Now more than ever, it is important for brands to connect with consumers at every touchpoint, in particular in the social media arena. This ad allowed us to do just this, but through real time ROS advertising. Guinness wanted to lead the way in integrating social media into display advertising which we foresee as playing a much larger role in the future of digital advertising. It was an important element of the Guinness Rugby campaign and enabled users to interact with the brand through Twitter, without having to leave the environment that they were in.