Carling has created an interactive, virtual iPhone application to promote their own beer brand. By downloading a special program for the iPhone via iTunes, one can create a virtual version of a delicious looking glass of beer, which looks quite real!
By moving and shaking the iPhone, you get the impression that you are really holding a beer in your hand. Pretty cool, and I am sure there is more to come.
Implications - It's actually quite a testament to how advanced mobile technology has become, since the fake beer is able to emulate real fluids so well. Now all you have to do is keep drunken frat boys from drinking your phone.