David jernigan

Photo Credit – Brand Photo on Miller Lite Facebook Page,[object Object],Digital Alcohol MarketingDavid Jernigan, PhD and Kalyan Kanakamedala, BACenter on Alcohol Marketing and YouthJohns Hopkins Bloomberg School of Public Health,[object Object]

BRANDS,[object Object],[object Object]

Bacardi (Bacardi Rum and Bacardi Silver)

Smirnoff (Smirnoff Ice and Smirnoff Vodka)CHANNELS,[object Object],[object Object]

Social media (Facebook, MySpace, YouTube, Twitter, Flickr, etc.)

Mobile platforms (Apple iOS, Google Android)FINDINGS,[object Object],[object Object]

Brands driving traffic to social media

Abundance of user-generated content

Inconsistent age restrictionsPRESENTATION,[object Object],[object Object]

Potential for regulationCenter on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 2,[object Object],CAMY Activities: Exploratory Brand Scan,[object Object]

Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 3,[object Object],Digital Advertising Holds Great Promise,[object Object],Photo Credit – Fan Photo on Budweiser Facebook Page,[object Object],“Digital advertising is capable of delivering not double, but triple digit growth if everyone can play their role to the best of their ability.”,[object Object],Jeff Vandecruys, Global Project Leader, Anheuser-Busch InBev,[object Object]

With the Help of the Most Interesting Man in the World Dos Equis Becomes the First Beer Brand Globally to Reach 1 Million ‘Likes’ on Facebook,[object Object],The brand has experienced incredible growth in the social media space over the past 16 months, particularly on Facebook, where Dos Equisadded over 800,000 fans in 2010 alone. Even though Dos Equis is sold in a number of other countries including Mexico, Australia, and Canada, 95% of the Facebook fans are US residents.,[object Object],Providing rewarding content that builds on the brands iconic and award winning Most Interesting Man in the World campaign has been a critical component of the success.,[object Object],The Dos Equis fans are incredibly active, generating between 100 and 1000 wall posts per day most of which are linked directly to the Most Interesting Man in the World campaign.,[object Object],Heineken USA. (2011, January 31). With the Help of the Most Interesting Man in the World Dos Equis Becomes the First Beer Brand Globally to Reach 1 Million ‘Likes’ on Facebook [Press release]. Retrieved from http://www.businesswire.com/news/home/20110131006996/en/Interesting-Man-World-Dos-Equis-Beer-Brand,[object Object],Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 4,[object Object],Dos Equis “Most Interesting Man in the World” Campaign,[object Object],TV (2009),[object Object],Maxim (2008),[object Object]

In 2008, Soco spent $6 million on cable TV and another $1.5 million on magazine ads.,[object Object],This year, both those numbers will drop to zero in favor of online properties such as Facebook Spin, Fader, Pitchfork, Thrillistand Hulu.,[object Object],According to AdAge, this strategy allows Soco to advertise on network programs that the brand would’ve been forbidden from touching on TV.,[object Object],Lena DerOhannessian, the brand’s U.S. marketing director, said SoCo’s tight focus on the youngest legal-drinking-age consumers drove the shift.,[object Object],“As we’ve focused more on 21 to 29, TV becomes less and less effective at reaching that audience. It was getting harder and harder to hit our target without so much waste.”,[object Object],Mullman, J. (2009, July 29). Southern Comfort Pours Entire Media Budget Into Digital. Advertising Age. Retrieved from adage.com/article?article_id=138202,[object Object],Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 5,[object Object],Alcohol Brands Are Increasing Their Digital Spends,[object Object],Southern Comfort Pours Entire Media Budget Into Digital,[object Object],Photo Credit - Brand Photo on Southern Comfort Facebook Page,[object Object],“As a 20-year-old college student, I cannot agree more with their targeting and subsequent media alignment. I am on the computer (and those sites which they chose to use) probably 4 or 5 hours a day, compared to maybe 30 minutes or an hour watching TV.“,[object Object]

Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 6,[object Object],Emerging Trend: Alcohol Brands Shifting to Social Media,[object Object],Over the next one to two years, it is believed that Bacardi will shift up to "90%" of its digital spend to Facebook as it no longer deems dotcom sites relevant. (Marketing Magazine, 2011),[object Object],Photo Credit – Brand Photo on Bacardi Facebook Page,[object Object]

Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 7,[object Object],Teens and Young Adults Are the Heaviest Internet Users,[object Object],Source: Pew Research Center 2010,[object Object]

Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 8,[object Object],Promotion of More Social Media Content on BACARDI.com,[object Object]

Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 9,[object Object],Bacardi Has 7 Facebook Pages With Over 700,000 Fans,[object Object]

Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 10,[object Object],Facebook Integration on Other Brand Sites,[object Object]

Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 11,[object Object],Social Media is Growing in Popularity,[object Object],Globally, 313 million unique visitors spent an average of 6 hours on social networking sites in March 2010. (Nielsen),[object Object],In the U.S.,[object Object],127 million people spent an average of 6 hours 2 minutes on Facebook in June 2010. (Nielsen),[object Object],98 million people spent an average of 1 hour 12 minutes on YouTube in June 2010. (Nielsen),[object Object],8 million people spent an average of 2 hours 12 minutes on Twitter in November 2010. (Experian),[object Object]

Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 12,[object Object],Teens and Young Adults Most Likely To Be on a Social Network,[object Object],Source: Pew Research Center 2009,[object Object]

RESULTS,[object Object],Lifetime drinking had a significant difference on social network, F(1, 196) = 5.25, p<.05, (average of 3.87 for ever users [n = 99] versus 3.46 for never users [n = 96]). Finally, lifetime drinking had a significant difference on listen to/download music, F(1, 196) = 4.66, p<.05, (average of 4.12 for ever users [n = 99] versus 3.84 for never users [n = 97]) and drinking in the past month also had a significant difference on this variable, F(1, 191) = 5.98, p<.05 (average of 4.23 for past month drinkers [n = 64] versus 3.86 for those who did not drink in the past month [n = 133]).,[object Object],DISCUSSION,[object Object],Lifetime drinkers social networked more frequently than never drinkers.,[object Object],Lifetime drinking and past month drinking was related to greater frequency of listening to/downloading music.,[object Object],Epstein, JA. (2011, May) Adolescent computer use and alcohol use: What are the role of quantity and content of computer use? Addictive Behaviors, 36(5), 520-522.doi:10.1016/j.addbeh.2011.01.001,[object Object],Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 13,[object Object],Adolescent Computer Use Linked to Drinking,[object Object]

MAIN ELEMENTS,[object Object],Newsfeed, Profile,[object Object],ADDITIONAL FEATURES,[object Object],Ads, Pages, Groups, Applications, Events,[object Object],AVAILABLE MEDIA,[object Object],Photos, Videos, Polls, Games,[object Object],BRAND GOALS,[object Object],Engagement, Interaction, Virality, Purchase Intent,[object Object],ADVERTISING GUIDELINES,[object Object],“…ads may only be targeted to…[individuals] 21 years or older in the US.”,[object Object],“You must ensure that your ads…comply with all applicable local laws and required or recommended industry codes…”,[object Object],“You must ensure that your alcohol ads never…include content that is intended to appeal to anyone younger than the permissible targeted age group…”,[object Object],Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 14,[object Object],Facebook Features and Advertising Guidelines,[object Object]

DISCUS Internet/Digital Buying Guideline,[object Object],“…applies to all paid and unpaid (including value-added) placements made by or under the control of the advertiser, including advertising on third-party websites, video advertisements, audio mentions, internet banners, pop-ups, sponsorships, user-generated content (including blogs)...”,[object Object],Beer Institute Internet Buying Guidelines,[object Object],“The demographic standard in Guidelines 3c of the Code applies to all paid and bonus placements by brewers on internet Web sites operated by others.”,[object Object],Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 15,[object Object],Industry Codes Dictate 70% of Audience Must Be Above LPA,[object Object]

Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 16,[object Object],Facebook Demographics,[object Object],35,603,160 (23.9%) of Facebook’s 148,867,700 users in the United States are between ,[object Object],13 and 20 years old.,[object Object],Photo Credit – Fan Photo on Jim Beam Facebook Page,[object Object]

Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 17,[object Object],Changing Your Age on Facebook (Video),[object Object]

“Of the 20 million minors who actively used Facebook in the past year, 7.5 million – or more than one-third – were younger than 13 and not supposed to be able to use the site.”,[object Object],“Among young users, more than 5 million were 10 and under, and their accounts were largely unsupervised by their parents.”,[object Object],That Facebook friend might be 10 years old and other troubling news. (2011, June). Consumer Reports.Retrieved from http://www.consumerreports.org/cro/magazine-archive/2011/june/electronics-computers/state-of-the-net/facebook-concerns/index.htm,[object Object],“ComScore, a firm that measures Internet traffic, estimates that 3.6 million of Facebook’s 153 million monthly visitors in this country are under 12.”,[object Object],“Parents regularly go along with the age inflation, giving permission and helping children set up accounts. They often see it as a minor fib that is necessary to let their children participate in the digital world.”,[object Object],Richtel, M. and Helft, M. (2011, March 11). Facebook Users Who Are Under Age Raise Concerns. The New York Times. Retrieved from http://www.nytimes.com,[object Object],Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 18,[object Object],Facebook Youth Concerns,[object Object]

Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 19,[object Object],Youth on Smirnoff US Facebook Page,[object Object]

Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 20,[object Object],Youth on Smirnoff US Facebook Page,[object Object]

Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 21,[object Object],Youth on Jim Beam Facebook Page,[object Object]

Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 22,[object Object],Youth on Captain Morgan USA Facebook Page,[object Object]

Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 29,[object Object],Youth on Budweiser Facebook Page,[object Object]

“The Facebook ad targeted Lawrence area youths who might be looking for a fake ID. A total of 5,246 people between the ages of 16 and 20 clicked on the ad…”,[object Object],“Coalition members said interest in the Facebook ad clearly illustrates the demand for fake IDs and the prevalence of underage drinking in Lawrence, particularly among Kansas University students.”,[object Object],Blakesley, D. (2011, February 26). No Faking: Lawrence police cracking down on bogus IDs. Lawrence Journal-World. Retrieved from http://www2.ljworld.com/news/2011/feb/26/no-faking-lawrence-police-cracking-down-bogus-ids/,[object Object],“All the 225 profiles that were examined belonged to male undergraduate students…More than 68% of the profiles belonged to students who were under the legal U.S. drinking age…”,[object Object],“References to alcohol were present on 85.33% of the profiles…The average number of alcohol references per profile was 8.5…”,[object Object],Egan, KG, & Moreno MA. (2011, March 15). Alcohol References on Undergraduate Males’ Facebook Profiles. American Journal of Men’s Health, 5(2). doi:10.1177/1557988310394341,[object Object],Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 35,[object Object],Facebook Alcohol Concerns,[object Object]

“Facebook claims the information they surrender to these companies is anonymous, but it’s not. Companies can combine the ‘anonymized’ information from your profile with personal data gleaned from tracking cookies and other online traces to create dossiers about you that offer a level of personal detail the National Security Agency would envy.”,[object Object],Krishnamurthy B., & Wills CE. (2010, January). On the leakage of personally identifiable information via online social networks. ACM SIGCOMM Computer Communication Review, 40(1). Retrieved from http://web.cs.wpi.edu/~cew/papers/wosn09.pdf,[object Object],“Information about an individual’s place and date of birth can be exploited to predict his or her Social Security number (SSN). Using only publicly available information, we observed a correlation between individuals’ SSNs and their birth data and found that for younger cohorts the correlation allows statistical inference of private SSNs.”,[object Object],Acquisti A., Gross R. (July 6, 2009). Predicting Social Security numbers from public data. Proceedings of the National Academy of Sciences of the United States of America, 106(27), 10975-10980. Retrieved from http://www.pnas.org/content/early/2009/07/02/0904891106.full.pdf+html,[object Object],Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 36,[object Object],Facebook Privacy Concerns,[object Object]

Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 37,[object Object],Captain Morgan USA Brand Page on Facebook,[object Object]

Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 38,[object Object],Fan Recruitment and Permission Marketing,[object Object]

Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 39,[object Object],Number of Fans for Top Alcohol Brands on Facebook,[object Object],Source: Facebook, April 2011,[object Object]

Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 40,[object Object],Captain Morgan USA Brand Wall,[object Object]

Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 41,[object Object],Conversations With Joose,[object Object]

Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 42,[object Object],Conversations With Joose (continued),[object Object]

Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 43,[object Object],Conversations With Joose (continued),[object Object]

Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 44,[object Object],Interactions on Alcohol Brand Walls in January 2011,[object Object],Source: Facebook, February 2011,[object Object]

Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 45,[object Object],Annual Value of Facebook Fans for Top Alcohol Brands,[object Object],*Based on $3.60 annual value of Facebook fan (Source: Virtrue),[object Object]

Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 46,[object Object],Brand-Uploaded Photo Albums on Captain Morgan USA Page,[object Object]

Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 47,[object Object],User-Uploaded Photos on Captain Morgan USA Page,[object Object]

Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 48,[object Object],Brand-Uploaded Videos on Captain Morgan USA Page,[object Object]

Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 49,[object Object],User-Uploaded Videos on Captain Morgan USA Page,[object Object]

Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 50,[object Object],Photos and Videos on Alcohol Brand Pages,[object Object],Source: Facebook, February 2011,[object Object]

Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 51,[object Object],Fan Photo on Bud Light Lime Facebook Page,[object Object]

Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 52,[object Object],Fan Photo on Bud Light Lime Facebook Page,[object Object]

Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 53,[object Object],Brand-Uploaded Photo on Miller Lite Facebook Page,[object Object]

Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 54,[object Object],Brand-Uploaded Photo on Miller Lite Facebook Page,[object Object]

Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 55,[object Object],Fan Photo on Jack Daniel’s Facebook Page,[object Object]

Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 56,[object Object],Brand Evangelism,[object Object],Photo Credit – Fan Photo on Coors Light Facebook Page,[object Object]

Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 57,[object Object],Driving Purchase Intent With Peer Advertising,[object Object],Source: http://www.slideshare.net/360digitalinfluence/facebook-state-of-the-union,[object Object]

Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 58,[object Object],Peer Advertising = Social Proof,[object Object],Photo Credit – Fan Photo on Jim Beam Facebook Page,[object Object]

Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 59,[object Object],Thousands of User-Generated Alcohol Brand-Oriented Pages,[object Object]

Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 60,[object Object],Team Bud Light Facebook Page,[object Object]

Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 61,[object Object],Team Bud Light Facebook Page (continued),[object Object]

Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 62,[object Object],Thousands of User-Generated Alcohol Brand-Oriented Groups,[object Object]

Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 63,[object Object],Thousands of User-Generated Alcohol Brand-Oriented Events,[object Object]

Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 64,[object Object],YouTube Demographics,[object Object]

Heineken Aims Its Ads at Young Digital Devotees,[object Object],In December, Heineken began running the initial commercial in a new campaign on Web sites first rather than on television. The humorous spot, which carried the theme “Open your world,” made its way onto TV in about 30 countries three months later, but not before being viewed frequently online.,[object Object],“The Date” has a different cast from “The Entrance,” and the plots diverge. The new spot is about a young man on a wild date and the previous one is about a young man’s show-stopping arrival at a wild party.,[object Object],The change in how advertisers and agencies approach media choices is being driven of course by the increasing propensity of consumers to consume media digitally as well as through – or in place of – traditional means.,[object Object],This is particularly true for a beer brand like Heineken. Its intended target audience is men ages 18 or 21 (depending on a country’s legal minimum drinking age) to 34…Making that even more appropriate for Heineken is a goal to reach a subset of younger men who are “worldly, cosmopolitan,” Mr. Nasard said, who “over-index in Internet usage.”,[object Object],Elliott, S. (2011, May 25). Heineken Aims Its Ads at Young Digital Devotees. The New York Times.Retrieved from http://www.nytimes.com/2011/05/26/business/media/26adco.html,[object Object],Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 65,[object Object],Heineken Targets Youth Viewers on YouTube,[object Object]

Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 66,[object Object],Alcohol Brand Channels on YouTube,[object Object]

Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 67,[object Object],How Many People Are Visiting Alcohol Brand Channels?,[object Object],Source: YouTube, February 2011,[object Object]

Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 68,[object Object],Smirnoff Tea Partay – Forbes #14 Best-Ever Social Media Campaign,[object Object]

Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 69,[object Object],Absolut Vodka – Advertising as Content,[object Object]

This Porn’s for You: Budweiser’s Racy Web Ad,[object Object],As marketers struggle to find ways to make an impression on a population saturated in all kinds of media, the too-hot-for-TV online-only video has become an increasingly common device. And in order to get customers to seek out and recommend the straight-to-YouTube video, marketers often reach for comedy from the appropriateness hinterlands. Especially when trying to reel in young men. And they're being lauded for it. ,[object Object],Last year, Budweiser's advertising agency, DDB in Chicago, won an Emmy for its Internet-only spot "Swear Jar," which depicts office workers having to pay a quarter every time they curse, with the money being used to buy Bud Light. The commercial turns into a bleepfest as the cubicle mates indulge their inner sailors. But is bleeping curse words the same thing as pixelating graphic sexual toys? "Porn is the next logical step," says Solomon.,[object Object],Luscombe, B. (2009, June 4). This Porn’s for You: Budweiser’s Racy Web Ad. Time. Retrieved from http://www.time.com/time/arts/article/0,8599,1902420,00.html,[object Object],Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 70,[object Object],Bud Light YouTube Videos Advertised as Too Racy for TV,[object Object],Bud Light Swear Jar ,[object Object],Best Budlight Commercial Ever – Beer & Porn,[object Object]

Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 71,[object Object],Bud Light Videos Shared on Blogs,[object Object]

Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 72,[object Object],Bud Light Videos Shared on Facebook,[object Object]

Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 73,[object Object],Number of Views for “Unofficial” Bud Light Videos on YouTube,[object Object],Source: YouTube, April 2011,[object Object]

Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 74,[object Object],Alcohol Brands on Twitter,[object Object]

Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 75,[object Object],Tweets Driving Purchase Intent,[object Object]

Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 76,[object Object],Tweets Driving Traffic to Other Social Media Content,[object Object]

Last month, Tennessee-based distillery Jack Daniel’s became the first alcohol beverage brand to buy ad space on Twitter. It did so to build hype around the launch of its new Tennessee Honey whiskey product.,[object Object],Marjorie Dufek, interactive marketing director at Brown Forman, said Twitter reported “significantly higher than average” engagement rates for the campaign, as well as greater use of the brand name within tweets than its advertisers usually experience.,[object Object],Dufek declined to specify how much her company paid for the three days of promoted trends, or how much it has invested in digital marketing around the launch of the product. The company did say, however, that digital spend was roughly equal to that of TV.,[object Object],Alongside the social aspects of the campaign Jack Daniels will continue to invest heavily in digital media over the coming year, including integrations with properties and services including AOL, ESPN, Pandora, Gawker and AOL. It also plans to run mobile ad campaigns.,[object Object],Marshall, J. (2011, May 3). Jack Daniel’s Is First Spirits Brand to Buy Twitter Ads. ClickZ. Retrieved from http://www.clickz.com/clickz/news/2046786/jack-daniels-spirits-brand-twitter-ads,[object Object],Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 77,[object Object],Jack Daniels Is First Spirits Brand to Buy Twitter Ads,[object Object],Photo Credit – Fan Photo on Jack Daniels Facebook Page,[object Object],“The advantage for us is that people see Jack Daniel’s as a friend, it’s a very social brand by nature. We have an unprecedented opportunity to have real conversations with our consumers via social media.”,[object Object],Marjorie Dufek, Brown Forman,[object Object],Paid Advertising on Twitter,[object Object]

Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 78,[object Object],Direct Impressions Generated by Alcohol Brands on Twitter,[object Object],Source: Twitter, February 2011,[object Object],*Based on linear follower growth,[object Object]

Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 79,[object Object],50 Bud Light-Related Tweets Reaching Over 12,000 People in 1 Hour,[object Object]

Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 80,[object Object],Smirnoff Photo Albums on Flickr,[object Object]

Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81,[object Object],42,888 Image Results for “Bud Light” on Flickr,[object Object]

Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82,[object Object],646,000 Results for “Bud Light” in Blogosphere,[object Object]

Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83,[object Object],DrinkBudLight.com,[object Object]

DonQ Rum Goes All Social With New Campaign,[object Object],DonQ Rum is launching a digital contest dangling a trip to Puerto Rico as grand prize. Running through March, the campaign involves several social media Web sites, one for each of the areas in which consumers will compete. Participants can start the challenge within each partner site. The company will advertise the program at each of the sites, thus mining each of the Web property’s installed fan base. When they answer correctly in the first quiz, they will be directed to DonQ.com/MasterofAllSkills.com. Once there, they have to create a profile to finish the rest of the challenges.,[object Object],NotCot.comis the hub for the mixology-quiz part of the competition; BuzzFeed.com is for the humor competition; Foodspotting.com is the hub for the foodie competition; a test on humanitarian activity will be at Good.com; CoolHunting.com will house a culture battle Instructables.com will host the do-it-yourself part of the competition; Pitchfork.com will be the music-competition venue; technology tests will be hosted by Gizmodo.com; and a romance-savvy competition will be at OkCupid.com.,[object Object],Greenberg, K. (2011, January 25). DonQ Rum Goes All Social With New Campaign. MediaPost News. Retrieved from http://www.mediapost.com/publications/?art_aid=143542&fa=Articles.showArticle,[object Object],Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84,[object Object],DonQ Social Media Campaign Across 9 Sites,[object Object],Photo Credit – Fan Photo on DonQ Facebook Page,[object Object]

Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85,[object Object],83% of Teens Own a Cell Phone by Age 17,[object Object],Source: Pew Research Center 2009,[object Object]

Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86,[object Object],Coors Light 1st and Cold iPhone Application,[object Object]

Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87,[object Object],Heineken Know The Signs Breathalyzer iPhone Application,[object Object]

Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88,[object Object],Impact and Youth Exposure,[object Object],Photo Credit – Fan Photo on Bud Light Facebook Page,[object Object]

The top 10 beer and distilled spirits brands on Facebook have accumulated 8.3 million fans. This is more than the population of 39 U.S. states.,[object Object],Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually.,[object Object],This does not account for the effect of thousands of user-generated, brand-oriented pages, groups, and events on Facebook which have no age restrictions.,[object Object],In January of 2011, 10 other alcohol brands, selected on the basis of youth appeal, posted 158 times to their Facebook walls. These posts generated 98,305 “likes” and 25,952 comments.,[object Object],These 10 alcohol brands have uploaded a total of 14,760 photos and 363 videos to their Facebook pages.,[object Object],Fans of these alcohol brands have uploaded 8,514 photos and 55 videos to the brand Facebook pages.,[object Object],Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89,[object Object],Proliferation of Brand Followers and Content on Facebook,[object Object],35,603,160 (23.9%) of Facebook’s 148,867,700 users in the ,[object Object],United States are ,[object Object],between 13 and ,[object Object],20 years old.,[object Object],According to Consumer Reports, of the 20 million minors who actively used Facebook in the past year, 7.5 million – or more than one-third – were younger than 13 and not supposed to be able to use the site.,[object Object]

8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels, generating 2.6 million channel views and 8.6 million upload views.,[object Object],This is not including “unofficial” brand videos such as those for Bud Light which have generated 15.6 million views, those for Smirnoff which have generated 6.2 million views, and those for Absolut Vodka which have generated 3.8 million views.,[object Object],10 alcohol brands on Twitter have generated 29.9 million direct impressions.,[object Object],This is not including indirect impressions generated from re-tweets and user-generated, brand-oriented tweets.,[object Object],Twitter has no restrictions based on age.,[object Object],Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90,[object Object],Viral Marketing on YouTube and Direct Impressions on Twitter,[object Object],Bud Light Clothing Drive,[object Object],Absolut Vodka Twitter Profile,[object Object]

Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91,[object Object],Best Practices and Recommendations,[object Object],Photo Credit – Fan Photo on Captain Morgan Facebook Page,[object Object]

Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92,[object Object],Display Advertising Best Practice,[object Object],BEST PRACTICE,[object Object],Beam Global Spirits & Wine, Inc. adheres to a 75% LPA standard.,[object Object]

Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93,[object Object],Display Advertising Best Practice,[object Object],BEST PRACTICE,[object Object],Pandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21.,[object Object]

Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94,[object Object],Display Advertising Worst Practice,[object Object],WORST PRACTICE,[object Object],Pitchfork displays alcohol banner advertisements without verifying visitor age.,[object Object]

Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95,[object Object],Display Advertising Worst Practice,[object Object],WORST PRACTICE,[object Object],Hulu displays alcohol video advertisements without verifying visitor age.,[object Object]

Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96,[object Object],Distilled Spirit Brand Website Best Practice,[object Object],BEST PRACTICE,[object Object],If a visitor enters an age below the LPA, the Captain Morgan brand website stores this age and denies entry (re-directing to Century Council) upon subsequent visits.,[object Object]

Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97,[object Object],Distilled Spirit Brand Website Worst Practice,[object Object],WORST PRACTICE,[object Object],If a visitor enters an age below the LPA, the Skyy Vodka brand website takes no action, allowing the visitor to immediately select a different age and enter the site.,[object Object]

Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98,[object Object],Beer Brand Website Best Practice,[object Object],BEST PRACTICE,[object Object],If a visitor enters an age below the LPA, the Heineken brand website stores this age and denies entry upon subsequent visits.,[object Object]

Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99,[object Object],Beer Brand Website Worst Practice,[object Object],WORST PRACTICE,[object Object],If a visitor enters an age below the LPA, the Bud Light brand website displays a warning, allowing the visitor to easily close the warning and enter a different age.,[object Object]

Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100,[object Object],Flavored Alcoholic Beverage Brand Website Worst Practice,[object Object],WORST PRACTICE,[object Object],If a visitor enters an age below the LPA, the Mike’s Hard Lemonade website takes no action, allowing the visitor to immediately select different age and enter the site.,[object Object]

Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101,[object Object],Flavored Alcoholic Beverage Brand Website Worst Practice,[object Object],WORST PRACTICE,[object Object],The Joose website does not ask visitors to enter a date of birth, instead asking if visitors are over 21, yes or no. Visitors are able to enter multiple ages.,[object Object]

BEST PRACTICES,[object Object],Alcohol brand pages are not visible to individuals that state their age to be below 21.,[object Object],Alcohol display advertising is not visible to individuals that state their age to be below 21.,[object Object],Minors (Individuals below 18 years of age) are not able to change their age after signing up.,[object Object],WORST PRACTICES,[object Object],Individuals between 18 and 20 can easily change their age, thus allowing access to alcohol brand content.,[object Object],Alcohol-oriented and/or brand-oriented user-generated content is accessible to all users.,[object Object],Alcohol brand-uploaded content contains repeated and egregious code violations.,[object Object],Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102,[object Object],Facebook Best Practices,[object Object]

BEST PRACTICES,[object Object],Some alcohol brand content, specifically the brand channels for Bud Light, Coors Light, Grey Goose, and Heineken, requires visitors to sign in with an age over 18 in order to access.,[object Object],WORST PRACTICES,[object Object],The age required to view restricted alcohol content is 18 not 21.,[object Object],Some alcohol brand content, specifically the brand channels for Malibu, Absolut, Bacardi, Captain Morgan and Smirnoff, is accessible without signing in.,[object Object],“User-uploaded” alcohol brand-oriented videos do not require visitors to sign in before viewing.,[object Object],Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103,[object Object],YouTube Best Practices,[object Object]

BEST PRACTICES,[object Object],Certain alcohol brand Twitter pages, such as the page for Absolut Vodka, contain disclaimers stating that this content is only intended for viewing by those above the LPA.,[object Object],Jack Daniel’s promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA.,[object Object],WORST PRACTICES,[object Object],Certain alcohol brand Twitter pages, such as the page for Bacardi, do not contain disclaimers stating that this content is only intended for viewing by those above the LPA.,[object Object],Twitter does not collect age at sign up, and anyone can view alcohol brand pages and tweets.,[object Object],Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA.,[object Object],Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104,[object Object],Twitter Best Practices,[object Object]

BEST PRACTICES,[object Object],Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions.,[object Object],Certain iPhone applications, such as the Order Up! Coors Light application, specify in their descriptions that they are only intended for download and use by those above the LPA. ,[object Object],Certain iPhone applications, such as the Heineken Green Alert application, force the user to quit the application upon entry of an age below the LPA.,[object Object],WORST PRACTICES,[object Object],The iTunes store contains a standard disclaimer for applications with alcohol content which states that “You must be at least 17 years old to download this application.”,[object Object],Certain iPhone applications, such as the Coors Light 1st and Cold application, do not contain age disclaimers in their description stating that they are only intended for download and use by those above the LPA. ,[object Object],Certain iPhone applications, such as the Order Up! Coors Light application, do not ask users to enter their age in order to launch and enter the application.,[object Object],Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105,[object Object],Mobile Marketing Best Practices,[object Object]

THE FEDERAL COMMUNICATIONS COMMISSION?,[object Object],THE FEDERAL TRADE COMMISSION?,[object Object],PARENTS?,[object Object],THE INDUSTRY?,[object Object],Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106,[object Object],WHO IS MINDING THE STORE?,[object Object]

Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107,[object Object],Beer Institute Advertising and Marketing Code,[object Object],Models and actors employed to appear in beer advertising and marketing materials should be a minimum of 25 years old, substantiated by proper identification, and should reasonably appear to be over 21 years of age.,[object Object],Brand Photos from Miller Lite Facebook Page,[object Object]

Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108,[object Object],DISCUS Code of Responsible Practices,[object Object],Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus.,[object Object],Brand photos on Captain Morgan Facebook Page,[object Object]

Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109,[object Object],DISCUS Code of Responsible Practices,[object Object],Accordingly, advertising and marketing materials should not contain or depict:,[object Object],[object Object],Brand photo on Malibu Facebook Page,[object Object]

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