Guinness Hands
The new UK Guinness Hands ad and website was teased in the Guinness Blog and according to the Financial times the other day (now behind paywall) it is Guinness’s first foray into User Generated content. It took a little effort to get in but in the end, I think it was worth it. A long time admirer of the UK Guinness ads, I like the latest incarnation, a stop-go animation of hands playing around on screen waiting for the pint to be poured. The behind the scenes content is poor though, comprising of a small biography of the animator Michael Schlingmann.
The UGC portion of this is the safe version - give your fans some video and music to mix together in a fixed format, give them minimal space to type their own words in and get them to send to a friend. It looks like good ones get placed onto the front page for all to enjoy, but there is no chance to send anything you make into the site. With the legal concerns around UGC I can understand why they have gone this route. And they’ve done it well. Twenty-six custom hand animations for you to choose from. Pick your 5 and practice, get them all to flow together. Choose from 11 songs, add your title and away you go and send it to your nearest and dearest. There’s no promotion, no promise to be in a tv commercial, just some fun animation to play with. Take a look and waste a few moments creating your hand-made film.
When I first went to review the site Guinness Hands, I could not get in. Looking it up on Google, it led me to this link here, the gateway page to check my age. Putting in my information, it then took me to here which is the gateway for the main site, and then did nothing. Clicking on the submit action just cleared the form and I could go nowhere. The original link I found has dropped down the search engines by now, but I wonder how many people got caught out. Then I went to guinnesshands.com, only to find out that they’ve not set that up (which is bad as that is the URL on the commercial) I finally, after 2 machines and three browsers, found the right link at www.guinnesshands.com
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POSTED IN: Advertisments, Consumer Packaged Goods, Video Content, Viral Marketing
1 opinion for Guinness Hands
Updates on Behind the Buzz - Licence to Roam
Feb 13, 2007 at 11:06 am
[…] Guinness’s first attempt at UGC with their new advertisment. No TagsLicenseThis work is published under a Creative Commons Attribution-NonCommercial-ShareAlike 2.0 License. Posted by Rachel on February 13th, 2007 Filed in behindthebuzz […]
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