Reports on Carling’s iPint have so far been overflowing (no pun intended) with praise. But, while the campaign brilliantly demonstrates how execution of ideas can be utterly tied into the medium (including device) on which it is viewed/used, it also misses the point that digital channels enable advertisers to complete the circle by tying their work to sales.
Carling is one of few brands - thanks to the efforts of people like Nicola Young - to have got its head round how to use digital channels as an FMCG brand. It focused on specific areas like football and music and developed assets (like venues such as the Brixton Academy) to support it all. Now it's worked out how using the special skills of the iPhone - namely its tilt function - it can engage well using mobile.
But, the iPint could and should have offered, first, instant information on the nearest pub with Carling on tap using the iPhone’s Google Maps and GPS services, and, second, a voucher (via SMS/email/Bluetooth/mobile web/whatever) for, say, a free second pint.
The fact that it doesn't is probably related to factors such as budget, technical knowledge/resource, or the need to get it out in time for the launch of the iPhone apps store.
Digital always offers the ability to link any advertising to the bottom line. In many cases, it might not be the right thing to do. But you can bet that Carling’s on and off-trade distributors - and even customers - would argue that iPint was not one of them
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