Tennent’s Lager is launching a location based mobile advertising campaign in Scotland, created by Whitespace, which will direct users to where they can find their nearest pint.

The campaign was booked on the STV News app, using a location based Compass advertising solution from JiWire. It includes the strap line ‘You’ve got your city down to a T’, based on the above-the-line campaign from Newhaven Communications, and promotes the regional Tennent’s pint glasses.

Banner ads on the site click through to a map featuring ‘T’ logos showing nearby pubs, bars and restaurants and a video of the brand’s latest TV advert.

Jane Cannon, Tennent’s Lager Marketing Manager, said: ‘Tennent’s shares its Scottish roots and identity with its drinkers and we wanted to do something that would celebrate the great pride we all share in being from here. By involving people, across the country, to create this new range of glasses it has painted a picture of each city that reflects how we see ourselves; all the unique quirks that make the six cities different and their people great.

“We’re sure the glasses will spark good conversations in pubs throughout the country. Location based targeting was key to this campaign and JiWire’s technology enabled us to target people on the go to drive footfall into venue.’

The online initiative is part of a wider marketing campaign, kick-started by well-known city dwellers including Glasvegas, Mark Miller, Idlewild, Gary Caldwell, The View, Inverness Caledonian Thistle Manager Terry Butcher and professional skateboarder John Rattray, all giving their thoughts on what makes their respective home city so special to them.

Steve Rickett’s, European MD Of JiWire said: ‘We have integrated JiWire’s location-based advertising data with STV’s mobile app and Facebook’s pages as well as with all the venues promoting Tennent’s larger in Scotland, for this cutting-edge and relevant campaign. All the content is highly targeted and specific to the exact location of that consumer. It amplifies the brand’s classic marketing campaign and its innovative partnership with STV, Scotland’s leading commercial broadcaster, which offers wide-ranging coverage of all the day’s news, sport, weather and entertainment to a highly-targeted Scottish audience across multiple platforms.’