GUINNESS / BRING IT TO LIFE

This week marked the launch of an online Guinness world powered by Google Earth where users can create their own ideal planet by first choosing their plot on the globe and then customising the terrain, using images supplied by NASA. The images are actual satellite stills of locations including Brazil, Nepal, Japan and Australia.

Through Facebook connect, gamers can share their experience with friends, the more friends that interact with the app together, the greater the rewards. Not only will new terrains and surfaces be unlocked but by collecting virtual droplets of water, gamers go in the draw to win a crate of Guinness.

As we reported back in November, the campaign launched with a high budget TVC that moved the brand away from its 'Good things come to those who wait' tagline after a decade to focus on a more global approach. AMV BBDO, London created the campaign which was produced by digital production company Unit 9, London.

Paul Cornell, marketing manager, Guinness commented '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.'