavy rotation in sports-related apps to tie to our current ?Only For The Bold? sports-themed marketing campaign.?

Guinness is an Irish beer that has been brewed at the St. James's Gate brewery in Dublin, Ireland, since 1759. It claims to be the best-selling stout in the world.

More than 10 million glasses of Guinness beer are consumed every day worldwide, and 1.8 billion pints are sold every year.

Guinness is available in 100-plus countries worldwide and is brewed in almost 50.

Diageo?s brands also include Johnnie Walker, Smirnoff, J&B, Baileys, Cuervo, Tanqueray, Captain Morgan, Crown Royal, Beaulieu Vineyard and Sterling Vineyards wines.

Fortune favors bold marketers
The Guinness iAd campaign has six different ad units currently running.

Consumers who tap on the Guinness iAd are prompted to "pick a play" and can choose to take sports-related mini-quizzes, download exclusive Guinness wallpapers or follow the step-by-step guide to pouring the perfect pint.

The iAd also includes a screen reminding consumers to drink responsibly, and features a link to download the Guinness Perfect Pint application that can help users locate a pint of Guinness anywhere in the country.

Guinness claims to be the first beer brand to launch an iAd in the U.S.

Mr. Hughes said that Guinness is thrilled to provide our customers with engaging new content and a unique Guinness experience in a way that no other beer brand offers.

The Guinness iAd was developed in conjunction with Publicis Groupe?s Phonevalley, an advertising agency specializing in mobile marketing.

?Since the iAd launched [recently], we do not have specific metrics to share at this time, but are confident that the Guinness iAd has the potential to engage millions of consumers,? Mr. Hughes said.

Final Take
Guinness World Records game for iPhone and iPod touch