So like many I’m a sucker for a good campaign and as a professional of the industry (and frustrated creative director since here at Just Media we do, well, ‘just media’) I do recognize excellence when I see it.
Today I’m congratulating the folks behind the new Guinness campaign. I came across this as an in-banner video on the Newsnow football (soccer) feed. Obviously well targeted to male sports fans (high likelihood of drinking beer in pubs) it immediately caught my attention.
The ad shows a classic build on the old Domino tumbling game that most guys are sure to have played when they were kids (probably girls as well but I have not checked this fact). In this version the ‘domino’s’ consisted of books, cars, fridges, wardrobes and other assorted items. Apparently shooting this ad, which also featured as a TV spot was the most expensive in Guinness history.
Once I clicked on the ad it took me to a game where I was offered the chance to win a sold gold domino if I solved 11 clues. OK so I’ve only had time to solve four so far but I’m already hooked.
Here’s the really clever stuff. These clues include a search feature which drives you to Google results. The agency has bought keyword ads which are the path to the results. In one case it links to You Tube where the clue is hidden in another video.
It’s rare to find a creative so well leveraged across different media types, much less for the team behind the game to spend the time to build out a complex solution encompassing the latest web technologies both in terms of ad creative, and integration into the campaign. The landing page also features great flash creative work.
In a word this brilliant campaign shows just how sophisticated marketing programs are now becoming and also show why both media and creative agencies are working harder now than ever before to create truly unique and multi layered programs.
Hats off to the media and creative teams working on Guinness. I for one salute your endeavours…
Oh by the way did I mention the viral aspect of this ?????