Carling iPint ; Carling: A little idea with big implications

Carling iPint was the first and most successful free branded application on the iPhone in the UK. For a modest production budget of just under £25,000, it has reached a broadcast sized audience of over two million British consumers and has delivered equivalent digital media value of over £5m resulting in a minimum return of £201 for every £1 invested. This paper explores some of the difficulties of adequately measuring the full impact of the latest new ideas in less measurable and tested channels.