Brown-Forman's Southern Comfort has launched a social content hub as the latest extension of its marketing campaign for Southern Comfort Lime, launched last fall.
The Lime-themed hub
resides on Southern Comfort's main Facebook page and Web and mobile sites. The hub has taken over the sites for the summer months.
The concept: Helping SoCo fans to plan and interact
throughout their nights out by consolidating a variety of digital activities in one convenient, cross-platform area -- while building awareness of the new Lime product through the hub's features
"If you look at a night out with friends, there's a cyclical flow," says Lena DerOhannessian, U.S. marketing director, Southern Comfort. "It starts with
planning and maybe a smaller party at someone's home, moves into partying at one location, usually moving onto other locations during the night, and ends with rehashing all of the night's
The hub is being supported by Lime television spots. Fifteen-second versions ran last October through December during Lime's introduction, and those and extended,
30-second versions will now run through the summer.
Three Southern Comfort agencies, Arnold Worldwide (creative agency), Universal McCann (media) and The Marketing Store (promotions),
collaborated on the activities for the hub, then worked with the brand's marketing team to finalize concepts, reports DerOhannessian.
The activities include:
- A "SoCo
Summer Social" area on the Facebook page, where fans who opt into the social's app can (where legal) receive rebates of $3 to $11 on purchases of Lime. The couponing encourages consumers to
buy Lime for at-home entertaining, possibly prior to a night out, notes DerOhannessian.
- SoCo on the Scene, where fans can view SoCo Twitter updates about the nightlife areas where
its promotion teams will be appearing in select markets.
- Passing a virtual SoCo Lime shot to friends. (These very popular on-premises shots, which use traditional Southern Comfort,
inspired the launch of the new bottled Southern Comfort Lime product sold at retail.)
- Custom interactive content, through partnerships with The Onion, ESPN and Pandora.
"We're tapping into our consumers' interests -- music, comedy and sports -- to fuel conversation around the brand," says DerOhannessian.
- The Onion offers humorous
video content promoting SoCo's "Guide to Getting' After It" (an app that sends consumers calls to action throughout the evening), and also releases original "Living Life to the
Fullest" tips. Pandora features a branded interactive radio station where users can choose playlists based on their mood. The station has a custom skin and includes a 15-second Southern Comfort
Lime pre-roll spot. The ESPN partnership features sponsored Major League Baseball previews and breaking news, analysis and highlights for all sports between 3 and 9 p.m.
- A sweeps
that's running for the 101 days of summer. Fans have a chance to win a branded prize every day, including a grand prize of a trip to New Orleans. The sweeps is also being promoted on special
in-store Lime displays (which include QR codes to let fans access the site via mobile phones) and through texting.
- A gallery featuring photographs taken during Southern Comfort
- Recipes. Users can scroll through Lime summer drink recipes and like, share and comment about them.
- Thirsty Thursday: An existing SMS
CRM program that delivers a new Southern Comfort recipe every Thursday to consumers' mobile phones.