Southern Comfort is using its Facebook page, homepage, and mobile site to make sure that any of its fans heading out on the town are aware of all possible opportunities to enjoy Southern Comfort Lime.
The spirit’s campaign includes: enabling fans to pass virtual SoCo Lime shots to friends; digital content partnerships with The Onion, Pandora, and ESPN; tweeted updates about where SoCo promo teams will hold events; the chance for rebates of $3-$11 for fans who fill out the SoCo Summer Social application on its Facebook page; daily prizes, including trips to New Orleans; photo galleries featuring promotional events; and SoCo recipes, including Thirsty Thursday, in which users who sign up receive recipes on their mobile devices every Thursday.
SoCo’s effort with The Onion entails exclusive video content in its Nightlife section. Its Pandora station enables users to choose the play list, and it includes a custom skin. And SoCo sponsors Major League Baseball previews and breaking news, analysis, and highlights for all sports on ESPN from 3 p.m.-9 p.m.
U.S. marketing director Lena DerOhannessian said:
If you look at a night out with friends, there’s a cyclical flow, from planning, to partying, to rehashing all of the memorable moments. Whether it’s posting on Facebook to find out what everyone is doing that night, tweeting about the shot you just drank with your friends, or posting a picture of the tall stack of pancakes you just took down, people socialize their nights out in their own personal way.
We only scratched the surface when we ran the SoCo Lime commercials last fall. We are tapping into consumers’ interests — music, comedy, and sports — to fuel conversation around the brand. Integrating our partners into the hub magnifies the sharable content and the brand itself.