The Carling iPint iPhone application has been making the rounds recently, and it seems to be getting mixed reactions (simple and smart vs. simply stupid). Check out the demo below if you don’t know what I’m talking about.
It’s definitely generating word-of-mouth, what’s more, punters are actually playing around with this (branded content) in pubs – so it’s ticking a lot of boxes for me already. While the entertainment is short-lived, it is somewhat engaging and certainly poses the talkability factor. The iPint spoofs are already in full swing, take iMunchies for example.
Despite the idiocy of drinking a ‘virtual’ pint, the application actually uses ground-breaking technology. And yet the creative execution is so simple. So simple that I would argue it’s actually rather smart.
And to those marketers who think it’s just plain stupid – I can only bet you’re secretely annoyed you didn’t think of it first! Carling have leveraged the popularity of the iPhone, and they have the sucessful results to prove it.
Digital isn’t just banners ya’know. Technology is a huge part of the world we live in, whether we’re vastly aware of it or not. And we’re sharing engaging digital experiences with our friends. We live in exciting times! And brands need to realise the role they can play and value they can add in this exciting world.
My verdict – simply genius.