Guinness

Role: Alternate Reality Game

HOW CAN YOU MAKE A 90 SECOND TV SPOT DRIVE DAYS OF BRAND ENGAGEMENT?

OVERVIEW

In the UK, the release of a new annual Guinness ad borders on a national event. “Tipping Point” was one of the most expensive ads ever created by Guinness and took hundreds of people to film as South American villagers toppled everything from books to cars in massive domino effect running through their streets.

Juan and his creative team created an Alternate Reality Game that allows people to find one of the most anticipated films by Guinness yet. He worked closely with the filmmakers to ensure that clues were hidden throughout the film from small local business sites to graffiti on the walls. Participants would use our online hub to watch the film and inspect it for clues to unlock 12 dominoes.  Once they found something, they would scour the internet to find answers.

The team hid them everywhere.  From fake sites to social accounts to YouTube. The person who succeeded would be rewarded in two ways.  One, they would be the first to host the coveted film on their own YouTube channel before the commercial released on TV.  And two, they would receive a solid gold domino.

The Tipping Point ARG brought the various internet communities together in an immersive and challenging way that drove massive engagement and online buzz for the brand.