Guinness Store Room // iPad App
Category
iPad App
Date
March 10, 2012
Client
Guinness Europe
Guinness was suffering with low spontaneous brand awareness leading to low sales of Guinness within Central Europe. Based on this the brand identified a need to maximise awareness in on-trade location by utilising occasions such as Arthur’s Day and St. Patrick’s Day to engaged consumers with the brand and the drink, and view Guinness as a real alternative in markets which have strong brewing traditions.
So we decided to focus on brand education and develop an iPad app that provided consumers with an immersive brand experience by transporting them into the “Guinness Storeroom”.
Using the knowledge I gained from the previous ‘Black Lager App’ I took this app one step further. The app makes use of the iPad’s gyroscope and ability to map a 360 degrees virtual CGI room based on where the user is holding the device.
The app asked consumers a series of questions which lead them to discover items around the virtual Storeroom. Clicking on the found items brought interesting facts about Guinness. The app improved interaction time with the promotion staff and consumers by the built in gamification layer enabling groups of friends to compete amongst themselves to see who might come out on top. Free samples of Guinness were awarded by brand ambassadors to those who played the game. The app and promotion was rolled out across 12 markets.
