Agency Circle.com has revealed that it may have to reconsider its relationship with its client Guinness following its involvement on the new Budweiser campaign.
Budweiser has appointed Circle.com to develop the UK online launch of the drinks company's popular US 'Whassup' advertising campaign. The campaign received critical acclaim on its launch and went on to win the grand prix for film at the 47th International Advertising Festival in Cannes.
Having worked with Guinness on viral marketing campaigns, Isabella Young, marketing manager at Circle.com, said: 'There are no new projects with Guinness, so there's no conflict of interest at the moment, but if new projects came up, we would have to review.'
The first Budweiser ad for the UK leg of the campaign will be shown during the final episode of Channel 4's Big Brother TV game show. All ads for the 'Whassup' campaign will feature the Budweiser site address (www.budweiser.
co.uk) where users will be able to download screensavers and send SMS (short messaging service) images to their friends' mobile phones. The SMS feature is set to launch two to three weeks after the main launch after slight delays.
Plans are also afoot to publish home-made versions of the ads on the site using members of the public, following web activity among US consumers which saw users parody the popular commercials and display them on their own sites