Professional Documents
Culture Documents
Southern Comfort
Best use of Internet
March, 2005
Category: #11 Best use of Internet
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ABOUT SOUTHERN COMFORT:
Southern Comfort is a top liquor brand targeting 21-29 year olds who consume
alcohol. It is a versatile, mixable spirit with a distinctive flavor that makes drinks
taste better. Its secret formula was created by M.W. Heron, a bartender in New
Orleans in 1874; today, more than 26 million bottles of Southern Comfort are sold
annually in 65 countries around the world.
Media Goals
1. Distinguish the Southern Comfort brand in the marketplace by
creating media opportunities that go beyond the traditional use of the Internet.
2. Increase interactivity with the brand without requiring a click through to a
website visit.
3. Reinforce the connection of SoCo's heritage to New Orleans and
promote the fun, party atmosphere it embodies.
4. Enable the audience to spread the brand message virally to their party friends.
5. Leverage social offline events with highly regarded partners to enhance.
THE SOLUTION:
We developed a strategy with three elements that best connect with this target
audience: Music, Models and Mingling.
The internet is the ideal place to reach and engage these consumers with
innovative and engaging promotions that build buzz. MPG created a campaign to
go beyond the traditional use of the internet, using rich media and
streaming media to engage this web-savvy audience with the brand.
We partnered with top sites and with other strong leadership brands for this
demo, to leverage appealing offline activities and deliver a quality online
experience that enhances the SoCo brand.
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THE MUSIC:
A streaming radio station was created featuring a SoCo branded media player
and specially selected songs that capture the brand attitude in three
categories - Rocks, Chilled and Mixed.
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Presence at Voodoo
- Cover of RollingStone e-photos.
- 181 photos taken, 52% retrieved photo.
- Photo gallery on minisite.
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Rolling Stone Rhapsody Promotion:
"Hit the Music Megaload" Rhapsody digital music
service promotion and sweeps:
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Rolling Stone SoCo Mix:
Southern Comfort branded skin/overlay for Real Media
Player allows users to stream (listen to) 600 songs
that have a SoCo vibe.
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THE MODELS:
Maxim is a top magazine for our desired audience. SoCo partnered with Maxim to
develop a sweepstakes awarding a trip to New Orleans, featuring a Cocktail Tour
accompanied by two Maxim models.
Integrated promotions include ads in the magazine and rich media ads across the
Maxim website.
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Maxim Floating Eyeblaster Creative:
The co-branded unit hovers on top of the page content on MAXIM in the
Entertainment section of the site and has received a 5% Click-Through Rate.
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THE MINGLING:
Custom branded SoCo invite templates were created for Evite users to setup,
invite friends and manage RSVPs for their own parties. The branded
templates are sent to each recipient to announce the party and to request a
response.
Rich media ad units surround the templates and enable users to interact with
the ad to grab ice from the bucket and receive SoCo drink recipes.
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THE MINGLING:
Rich media ad units in the Halloween Evite allowed users to interact with the
brand within the template.
Visitors scroll their mouse over the ad for SoCo drink recipes and to generate
toasts "to all the ghouls I've loved before."
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WHY IS THIS PLAN CREATIVE:
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whichever is the format used (paper or electronic), is confidential and proprietary to
Media Planning Group (MPG). This document includes ideas and information based on
the experience, know-how, intellectual/creative effort of Media Planning Group (MPG).
For these reasons, this material shall not be used, reproduced, copied, disclosed,
transmitted, transformed, commercialised or communicated, in whole or in part,
neither to third parties to the public, without the express and written consent of Media
Planning Group (MPG). "
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