even wetter than the real thing?

As the sun passes the yard arm and my thoughts (already?) start turning to what I might be consuming down the pub this evening, I was entertained to read that the iPint app on the iPhone (developed by a UK agency to promote Carling’s particular brew) is now the subject of a lawsuit from the US developers of a notably similar looking app called, er, iBeer.

I’ve never really seen why someone would pay $2.99 to get iBeer, personally, but I loved the creativity involved in Carling’s use of a similar looking but functionally different (yes, apparently, that’s the truth) app as one of the first ‘advertising’ uses of an iPhone app. A simply great piece of engagement marketing.

I wonder how much extra mileage all parties will get out of any ensuing PR coverage?

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