Guinness, the Diageo-owned stout has entered into a partnership with Google Earth to offer its U.K. customers a personalized virtual reality experience which allows them to create their own worlds and share them with friends online.

Widely known for its epic television spots, Guinness is taking its current marketing campaign into the social media space to build a more interactive relationship with its fans using its brand new campaign Bring It to Life, which launched last month.

In this interactive experience participants are able to explore the globe and create a landscape for their selected territory, modeled on the terrains of Brazil, Australia, Japan, Canada or Nepal.

Participants are then able to share their world through Facebook Connect and ask friends to contribute to their planet until it has been fully created. The game requires you to download and install the Google Earth plug-in.

The more diverse a planet the participants can create the more water droplets that Guinness will embed into the world they are building. When participants discover a certain number of water droplets they will receive the key to unlocking a golden pint, with the potential to win a case of Guinness to share with friends.

The overall winner of the Bring It to Life interactive campaign will be eligible to receive a year’s supply of Guinness beer.

“We wanted to create an amazing campaign which graphically illustrates the life, energy and passion of our brand and its drinkers. No longer can we rely on just a distinctive TV ad to generate the required level of impact, we also have to really involve and reward the consumer. We hope it will have the creative impact fans expect from our brand,” said Paul Cornell, marketing manager at Guinness.