Diageo has launched the latest phase in the repositioning of its flagship Guinness brand by partnering with Google Earth to create a virtual game.
“Guinness World” gives users a chance to create their own online world from scratch and ties in with the recently launched “Bring it to Life” positioning.
Users can choose a virtual area of land and create their own terrain, which can then be co-built or shared with friends. They will also be encouraged to bring their planet fully to life by inviting friends to participate using Facebook connect.
The digital activity comes a month after the launch of a new television campaign for the brand, which shows a group of men creating a new lush landscape on barren terrain, with the accompanying strapline “Bring it to Life”.
Diageo aims to reposition the Guinness brand as a drink to be enjoyed in group situations at home as well as in the pub to tap into the growth in at-home drinking.
The campaign has been created by AMV BBDO. The agency’s executive creative director Paul Brazier says: “Google Earth was the obvious starting point for the campaign. The challenge was to bring an imaginary world to life in the browser window.”