Carling iPint: 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.

Carling iPint: A little idea with big implications

Principal Authors: David Bain and Andrew Wright – BMB

Contributing Authors: Jonathan Lawton and Nick Stewart – BMB


This paper is an account of a cultural phenomenon. Carling iPint has had over 2 million UK downloads (and counting) since launch in July 2008. It is still averaging over 128,000 downloads per month in the 6 month period to February 2010 and it remains the number 1 free download from the App Store in the UK 20 months after its launch.

Carling iPint is the first and most successful free branded...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands