Diageo is set to make a concerted move into interactive marketing with the launch of its latest ad campaign for Guinness in the UK.

The drinks giant is launching Hands, a GBP2.5m (US$4.9m) campaign for the iconic stout, which includes an online presence as well as the more traditional TV and print executions.

Diageo has set up a dedicated website - www.guinnesshands.com - where visitors can direct and customise their own version of the Hands commercial.

The site uses the same theme as the TV ad, which plays on the long-ruuning Guinness strap-line of "Good things come to those who wait" by using drumming fingers and twiddling thumbs before a revealing a pint of the black stuff.

"Guinness has the highest advertising recall of all beer brands, and Hands will continue to build the reputation the brand has for iconic and original advertising," said Russell Jones, Guinness marketing director for Diageo Great Britain.

Earlier this week, Diageo began the roll out of Guinness Red to over 140 UK pubs.