"Diageo is particularly keen to tap Facebook's large audience in emerging markets such as Brazil, where the two companies occupy the same office building in Sao Paolo,"
FT.com points out. For more than a year, Diageo has been using Facebook for advertising and promotions, and has reportedly found through Nielsen basket-scanning research that certain campaigns for
brands including Smirnoff and Baileys boosted offline purchases by as much as 20% domestically.
"We've now said, how can we ramp this up and make it something completely innovative that sets us apart from our competitors," Kathy Parker, Diageo's SVP of global marketing and innovation, tells FT.com.