Digital Alcohol Marketing David Jernigan, PhD and Kalyan Kanakamedala, BA Center on Alcohol Marketing and Youth Photo Credit – Brand Photo on Miller Lite Facebook
Digital Alcohol MarketingDavid Jernigan PhD and Kalyan Kanakamedala BA
Center on Alcohol Marketing and YouthJohns Hopkins Bloomberg School of Public Health
Photo Credit ndash Brand Photo on Miller Lite Facebook Page
BRANDS
bull Absolutbull Bacardi (Bacardi Rum and Bacardi Silver)
bull Coors Lightbull Heinekenbull Smirnoff (Smirnoff Ice and Smirnoff Vodka)
CHANNELS
bull Brand websitesbull Social media (Facebook MySpace YouTube Twitter Flickr etc)
bull Mobile platforms (Apple iOS Google Android)
FINDINGS
bull Display advertising across the web
bull Brands driving traffic to social media
bull Abundance of user-generated content
bull Inconsistent age restrictions
PRESENTATION
bull Trends in media usagebull Observed brand behavior
bull Youth access and exposure
bull Potential for regulation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 2
CAMY Activities Exploratory Brand Scan
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 3
Digital Advertising Holds Great Promise
ldquoDigital advertising is capable of delivering not double but triple digit growth if everyone can play their role to the best of their abilityrdquo
Jeff Vandecruys Global Project Leader Anheuser-Busch InBev
Photo Credit ndash Fan Photo on Budweiser Facebook Page
With the Help of the Most Interesting Man in the World Dos Equis Becomes the First Beer Brand Globally to Reach 1 Million lsquoLikesrsquo on Facebook
The brand has experienced incredible growth in the social media space over the past 16 months particularly on Facebook where Dos Equis added over 800000 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
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
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
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 lsquoLikesrsquo on Facebook [Press release] Retrieved from httpwwwbusinesswirecomnewshome20110131006996enInteresting-Man-World-Dos-Equis-Beer-Brand
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 4
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
TV (2009)
Maxim (2008)
In 2008 Soco spent $6 million on cable TV and another $15 million on magazine ads
This year both those numbers will drop to zero in favor of online properties such as Facebook Spin Fader Pitchfork Thrillist and Hulu
According to AdAge this strategy allows Soco to advertise on network programs that the brand wouldrsquove been forbidden from touching on TV
Lena DerOhannessian the brandrsquos US marketing director said SoCorsquos tight focus on the youngest legal-drinking-age consumers drove the shift
ldquoAs wersquove 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 wasterdquo
Mullman J (2009 July 29) Southern Comfort Pours Entire Media Budget Into Digital Advertising Age Retrieved from adagecomarticlearticle_id=138202
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 5
Alcohol Brands Are Increasing Their Digital Spends
Southern Comfort Pours Entire Media Budget Into Digital
ldquoAs 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 TVldquo
Photo Credit - Brand Photo on Southern Comfort Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 6
Emerging Trend Alcohol Brands Shifting to Social Media
Photo Credit ndash Brand Photo on Bacardi Facebook Page
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)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 7
Teens and Young Adults Are the Heaviest Internet Users
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 8
Promotion of More Social Media Content on BACARDIcom
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 9
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 10
Facebook Integration on Other Brand Sites
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 11
Social Media is Growing in Popularity
Globally 313 million unique visitors spent an average of 6 hours on social networking sites in March 2010 (Nielsen)
127 million people spent an average of 6 hours 2 minutes on Facebook in June 2010 (Nielsen)
98 million people spent an average of 1 hour 12 minutes on YouTube in June 2010 (Nielsen)
8 million people spent an average of 2 hours 12 minutes on Twitter in November 2010 (Experian)
In the US
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 12
Teens and Young Adults Most Likely To Be on a Social Network
Teens 12-17 Young adults 18-29 Adults 30 and older
73 72
40
Source Pew Research Center 2009
RESULTS
Lifetime drinking had a significant difference on social network F(1 196) = 525 plt05 (average of 387 for ever users [n = 99] versus 346 for never users [n = 96]) Finally lifetime drinking had a significant difference on listen todownload music F(1 196) = 466 plt05 (average of 412 for ever users [n = 99] versus 384 for never users [n = 97]) and drinking in the past month also had a significant difference on this variable F(1 191) = 598 plt05 (average of 423 for past month drinkers [n = 64] versus 386 for those who did not drink in the past month [n = 133])
DISCUSSION
Lifetime drinkers social networked more frequently than never drinkers
Lifetime drinking and past month drinking was related to greater frequency of listening todownloading music
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 doi101016jaddbeh201101001
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 13
Adolescent Computer Use Linked to Drinking
MAIN ELEMENTSNewsfeed Profile
ADDITIONAL FEATURESAds Pages Groups Applications Events
ldquohellipads may only be targeted tohellip[individuals] 21 years or older in the USrdquo
ldquoYou must ensure that your adshellipcomply with all applicable local laws and required or recommended industry codeshelliprdquo
ldquoYou must ensure that your alcohol ads neverhellipinclude content that is intended to appeal to anyone younger than the permissible targeted age grouphelliprdquo
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 14
Facebook Features and Advertising Guidelines
DISCUS InternetDigital Buying Guideline
ldquohellipapplies 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)rdquo
Beer Institute Internet Buying Guidelines
ldquoThe demographic standard in Guidelines 3c of the Code applies to all paid and bonus placements by brewers on internet Web sites operated by othersrdquo
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 15
Industry Codes Dictate 70 of Audience Must Be Above LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 16
Facebook Demographics
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 17
Changing Your Age on Facebook (Video)
>
ldquoOf the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the siterdquo
ldquoAmong young users more than 5 million were 10 and under and their accounts were largely unsupervised by their parentsrdquo
That Facebook friend might be 10 years old and other troubling news (2011 June) Consumer Reports Retrieved from httpwwwconsumerreportsorgcromagazine-archive2011juneelectronics-computersstate-of-the-netfacebook-concernsindexhtm
ldquoComScore a firm that measures Internet traffic estimates that 36 million of Facebookrsquos 153 million monthly visitors in this country are under 12rdquo
ldquoParents 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 worldrdquo
Richtel M and Helft M (2011 March 11) Facebook Users Who Are Under Age Raise Concerns The New York Times Retrieved from httpwwwnytimescom
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 18
Facebook Youth Concerns
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 19
Youth on Smirnoff US Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 20
Youth on Smirnoff US Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 21
Youth on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 22
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 23
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 24
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 25
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 26
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 27
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 28
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 29
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 30
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 31
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 32
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 33
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 34
Youth on Captain Morgan USA Facebook Page
ldquoThe Facebook ad targeted Lawrence area youths who might be looking for a fake ID A total of 5246 people between the ages of 16 and 20 clicked on the adhelliprdquo
ldquoCoalition 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 studentsrdquo
Blakesley D (2011 February 26) No Faking Lawrence police cracking down on bogus IDs Lawrence Journal-World Retrieved from httpwww2ljworldcomnews2011feb26no-faking-lawrence-police-cracking-down-bogus-ids
ldquoAll the 225 profiles that were examined belonged to male undergraduate studentshellipMore than 68 of the profiles belonged to students who were under the legal US drinking agehelliprdquo
ldquoReferences to alcohol were present on 8533 of the profileshellipThe average number of alcohol references per profile was 85helliprdquo
Egan KG amp Moreno MA (2011 March 15) Alcohol References on Undergraduate Malesrsquo Facebook Profiles American Journal of Menrsquos Health 5(2) doi1011771557988310394341
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 35
Facebook Alcohol Concerns
ldquoFacebook claims the information they surrender to these companies is anonymous but itrsquos not Companies can combine the lsquoanonymizedrsquo 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 envyrdquo
Krishnamurthy B amp Wills CE (2010 January) On the leakage of personally identifiable information via online social networks ACM SIGCOMM Computer Communication Review 40(1) Retrieved from httpwebcswpiedu~cewpaperswosn09pdf
ldquoInformation about an individualrsquos 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 individualsrsquo SSNs and their birth data and found that for younger cohorts the correlation allows statistical inference of private SSNsrdquo
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 httpwwwpnasorgcontentearly200907020904891106fullpdf+html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 36
Facebook Privacy Concerns
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 37
Captain Morgan USA Brand Page on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 38
Fan Recruitment and Permission Marketing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 39
Number of Fans for Top Alcohol Brands on Facebook
Fans Growth (Last Month)
Heineken 1308995 +1148
Jack Danielrsquos Tennessee Whiskey 1126286 +735
Bud Light 1068945 +418
Dos Equis 1051066 +063
Budweiser 735073 +627
Jim Beam 707338 +1490
Smirnoff Ice 619736 +064
Captain Morgan USA 602668 +394
Absolut 595534 +212
Corona 484356 +279
TOTAL 8299997 +572
Source Facebook April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 40
Captain Morgan USA Brand Wall
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 41
Conversations With Joose
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 42
Conversations With Joose (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 43
Conversations With Joose (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 44
Interactions on Alcohol Brand Walls in January 2011
Brand Posts User ldquoLikesrdquo User Comments
Jack Danielrsquos Tennessee Whiskey 9 9211 1544
Bud Light 16 12611 2405
Heineken 13 21070 6400
Absolut 8 1845 248
Captain Morgan USA 51 23677 9010
Jim Beam 16 8076 1465
Corona 3 2191 438
Miller Lite 4 1329 334
Hennessy 11 6812 1431
Smirnoff US 27 11483 2677
TOTAL 158 98305 25952
Source Facebook February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 45
Annual Value of Facebook Fans for Top Alcohol Brands
Fans Annual Value
Heineken 1308995 $4712382
Jack Danielrsquos Tennessee Whiskey 1126286 $4054629
Bud Light 1068945 $3848202
Dos Equis 1051066 $3783837
Budweiser 735073 $2646262
Jim Beam 707338 $2546416
Smirnoff Ice 619736 $2231049
Captain Morgan USA 602668 $2169604
Absolut 595534 $2143922
Corona 484356 $1743681
TOTAL 8299997 $29879989
Based on $360 annual value of Facebook fan (Source Virtrue)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 46
Brand-Uploaded Photo Albums on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 47
User-Uploaded Photos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 48
Brand-Uploaded Videos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 49
User-Uploaded Videos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 50
Photos and Videos on Alcohol Brand Pages
Brand Photos Fan Photos Brand Videos Fan Videos
Jack Danielrsquos Tennessee Whiskey 784 2142 40 8
Bud Light 656 1116 24 25
Heineken 7400 625 65 0
Absolut 427 101 25 3
Captain Morgan USA 2108 1743 44 4
Jim Beam 121 534 33 0
Corona 20 1204 20 8
Miller Lite 605 412 6 0
Hennessy 1063 516 56 7
Smirnoff US 1576 121 50 0
TOTAL 14760 8514 363 55
Source Facebook February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 51
Fan Photo on Bud Light Lime Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 52
Fan Photo on Bud Light Lime Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 53
Brand-Uploaded Photo on Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 54
Brand-Uploaded Photo on Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 55
Fan Photo on Jack Danielrsquos Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 56
Brand Evangelism
Photo Credit ndash Fan Photo on Coors Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 57
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 58
Peer Advertising = Social Proof
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 59
Thousands of User-Generated Alcohol Brand-Oriented Pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 60
Team Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 61
Team Bud Light Facebook Page (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 62
Thousands of User-Generated Alcohol Brand-Oriented Groups
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 63
Thousands of User-Generated Alcohol Brand-Oriented Events
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 64
YouTube Demographics
Heineken Aims Its Ads at Young Digital Devotees
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 ldquoOpen your worldrdquo made its way onto TV in about 30 countries three months later but not before being viewed frequently online
ldquoThe Daterdquo has a different cast from ldquoThe Entrancerdquo and the plots diverge The new spot is about a young man on a wild date and the previous one is about a young manrsquos show-stopping arrival at a wild party
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 ndash or in place of ndash traditional means
This is particularly true for a beer brand like Heineken Its intended target audience is men ages 18 or 21 (depending on a countryrsquos legal minimum drinking age) to 34hellipMaking that even more appropriate for Heineken is a goal to reach a subset of younger men who are ldquoworldly cosmopolitanrdquo Mr Nasard said who ldquoover-index in Internet usagerdquo
Elliott S (2011 May 25) Heineken Aims Its Ads at Young Digital Devotees The New York Times Retrieved from httpwwwnytimescom20110526businessmedia26adcohtml
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 65
Heineken Targets Youth Viewers on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 66
Alcohol Brand Channels on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 67
How Many People Are Visiting Alcohol Brand Channels
of Videos Channel Views Upload Views
Malibu Rum 43 13962 153114
Absolut Vodka 39 1299817 3757718
Grey Goose Vodka 33 44118 383600
Heineken USA 21 119931 381953
Bacardi Superior 14 250493 206017
Captain Morgan 13 575040 603057
Smirnoff 12 279708 456692
Bud Light 5 26665 2679065
TOTAL 180 2609734 8621216
Source YouTube February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 68
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaign
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 69
Absolut Vodka ndash Advertising as Content
This Pornrsquos for You Budweiserrsquos Racy Web Ad
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 theyre being lauded for it
Last year Budweisers 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
Luscombe B (2009 June 4) This Pornrsquos for You Budweiserrsquos Racy Web Ad Time Retrieved from httpwwwtimecomtimeartsarticle08599190242000html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 70
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Swear Jar
Best Budlight Commercial Ever ndash Beer amp Porn
>
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 71
Bud Light Videos Shared on Blogs
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 72
Bud Light Videos Shared on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 73
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Title Username Views
Bud Light Super Bowl Commercial Too Racy for TV 1togrowon 3276358
Bud Light Super Bowl Commercial Too Controversial for TV 1togrowon 3108084
Best Budlight Commercial Ever ndash Beer amp Porn perrycomo92882 1133713
Bud Light ldquoCut The Cheeserdquo secret TV spot not on Super Bowl razzledog 737928
TOTAL 15654689
Source YouTube April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 74
Alcohol Brands on Twitter
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 75
Tweets Driving Purchase Intent
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 76
Tweets Driving Traffic to Other Social Media Content
Last month Tennessee-based distillery Jack Danielrsquos 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
Marjorie Dufek interactive marketing director at Brown Forman said Twitter reported ldquosignificantly higher than averagerdquo engagement rates for the campaign as well as greater use of the brand name within tweets than its advertisers usually experience
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
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
Marshall J (2011 May 3) Jack Danielrsquos Is First Spirits Brand to Buy Twitter Ads ClickZ Retrieved from httpwwwclickzcomclickznews2046786jack-daniels-spirits-brand-twitter-ads
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 77
ldquoThe advantage for us is that people see Jack Danielrsquos as a friend itrsquos a very social brand by nature We have an unprecedented opportunity to have real conversations with our consumers via social mediardquo
Marjorie Dufek Brown Forman
Jack Daniels Is First Spirits Brand to Buy
Twitter Ads
Paid Advertising on Twitter
Photo Credit ndash Fan Photo on Jack Daniels Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 78
Direct Impressions Generated by Alcohol Brands on Twitter
of Tweets Following Followers Estimated Impressions
Pabst Blue Ribbon 4543 349 1754 3984211
Smirnoff 2048 16631 15140 15503360
Stolichnaya 1590 1642 1857 1476315
HPNOTIQ 1460 1775 893 651890
Skyy Vodka 851 387 2057 875254
Bacardi 569 17985 20451 5818310
Bacon Vodka 436 2044 3577 779786
Dolce Touch Vodka 407 1512 1655 336793
Don Q Rum 353 1617 1322 233333
Absolut Vodka 288 327 1531 220464
TOTAL 12545 44179 48483 29879715
Based on linear follower growth
Source Twitter February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 79
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Hour
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 80
Smirnoff Photo Albums on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81
42888 Image Results for ldquoBud Lightrdquo on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
BRANDS
bull Absolutbull Bacardi (Bacardi Rum and Bacardi Silver)
bull Coors Lightbull Heinekenbull Smirnoff (Smirnoff Ice and Smirnoff Vodka)
CHANNELS
bull Brand websitesbull Social media (Facebook MySpace YouTube Twitter Flickr etc)
bull Mobile platforms (Apple iOS Google Android)
FINDINGS
bull Display advertising across the web
bull Brands driving traffic to social media
bull Abundance of user-generated content
bull Inconsistent age restrictions
PRESENTATION
bull Trends in media usagebull Observed brand behavior
bull Youth access and exposure
bull Potential for regulation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 2
CAMY Activities Exploratory Brand Scan
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 3
Digital Advertising Holds Great Promise
ldquoDigital advertising is capable of delivering not double but triple digit growth if everyone can play their role to the best of their abilityrdquo
Jeff Vandecruys Global Project Leader Anheuser-Busch InBev
Photo Credit ndash Fan Photo on Budweiser Facebook Page
With the Help of the Most Interesting Man in the World Dos Equis Becomes the First Beer Brand Globally to Reach 1 Million lsquoLikesrsquo on Facebook
The brand has experienced incredible growth in the social media space over the past 16 months particularly on Facebook where Dos Equis added over 800000 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
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
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
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 lsquoLikesrsquo on Facebook [Press release] Retrieved from httpwwwbusinesswirecomnewshome20110131006996enInteresting-Man-World-Dos-Equis-Beer-Brand
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 4
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
TV (2009)
Maxim (2008)
In 2008 Soco spent $6 million on cable TV and another $15 million on magazine ads
This year both those numbers will drop to zero in favor of online properties such as Facebook Spin Fader Pitchfork Thrillist and Hulu
According to AdAge this strategy allows Soco to advertise on network programs that the brand wouldrsquove been forbidden from touching on TV
Lena DerOhannessian the brandrsquos US marketing director said SoCorsquos tight focus on the youngest legal-drinking-age consumers drove the shift
ldquoAs wersquove 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 wasterdquo
Mullman J (2009 July 29) Southern Comfort Pours Entire Media Budget Into Digital Advertising Age Retrieved from adagecomarticlearticle_id=138202
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 5
Alcohol Brands Are Increasing Their Digital Spends
Southern Comfort Pours Entire Media Budget Into Digital
ldquoAs 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 TVldquo
Photo Credit - Brand Photo on Southern Comfort Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 6
Emerging Trend Alcohol Brands Shifting to Social Media
Photo Credit ndash Brand Photo on Bacardi Facebook Page
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)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 7
Teens and Young Adults Are the Heaviest Internet Users
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 8
Promotion of More Social Media Content on BACARDIcom
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 9
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 10
Facebook Integration on Other Brand Sites
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 11
Social Media is Growing in Popularity
Globally 313 million unique visitors spent an average of 6 hours on social networking sites in March 2010 (Nielsen)
127 million people spent an average of 6 hours 2 minutes on Facebook in June 2010 (Nielsen)
98 million people spent an average of 1 hour 12 minutes on YouTube in June 2010 (Nielsen)
8 million people spent an average of 2 hours 12 minutes on Twitter in November 2010 (Experian)
In the US
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 12
Teens and Young Adults Most Likely To Be on a Social Network
Teens 12-17 Young adults 18-29 Adults 30 and older
73 72
40
Source Pew Research Center 2009
RESULTS
Lifetime drinking had a significant difference on social network F(1 196) = 525 plt05 (average of 387 for ever users [n = 99] versus 346 for never users [n = 96]) Finally lifetime drinking had a significant difference on listen todownload music F(1 196) = 466 plt05 (average of 412 for ever users [n = 99] versus 384 for never users [n = 97]) and drinking in the past month also had a significant difference on this variable F(1 191) = 598 plt05 (average of 423 for past month drinkers [n = 64] versus 386 for those who did not drink in the past month [n = 133])
DISCUSSION
Lifetime drinkers social networked more frequently than never drinkers
Lifetime drinking and past month drinking was related to greater frequency of listening todownloading music
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 doi101016jaddbeh201101001
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 13
Adolescent Computer Use Linked to Drinking
MAIN ELEMENTSNewsfeed Profile
ADDITIONAL FEATURESAds Pages Groups Applications Events
ldquohellipads may only be targeted tohellip[individuals] 21 years or older in the USrdquo
ldquoYou must ensure that your adshellipcomply with all applicable local laws and required or recommended industry codeshelliprdquo
ldquoYou must ensure that your alcohol ads neverhellipinclude content that is intended to appeal to anyone younger than the permissible targeted age grouphelliprdquo
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 14
Facebook Features and Advertising Guidelines
DISCUS InternetDigital Buying Guideline
ldquohellipapplies 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)rdquo
Beer Institute Internet Buying Guidelines
ldquoThe demographic standard in Guidelines 3c of the Code applies to all paid and bonus placements by brewers on internet Web sites operated by othersrdquo
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 15
Industry Codes Dictate 70 of Audience Must Be Above LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 16
Facebook Demographics
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 17
Changing Your Age on Facebook (Video)
>
ldquoOf the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the siterdquo
ldquoAmong young users more than 5 million were 10 and under and their accounts were largely unsupervised by their parentsrdquo
That Facebook friend might be 10 years old and other troubling news (2011 June) Consumer Reports Retrieved from httpwwwconsumerreportsorgcromagazine-archive2011juneelectronics-computersstate-of-the-netfacebook-concernsindexhtm
ldquoComScore a firm that measures Internet traffic estimates that 36 million of Facebookrsquos 153 million monthly visitors in this country are under 12rdquo
ldquoParents 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 worldrdquo
Richtel M and Helft M (2011 March 11) Facebook Users Who Are Under Age Raise Concerns The New York Times Retrieved from httpwwwnytimescom
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 18
Facebook Youth Concerns
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 19
Youth on Smirnoff US Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 20
Youth on Smirnoff US Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 21
Youth on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 22
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 23
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 24
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 25
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 26
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 27
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 28
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 29
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 30
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 31
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 32
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 33
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 34
Youth on Captain Morgan USA Facebook Page
ldquoThe Facebook ad targeted Lawrence area youths who might be looking for a fake ID A total of 5246 people between the ages of 16 and 20 clicked on the adhelliprdquo
ldquoCoalition 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 studentsrdquo
Blakesley D (2011 February 26) No Faking Lawrence police cracking down on bogus IDs Lawrence Journal-World Retrieved from httpwww2ljworldcomnews2011feb26no-faking-lawrence-police-cracking-down-bogus-ids
ldquoAll the 225 profiles that were examined belonged to male undergraduate studentshellipMore than 68 of the profiles belonged to students who were under the legal US drinking agehelliprdquo
ldquoReferences to alcohol were present on 8533 of the profileshellipThe average number of alcohol references per profile was 85helliprdquo
Egan KG amp Moreno MA (2011 March 15) Alcohol References on Undergraduate Malesrsquo Facebook Profiles American Journal of Menrsquos Health 5(2) doi1011771557988310394341
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 35
Facebook Alcohol Concerns
ldquoFacebook claims the information they surrender to these companies is anonymous but itrsquos not Companies can combine the lsquoanonymizedrsquo 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 envyrdquo
Krishnamurthy B amp Wills CE (2010 January) On the leakage of personally identifiable information via online social networks ACM SIGCOMM Computer Communication Review 40(1) Retrieved from httpwebcswpiedu~cewpaperswosn09pdf
ldquoInformation about an individualrsquos 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 individualsrsquo SSNs and their birth data and found that for younger cohorts the correlation allows statistical inference of private SSNsrdquo
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 httpwwwpnasorgcontentearly200907020904891106fullpdf+html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 36
Facebook Privacy Concerns
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 37
Captain Morgan USA Brand Page on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 38
Fan Recruitment and Permission Marketing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 39
Number of Fans for Top Alcohol Brands on Facebook
Fans Growth (Last Month)
Heineken 1308995 +1148
Jack Danielrsquos Tennessee Whiskey 1126286 +735
Bud Light 1068945 +418
Dos Equis 1051066 +063
Budweiser 735073 +627
Jim Beam 707338 +1490
Smirnoff Ice 619736 +064
Captain Morgan USA 602668 +394
Absolut 595534 +212
Corona 484356 +279
TOTAL 8299997 +572
Source Facebook April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 40
Captain Morgan USA Brand Wall
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 41
Conversations With Joose
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 42
Conversations With Joose (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 43
Conversations With Joose (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 44
Interactions on Alcohol Brand Walls in January 2011
Brand Posts User ldquoLikesrdquo User Comments
Jack Danielrsquos Tennessee Whiskey 9 9211 1544
Bud Light 16 12611 2405
Heineken 13 21070 6400
Absolut 8 1845 248
Captain Morgan USA 51 23677 9010
Jim Beam 16 8076 1465
Corona 3 2191 438
Miller Lite 4 1329 334
Hennessy 11 6812 1431
Smirnoff US 27 11483 2677
TOTAL 158 98305 25952
Source Facebook February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 45
Annual Value of Facebook Fans for Top Alcohol Brands
Fans Annual Value
Heineken 1308995 $4712382
Jack Danielrsquos Tennessee Whiskey 1126286 $4054629
Bud Light 1068945 $3848202
Dos Equis 1051066 $3783837
Budweiser 735073 $2646262
Jim Beam 707338 $2546416
Smirnoff Ice 619736 $2231049
Captain Morgan USA 602668 $2169604
Absolut 595534 $2143922
Corona 484356 $1743681
TOTAL 8299997 $29879989
Based on $360 annual value of Facebook fan (Source Virtrue)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 46
Brand-Uploaded Photo Albums on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 47
User-Uploaded Photos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 48
Brand-Uploaded Videos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 49
User-Uploaded Videos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 50
Photos and Videos on Alcohol Brand Pages
Brand Photos Fan Photos Brand Videos Fan Videos
Jack Danielrsquos Tennessee Whiskey 784 2142 40 8
Bud Light 656 1116 24 25
Heineken 7400 625 65 0
Absolut 427 101 25 3
Captain Morgan USA 2108 1743 44 4
Jim Beam 121 534 33 0
Corona 20 1204 20 8
Miller Lite 605 412 6 0
Hennessy 1063 516 56 7
Smirnoff US 1576 121 50 0
TOTAL 14760 8514 363 55
Source Facebook February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 51
Fan Photo on Bud Light Lime Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 52
Fan Photo on Bud Light Lime Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 53
Brand-Uploaded Photo on Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 54
Brand-Uploaded Photo on Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 55
Fan Photo on Jack Danielrsquos Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 56
Brand Evangelism
Photo Credit ndash Fan Photo on Coors Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 57
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 58
Peer Advertising = Social Proof
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 59
Thousands of User-Generated Alcohol Brand-Oriented Pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 60
Team Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 61
Team Bud Light Facebook Page (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 62
Thousands of User-Generated Alcohol Brand-Oriented Groups
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 63
Thousands of User-Generated Alcohol Brand-Oriented Events
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 64
YouTube Demographics
Heineken Aims Its Ads at Young Digital Devotees
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 ldquoOpen your worldrdquo made its way onto TV in about 30 countries three months later but not before being viewed frequently online
ldquoThe Daterdquo has a different cast from ldquoThe Entrancerdquo and the plots diverge The new spot is about a young man on a wild date and the previous one is about a young manrsquos show-stopping arrival at a wild party
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 ndash or in place of ndash traditional means
This is particularly true for a beer brand like Heineken Its intended target audience is men ages 18 or 21 (depending on a countryrsquos legal minimum drinking age) to 34hellipMaking that even more appropriate for Heineken is a goal to reach a subset of younger men who are ldquoworldly cosmopolitanrdquo Mr Nasard said who ldquoover-index in Internet usagerdquo
Elliott S (2011 May 25) Heineken Aims Its Ads at Young Digital Devotees The New York Times Retrieved from httpwwwnytimescom20110526businessmedia26adcohtml
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 65
Heineken Targets Youth Viewers on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 66
Alcohol Brand Channels on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 67
How Many People Are Visiting Alcohol Brand Channels
of Videos Channel Views Upload Views
Malibu Rum 43 13962 153114
Absolut Vodka 39 1299817 3757718
Grey Goose Vodka 33 44118 383600
Heineken USA 21 119931 381953
Bacardi Superior 14 250493 206017
Captain Morgan 13 575040 603057
Smirnoff 12 279708 456692
Bud Light 5 26665 2679065
TOTAL 180 2609734 8621216
Source YouTube February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 68
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaign
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 69
Absolut Vodka ndash Advertising as Content
This Pornrsquos for You Budweiserrsquos Racy Web Ad
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 theyre being lauded for it
Last year Budweisers 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
Luscombe B (2009 June 4) This Pornrsquos for You Budweiserrsquos Racy Web Ad Time Retrieved from httpwwwtimecomtimeartsarticle08599190242000html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 70
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Swear Jar
Best Budlight Commercial Ever ndash Beer amp Porn
>
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 71
Bud Light Videos Shared on Blogs
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 72
Bud Light Videos Shared on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 73
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Title Username Views
Bud Light Super Bowl Commercial Too Racy for TV 1togrowon 3276358
Bud Light Super Bowl Commercial Too Controversial for TV 1togrowon 3108084
Best Budlight Commercial Ever ndash Beer amp Porn perrycomo92882 1133713
Bud Light ldquoCut The Cheeserdquo secret TV spot not on Super Bowl razzledog 737928
TOTAL 15654689
Source YouTube April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 74
Alcohol Brands on Twitter
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 75
Tweets Driving Purchase Intent
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 76
Tweets Driving Traffic to Other Social Media Content
Last month Tennessee-based distillery Jack Danielrsquos 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
Marjorie Dufek interactive marketing director at Brown Forman said Twitter reported ldquosignificantly higher than averagerdquo engagement rates for the campaign as well as greater use of the brand name within tweets than its advertisers usually experience
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
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
Marshall J (2011 May 3) Jack Danielrsquos Is First Spirits Brand to Buy Twitter Ads ClickZ Retrieved from httpwwwclickzcomclickznews2046786jack-daniels-spirits-brand-twitter-ads
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 77
ldquoThe advantage for us is that people see Jack Danielrsquos as a friend itrsquos a very social brand by nature We have an unprecedented opportunity to have real conversations with our consumers via social mediardquo
Marjorie Dufek Brown Forman
Jack Daniels Is First Spirits Brand to Buy
Twitter Ads
Paid Advertising on Twitter
Photo Credit ndash Fan Photo on Jack Daniels Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 78
Direct Impressions Generated by Alcohol Brands on Twitter
of Tweets Following Followers Estimated Impressions
Pabst Blue Ribbon 4543 349 1754 3984211
Smirnoff 2048 16631 15140 15503360
Stolichnaya 1590 1642 1857 1476315
HPNOTIQ 1460 1775 893 651890
Skyy Vodka 851 387 2057 875254
Bacardi 569 17985 20451 5818310
Bacon Vodka 436 2044 3577 779786
Dolce Touch Vodka 407 1512 1655 336793
Don Q Rum 353 1617 1322 233333
Absolut Vodka 288 327 1531 220464
TOTAL 12545 44179 48483 29879715
Based on linear follower growth
Source Twitter February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 79
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Hour
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 80
Smirnoff Photo Albums on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81
42888 Image Results for ldquoBud Lightrdquo on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 3
Digital Advertising Holds Great Promise
ldquoDigital advertising is capable of delivering not double but triple digit growth if everyone can play their role to the best of their abilityrdquo
Jeff Vandecruys Global Project Leader Anheuser-Busch InBev
Photo Credit ndash Fan Photo on Budweiser Facebook Page
With the Help of the Most Interesting Man in the World Dos Equis Becomes the First Beer Brand Globally to Reach 1 Million lsquoLikesrsquo on Facebook
The brand has experienced incredible growth in the social media space over the past 16 months particularly on Facebook where Dos Equis added over 800000 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
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
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
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 lsquoLikesrsquo on Facebook [Press release] Retrieved from httpwwwbusinesswirecomnewshome20110131006996enInteresting-Man-World-Dos-Equis-Beer-Brand
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 4
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
TV (2009)
Maxim (2008)
In 2008 Soco spent $6 million on cable TV and another $15 million on magazine ads
This year both those numbers will drop to zero in favor of online properties such as Facebook Spin Fader Pitchfork Thrillist and Hulu
According to AdAge this strategy allows Soco to advertise on network programs that the brand wouldrsquove been forbidden from touching on TV
Lena DerOhannessian the brandrsquos US marketing director said SoCorsquos tight focus on the youngest legal-drinking-age consumers drove the shift
ldquoAs wersquove 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 wasterdquo
Mullman J (2009 July 29) Southern Comfort Pours Entire Media Budget Into Digital Advertising Age Retrieved from adagecomarticlearticle_id=138202
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 5
Alcohol Brands Are Increasing Their Digital Spends
Southern Comfort Pours Entire Media Budget Into Digital
ldquoAs 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 TVldquo
Photo Credit - Brand Photo on Southern Comfort Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 6
Emerging Trend Alcohol Brands Shifting to Social Media
Photo Credit ndash Brand Photo on Bacardi Facebook Page
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)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 7
Teens and Young Adults Are the Heaviest Internet Users
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 8
Promotion of More Social Media Content on BACARDIcom
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 9
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 10
Facebook Integration on Other Brand Sites
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 11
Social Media is Growing in Popularity
Globally 313 million unique visitors spent an average of 6 hours on social networking sites in March 2010 (Nielsen)
127 million people spent an average of 6 hours 2 minutes on Facebook in June 2010 (Nielsen)
98 million people spent an average of 1 hour 12 minutes on YouTube in June 2010 (Nielsen)
8 million people spent an average of 2 hours 12 minutes on Twitter in November 2010 (Experian)
In the US
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 12
Teens and Young Adults Most Likely To Be on a Social Network
Teens 12-17 Young adults 18-29 Adults 30 and older
73 72
40
Source Pew Research Center 2009
RESULTS
Lifetime drinking had a significant difference on social network F(1 196) = 525 plt05 (average of 387 for ever users [n = 99] versus 346 for never users [n = 96]) Finally lifetime drinking had a significant difference on listen todownload music F(1 196) = 466 plt05 (average of 412 for ever users [n = 99] versus 384 for never users [n = 97]) and drinking in the past month also had a significant difference on this variable F(1 191) = 598 plt05 (average of 423 for past month drinkers [n = 64] versus 386 for those who did not drink in the past month [n = 133])
DISCUSSION
Lifetime drinkers social networked more frequently than never drinkers
Lifetime drinking and past month drinking was related to greater frequency of listening todownloading music
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 doi101016jaddbeh201101001
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 13
Adolescent Computer Use Linked to Drinking
MAIN ELEMENTSNewsfeed Profile
ADDITIONAL FEATURESAds Pages Groups Applications Events
ldquohellipads may only be targeted tohellip[individuals] 21 years or older in the USrdquo
ldquoYou must ensure that your adshellipcomply with all applicable local laws and required or recommended industry codeshelliprdquo
ldquoYou must ensure that your alcohol ads neverhellipinclude content that is intended to appeal to anyone younger than the permissible targeted age grouphelliprdquo
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 14
Facebook Features and Advertising Guidelines
DISCUS InternetDigital Buying Guideline
ldquohellipapplies 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)rdquo
Beer Institute Internet Buying Guidelines
ldquoThe demographic standard in Guidelines 3c of the Code applies to all paid and bonus placements by brewers on internet Web sites operated by othersrdquo
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 15
Industry Codes Dictate 70 of Audience Must Be Above LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 16
Facebook Demographics
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 17
Changing Your Age on Facebook (Video)
>
ldquoOf the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the siterdquo
ldquoAmong young users more than 5 million were 10 and under and their accounts were largely unsupervised by their parentsrdquo
That Facebook friend might be 10 years old and other troubling news (2011 June) Consumer Reports Retrieved from httpwwwconsumerreportsorgcromagazine-archive2011juneelectronics-computersstate-of-the-netfacebook-concernsindexhtm
ldquoComScore a firm that measures Internet traffic estimates that 36 million of Facebookrsquos 153 million monthly visitors in this country are under 12rdquo
ldquoParents 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 worldrdquo
Richtel M and Helft M (2011 March 11) Facebook Users Who Are Under Age Raise Concerns The New York Times Retrieved from httpwwwnytimescom
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 18
Facebook Youth Concerns
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 19
Youth on Smirnoff US Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 20
Youth on Smirnoff US Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 21
Youth on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 22
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 23
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 24
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 25
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 26
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 27
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 28
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 29
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 30
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 31
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 32
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 33
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 34
Youth on Captain Morgan USA Facebook Page
ldquoThe Facebook ad targeted Lawrence area youths who might be looking for a fake ID A total of 5246 people between the ages of 16 and 20 clicked on the adhelliprdquo
ldquoCoalition 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 studentsrdquo
Blakesley D (2011 February 26) No Faking Lawrence police cracking down on bogus IDs Lawrence Journal-World Retrieved from httpwww2ljworldcomnews2011feb26no-faking-lawrence-police-cracking-down-bogus-ids
ldquoAll the 225 profiles that were examined belonged to male undergraduate studentshellipMore than 68 of the profiles belonged to students who were under the legal US drinking agehelliprdquo
ldquoReferences to alcohol were present on 8533 of the profileshellipThe average number of alcohol references per profile was 85helliprdquo
Egan KG amp Moreno MA (2011 March 15) Alcohol References on Undergraduate Malesrsquo Facebook Profiles American Journal of Menrsquos Health 5(2) doi1011771557988310394341
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 35
Facebook Alcohol Concerns
ldquoFacebook claims the information they surrender to these companies is anonymous but itrsquos not Companies can combine the lsquoanonymizedrsquo 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 envyrdquo
Krishnamurthy B amp Wills CE (2010 January) On the leakage of personally identifiable information via online social networks ACM SIGCOMM Computer Communication Review 40(1) Retrieved from httpwebcswpiedu~cewpaperswosn09pdf
ldquoInformation about an individualrsquos 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 individualsrsquo SSNs and their birth data and found that for younger cohorts the correlation allows statistical inference of private SSNsrdquo
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 httpwwwpnasorgcontentearly200907020904891106fullpdf+html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 36
Facebook Privacy Concerns
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 37
Captain Morgan USA Brand Page on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 38
Fan Recruitment and Permission Marketing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 39
Number of Fans for Top Alcohol Brands on Facebook
Fans Growth (Last Month)
Heineken 1308995 +1148
Jack Danielrsquos Tennessee Whiskey 1126286 +735
Bud Light 1068945 +418
Dos Equis 1051066 +063
Budweiser 735073 +627
Jim Beam 707338 +1490
Smirnoff Ice 619736 +064
Captain Morgan USA 602668 +394
Absolut 595534 +212
Corona 484356 +279
TOTAL 8299997 +572
Source Facebook April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 40
Captain Morgan USA Brand Wall
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 41
Conversations With Joose
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 42
Conversations With Joose (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 43
Conversations With Joose (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 44
Interactions on Alcohol Brand Walls in January 2011
Brand Posts User ldquoLikesrdquo User Comments
Jack Danielrsquos Tennessee Whiskey 9 9211 1544
Bud Light 16 12611 2405
Heineken 13 21070 6400
Absolut 8 1845 248
Captain Morgan USA 51 23677 9010
Jim Beam 16 8076 1465
Corona 3 2191 438
Miller Lite 4 1329 334
Hennessy 11 6812 1431
Smirnoff US 27 11483 2677
TOTAL 158 98305 25952
Source Facebook February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 45
Annual Value of Facebook Fans for Top Alcohol Brands
Fans Annual Value
Heineken 1308995 $4712382
Jack Danielrsquos Tennessee Whiskey 1126286 $4054629
Bud Light 1068945 $3848202
Dos Equis 1051066 $3783837
Budweiser 735073 $2646262
Jim Beam 707338 $2546416
Smirnoff Ice 619736 $2231049
Captain Morgan USA 602668 $2169604
Absolut 595534 $2143922
Corona 484356 $1743681
TOTAL 8299997 $29879989
Based on $360 annual value of Facebook fan (Source Virtrue)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 46
Brand-Uploaded Photo Albums on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 47
User-Uploaded Photos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 48
Brand-Uploaded Videos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 49
User-Uploaded Videos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 50
Photos and Videos on Alcohol Brand Pages
Brand Photos Fan Photos Brand Videos Fan Videos
Jack Danielrsquos Tennessee Whiskey 784 2142 40 8
Bud Light 656 1116 24 25
Heineken 7400 625 65 0
Absolut 427 101 25 3
Captain Morgan USA 2108 1743 44 4
Jim Beam 121 534 33 0
Corona 20 1204 20 8
Miller Lite 605 412 6 0
Hennessy 1063 516 56 7
Smirnoff US 1576 121 50 0
TOTAL 14760 8514 363 55
Source Facebook February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 51
Fan Photo on Bud Light Lime Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 52
Fan Photo on Bud Light Lime Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 53
Brand-Uploaded Photo on Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 54
Brand-Uploaded Photo on Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 55
Fan Photo on Jack Danielrsquos Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 56
Brand Evangelism
Photo Credit ndash Fan Photo on Coors Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 57
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 58
Peer Advertising = Social Proof
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 59
Thousands of User-Generated Alcohol Brand-Oriented Pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 60
Team Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 61
Team Bud Light Facebook Page (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 62
Thousands of User-Generated Alcohol Brand-Oriented Groups
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 63
Thousands of User-Generated Alcohol Brand-Oriented Events
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 64
YouTube Demographics
Heineken Aims Its Ads at Young Digital Devotees
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 ldquoOpen your worldrdquo made its way onto TV in about 30 countries three months later but not before being viewed frequently online
ldquoThe Daterdquo has a different cast from ldquoThe Entrancerdquo and the plots diverge The new spot is about a young man on a wild date and the previous one is about a young manrsquos show-stopping arrival at a wild party
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 ndash or in place of ndash traditional means
This is particularly true for a beer brand like Heineken Its intended target audience is men ages 18 or 21 (depending on a countryrsquos legal minimum drinking age) to 34hellipMaking that even more appropriate for Heineken is a goal to reach a subset of younger men who are ldquoworldly cosmopolitanrdquo Mr Nasard said who ldquoover-index in Internet usagerdquo
Elliott S (2011 May 25) Heineken Aims Its Ads at Young Digital Devotees The New York Times Retrieved from httpwwwnytimescom20110526businessmedia26adcohtml
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 65
Heineken Targets Youth Viewers on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 66
Alcohol Brand Channels on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 67
How Many People Are Visiting Alcohol Brand Channels
of Videos Channel Views Upload Views
Malibu Rum 43 13962 153114
Absolut Vodka 39 1299817 3757718
Grey Goose Vodka 33 44118 383600
Heineken USA 21 119931 381953
Bacardi Superior 14 250493 206017
Captain Morgan 13 575040 603057
Smirnoff 12 279708 456692
Bud Light 5 26665 2679065
TOTAL 180 2609734 8621216
Source YouTube February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 68
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaign
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 69
Absolut Vodka ndash Advertising as Content
This Pornrsquos for You Budweiserrsquos Racy Web Ad
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 theyre being lauded for it
Last year Budweisers 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
Luscombe B (2009 June 4) This Pornrsquos for You Budweiserrsquos Racy Web Ad Time Retrieved from httpwwwtimecomtimeartsarticle08599190242000html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 70
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Swear Jar
Best Budlight Commercial Ever ndash Beer amp Porn
>
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 71
Bud Light Videos Shared on Blogs
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 72
Bud Light Videos Shared on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 73
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Title Username Views
Bud Light Super Bowl Commercial Too Racy for TV 1togrowon 3276358
Bud Light Super Bowl Commercial Too Controversial for TV 1togrowon 3108084
Best Budlight Commercial Ever ndash Beer amp Porn perrycomo92882 1133713
Bud Light ldquoCut The Cheeserdquo secret TV spot not on Super Bowl razzledog 737928
TOTAL 15654689
Source YouTube April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 74
Alcohol Brands on Twitter
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 75
Tweets Driving Purchase Intent
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 76
Tweets Driving Traffic to Other Social Media Content
Last month Tennessee-based distillery Jack Danielrsquos 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
Marjorie Dufek interactive marketing director at Brown Forman said Twitter reported ldquosignificantly higher than averagerdquo engagement rates for the campaign as well as greater use of the brand name within tweets than its advertisers usually experience
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
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
Marshall J (2011 May 3) Jack Danielrsquos Is First Spirits Brand to Buy Twitter Ads ClickZ Retrieved from httpwwwclickzcomclickznews2046786jack-daniels-spirits-brand-twitter-ads
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 77
ldquoThe advantage for us is that people see Jack Danielrsquos as a friend itrsquos a very social brand by nature We have an unprecedented opportunity to have real conversations with our consumers via social mediardquo
Marjorie Dufek Brown Forman
Jack Daniels Is First Spirits Brand to Buy
Twitter Ads
Paid Advertising on Twitter
Photo Credit ndash Fan Photo on Jack Daniels Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 78
Direct Impressions Generated by Alcohol Brands on Twitter
of Tweets Following Followers Estimated Impressions
Pabst Blue Ribbon 4543 349 1754 3984211
Smirnoff 2048 16631 15140 15503360
Stolichnaya 1590 1642 1857 1476315
HPNOTIQ 1460 1775 893 651890
Skyy Vodka 851 387 2057 875254
Bacardi 569 17985 20451 5818310
Bacon Vodka 436 2044 3577 779786
Dolce Touch Vodka 407 1512 1655 336793
Don Q Rum 353 1617 1322 233333
Absolut Vodka 288 327 1531 220464
TOTAL 12545 44179 48483 29879715
Based on linear follower growth
Source Twitter February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 79
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Hour
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 80
Smirnoff Photo Albums on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81
42888 Image Results for ldquoBud Lightrdquo on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
With the Help of the Most Interesting Man in the World Dos Equis Becomes the First Beer Brand Globally to Reach 1 Million lsquoLikesrsquo on Facebook
The brand has experienced incredible growth in the social media space over the past 16 months particularly on Facebook where Dos Equis added over 800000 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
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
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
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 lsquoLikesrsquo on Facebook [Press release] Retrieved from httpwwwbusinesswirecomnewshome20110131006996enInteresting-Man-World-Dos-Equis-Beer-Brand
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 4
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
TV (2009)
Maxim (2008)
In 2008 Soco spent $6 million on cable TV and another $15 million on magazine ads
This year both those numbers will drop to zero in favor of online properties such as Facebook Spin Fader Pitchfork Thrillist and Hulu
According to AdAge this strategy allows Soco to advertise on network programs that the brand wouldrsquove been forbidden from touching on TV
Lena DerOhannessian the brandrsquos US marketing director said SoCorsquos tight focus on the youngest legal-drinking-age consumers drove the shift
ldquoAs wersquove 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 wasterdquo
Mullman J (2009 July 29) Southern Comfort Pours Entire Media Budget Into Digital Advertising Age Retrieved from adagecomarticlearticle_id=138202
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 5
Alcohol Brands Are Increasing Their Digital Spends
Southern Comfort Pours Entire Media Budget Into Digital
ldquoAs 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 TVldquo
Photo Credit - Brand Photo on Southern Comfort Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 6
Emerging Trend Alcohol Brands Shifting to Social Media
Photo Credit ndash Brand Photo on Bacardi Facebook Page
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)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 7
Teens and Young Adults Are the Heaviest Internet Users
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 8
Promotion of More Social Media Content on BACARDIcom
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 9
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 10
Facebook Integration on Other Brand Sites
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 11
Social Media is Growing in Popularity
Globally 313 million unique visitors spent an average of 6 hours on social networking sites in March 2010 (Nielsen)
127 million people spent an average of 6 hours 2 minutes on Facebook in June 2010 (Nielsen)
98 million people spent an average of 1 hour 12 minutes on YouTube in June 2010 (Nielsen)
8 million people spent an average of 2 hours 12 minutes on Twitter in November 2010 (Experian)
In the US
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 12
Teens and Young Adults Most Likely To Be on a Social Network
Teens 12-17 Young adults 18-29 Adults 30 and older
73 72
40
Source Pew Research Center 2009
RESULTS
Lifetime drinking had a significant difference on social network F(1 196) = 525 plt05 (average of 387 for ever users [n = 99] versus 346 for never users [n = 96]) Finally lifetime drinking had a significant difference on listen todownload music F(1 196) = 466 plt05 (average of 412 for ever users [n = 99] versus 384 for never users [n = 97]) and drinking in the past month also had a significant difference on this variable F(1 191) = 598 plt05 (average of 423 for past month drinkers [n = 64] versus 386 for those who did not drink in the past month [n = 133])
DISCUSSION
Lifetime drinkers social networked more frequently than never drinkers
Lifetime drinking and past month drinking was related to greater frequency of listening todownloading music
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 doi101016jaddbeh201101001
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 13
Adolescent Computer Use Linked to Drinking
MAIN ELEMENTSNewsfeed Profile
ADDITIONAL FEATURESAds Pages Groups Applications Events
ldquohellipads may only be targeted tohellip[individuals] 21 years or older in the USrdquo
ldquoYou must ensure that your adshellipcomply with all applicable local laws and required or recommended industry codeshelliprdquo
ldquoYou must ensure that your alcohol ads neverhellipinclude content that is intended to appeal to anyone younger than the permissible targeted age grouphelliprdquo
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 14
Facebook Features and Advertising Guidelines
DISCUS InternetDigital Buying Guideline
ldquohellipapplies 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)rdquo
Beer Institute Internet Buying Guidelines
ldquoThe demographic standard in Guidelines 3c of the Code applies to all paid and bonus placements by brewers on internet Web sites operated by othersrdquo
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 15
Industry Codes Dictate 70 of Audience Must Be Above LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 16
Facebook Demographics
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 17
Changing Your Age on Facebook (Video)
>
ldquoOf the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the siterdquo
ldquoAmong young users more than 5 million were 10 and under and their accounts were largely unsupervised by their parentsrdquo
That Facebook friend might be 10 years old and other troubling news (2011 June) Consumer Reports Retrieved from httpwwwconsumerreportsorgcromagazine-archive2011juneelectronics-computersstate-of-the-netfacebook-concernsindexhtm
ldquoComScore a firm that measures Internet traffic estimates that 36 million of Facebookrsquos 153 million monthly visitors in this country are under 12rdquo
ldquoParents 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 worldrdquo
Richtel M and Helft M (2011 March 11) Facebook Users Who Are Under Age Raise Concerns The New York Times Retrieved from httpwwwnytimescom
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 18
Facebook Youth Concerns
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 19
Youth on Smirnoff US Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 20
Youth on Smirnoff US Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 21
Youth on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 22
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 23
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 24
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 25
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 26
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 27
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 28
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 29
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 30
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 31
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 32
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 33
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 34
Youth on Captain Morgan USA Facebook Page
ldquoThe Facebook ad targeted Lawrence area youths who might be looking for a fake ID A total of 5246 people between the ages of 16 and 20 clicked on the adhelliprdquo
ldquoCoalition 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 studentsrdquo
Blakesley D (2011 February 26) No Faking Lawrence police cracking down on bogus IDs Lawrence Journal-World Retrieved from httpwww2ljworldcomnews2011feb26no-faking-lawrence-police-cracking-down-bogus-ids
ldquoAll the 225 profiles that were examined belonged to male undergraduate studentshellipMore than 68 of the profiles belonged to students who were under the legal US drinking agehelliprdquo
ldquoReferences to alcohol were present on 8533 of the profileshellipThe average number of alcohol references per profile was 85helliprdquo
Egan KG amp Moreno MA (2011 March 15) Alcohol References on Undergraduate Malesrsquo Facebook Profiles American Journal of Menrsquos Health 5(2) doi1011771557988310394341
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 35
Facebook Alcohol Concerns
ldquoFacebook claims the information they surrender to these companies is anonymous but itrsquos not Companies can combine the lsquoanonymizedrsquo 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 envyrdquo
Krishnamurthy B amp Wills CE (2010 January) On the leakage of personally identifiable information via online social networks ACM SIGCOMM Computer Communication Review 40(1) Retrieved from httpwebcswpiedu~cewpaperswosn09pdf
ldquoInformation about an individualrsquos 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 individualsrsquo SSNs and their birth data and found that for younger cohorts the correlation allows statistical inference of private SSNsrdquo
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 httpwwwpnasorgcontentearly200907020904891106fullpdf+html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 36
Facebook Privacy Concerns
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 37
Captain Morgan USA Brand Page on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 38
Fan Recruitment and Permission Marketing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 39
Number of Fans for Top Alcohol Brands on Facebook
Fans Growth (Last Month)
Heineken 1308995 +1148
Jack Danielrsquos Tennessee Whiskey 1126286 +735
Bud Light 1068945 +418
Dos Equis 1051066 +063
Budweiser 735073 +627
Jim Beam 707338 +1490
Smirnoff Ice 619736 +064
Captain Morgan USA 602668 +394
Absolut 595534 +212
Corona 484356 +279
TOTAL 8299997 +572
Source Facebook April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 40
Captain Morgan USA Brand Wall
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 41
Conversations With Joose
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 42
Conversations With Joose (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 43
Conversations With Joose (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 44
Interactions on Alcohol Brand Walls in January 2011
Brand Posts User ldquoLikesrdquo User Comments
Jack Danielrsquos Tennessee Whiskey 9 9211 1544
Bud Light 16 12611 2405
Heineken 13 21070 6400
Absolut 8 1845 248
Captain Morgan USA 51 23677 9010
Jim Beam 16 8076 1465
Corona 3 2191 438
Miller Lite 4 1329 334
Hennessy 11 6812 1431
Smirnoff US 27 11483 2677
TOTAL 158 98305 25952
Source Facebook February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 45
Annual Value of Facebook Fans for Top Alcohol Brands
Fans Annual Value
Heineken 1308995 $4712382
Jack Danielrsquos Tennessee Whiskey 1126286 $4054629
Bud Light 1068945 $3848202
Dos Equis 1051066 $3783837
Budweiser 735073 $2646262
Jim Beam 707338 $2546416
Smirnoff Ice 619736 $2231049
Captain Morgan USA 602668 $2169604
Absolut 595534 $2143922
Corona 484356 $1743681
TOTAL 8299997 $29879989
Based on $360 annual value of Facebook fan (Source Virtrue)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 46
Brand-Uploaded Photo Albums on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 47
User-Uploaded Photos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 48
Brand-Uploaded Videos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 49
User-Uploaded Videos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 50
Photos and Videos on Alcohol Brand Pages
Brand Photos Fan Photos Brand Videos Fan Videos
Jack Danielrsquos Tennessee Whiskey 784 2142 40 8
Bud Light 656 1116 24 25
Heineken 7400 625 65 0
Absolut 427 101 25 3
Captain Morgan USA 2108 1743 44 4
Jim Beam 121 534 33 0
Corona 20 1204 20 8
Miller Lite 605 412 6 0
Hennessy 1063 516 56 7
Smirnoff US 1576 121 50 0
TOTAL 14760 8514 363 55
Source Facebook February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 51
Fan Photo on Bud Light Lime Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 52
Fan Photo on Bud Light Lime Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 53
Brand-Uploaded Photo on Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 54
Brand-Uploaded Photo on Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 55
Fan Photo on Jack Danielrsquos Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 56
Brand Evangelism
Photo Credit ndash Fan Photo on Coors Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 57
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 58
Peer Advertising = Social Proof
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 59
Thousands of User-Generated Alcohol Brand-Oriented Pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 60
Team Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 61
Team Bud Light Facebook Page (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 62
Thousands of User-Generated Alcohol Brand-Oriented Groups
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 63
Thousands of User-Generated Alcohol Brand-Oriented Events
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 64
YouTube Demographics
Heineken Aims Its Ads at Young Digital Devotees
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 ldquoOpen your worldrdquo made its way onto TV in about 30 countries three months later but not before being viewed frequently online
ldquoThe Daterdquo has a different cast from ldquoThe Entrancerdquo and the plots diverge The new spot is about a young man on a wild date and the previous one is about a young manrsquos show-stopping arrival at a wild party
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 ndash or in place of ndash traditional means
This is particularly true for a beer brand like Heineken Its intended target audience is men ages 18 or 21 (depending on a countryrsquos legal minimum drinking age) to 34hellipMaking that even more appropriate for Heineken is a goal to reach a subset of younger men who are ldquoworldly cosmopolitanrdquo Mr Nasard said who ldquoover-index in Internet usagerdquo
Elliott S (2011 May 25) Heineken Aims Its Ads at Young Digital Devotees The New York Times Retrieved from httpwwwnytimescom20110526businessmedia26adcohtml
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 65
Heineken Targets Youth Viewers on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 66
Alcohol Brand Channels on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 67
How Many People Are Visiting Alcohol Brand Channels
of Videos Channel Views Upload Views
Malibu Rum 43 13962 153114
Absolut Vodka 39 1299817 3757718
Grey Goose Vodka 33 44118 383600
Heineken USA 21 119931 381953
Bacardi Superior 14 250493 206017
Captain Morgan 13 575040 603057
Smirnoff 12 279708 456692
Bud Light 5 26665 2679065
TOTAL 180 2609734 8621216
Source YouTube February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 68
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaign
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 69
Absolut Vodka ndash Advertising as Content
This Pornrsquos for You Budweiserrsquos Racy Web Ad
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 theyre being lauded for it
Last year Budweisers 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
Luscombe B (2009 June 4) This Pornrsquos for You Budweiserrsquos Racy Web Ad Time Retrieved from httpwwwtimecomtimeartsarticle08599190242000html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 70
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Swear Jar
Best Budlight Commercial Ever ndash Beer amp Porn
>
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 71
Bud Light Videos Shared on Blogs
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 72
Bud Light Videos Shared on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 73
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Title Username Views
Bud Light Super Bowl Commercial Too Racy for TV 1togrowon 3276358
Bud Light Super Bowl Commercial Too Controversial for TV 1togrowon 3108084
Best Budlight Commercial Ever ndash Beer amp Porn perrycomo92882 1133713
Bud Light ldquoCut The Cheeserdquo secret TV spot not on Super Bowl razzledog 737928
TOTAL 15654689
Source YouTube April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 74
Alcohol Brands on Twitter
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 75
Tweets Driving Purchase Intent
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 76
Tweets Driving Traffic to Other Social Media Content
Last month Tennessee-based distillery Jack Danielrsquos 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
Marjorie Dufek interactive marketing director at Brown Forman said Twitter reported ldquosignificantly higher than averagerdquo engagement rates for the campaign as well as greater use of the brand name within tweets than its advertisers usually experience
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
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
Marshall J (2011 May 3) Jack Danielrsquos Is First Spirits Brand to Buy Twitter Ads ClickZ Retrieved from httpwwwclickzcomclickznews2046786jack-daniels-spirits-brand-twitter-ads
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 77
ldquoThe advantage for us is that people see Jack Danielrsquos as a friend itrsquos a very social brand by nature We have an unprecedented opportunity to have real conversations with our consumers via social mediardquo
Marjorie Dufek Brown Forman
Jack Daniels Is First Spirits Brand to Buy
Twitter Ads
Paid Advertising on Twitter
Photo Credit ndash Fan Photo on Jack Daniels Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 78
Direct Impressions Generated by Alcohol Brands on Twitter
of Tweets Following Followers Estimated Impressions
Pabst Blue Ribbon 4543 349 1754 3984211
Smirnoff 2048 16631 15140 15503360
Stolichnaya 1590 1642 1857 1476315
HPNOTIQ 1460 1775 893 651890
Skyy Vodka 851 387 2057 875254
Bacardi 569 17985 20451 5818310
Bacon Vodka 436 2044 3577 779786
Dolce Touch Vodka 407 1512 1655 336793
Don Q Rum 353 1617 1322 233333
Absolut Vodka 288 327 1531 220464
TOTAL 12545 44179 48483 29879715
Based on linear follower growth
Source Twitter February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 79
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Hour
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 80
Smirnoff Photo Albums on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81
42888 Image Results for ldquoBud Lightrdquo on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
In 2008 Soco spent $6 million on cable TV and another $15 million on magazine ads
This year both those numbers will drop to zero in favor of online properties such as Facebook Spin Fader Pitchfork Thrillist and Hulu
According to AdAge this strategy allows Soco to advertise on network programs that the brand wouldrsquove been forbidden from touching on TV
Lena DerOhannessian the brandrsquos US marketing director said SoCorsquos tight focus on the youngest legal-drinking-age consumers drove the shift
ldquoAs wersquove 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 wasterdquo
Mullman J (2009 July 29) Southern Comfort Pours Entire Media Budget Into Digital Advertising Age Retrieved from adagecomarticlearticle_id=138202
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 5
Alcohol Brands Are Increasing Their Digital Spends
Southern Comfort Pours Entire Media Budget Into Digital
ldquoAs 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 TVldquo
Photo Credit - Brand Photo on Southern Comfort Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 6
Emerging Trend Alcohol Brands Shifting to Social Media
Photo Credit ndash Brand Photo on Bacardi Facebook Page
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)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 7
Teens and Young Adults Are the Heaviest Internet Users
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 8
Promotion of More Social Media Content on BACARDIcom
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 9
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 10
Facebook Integration on Other Brand Sites
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 11
Social Media is Growing in Popularity
Globally 313 million unique visitors spent an average of 6 hours on social networking sites in March 2010 (Nielsen)
127 million people spent an average of 6 hours 2 minutes on Facebook in June 2010 (Nielsen)
98 million people spent an average of 1 hour 12 minutes on YouTube in June 2010 (Nielsen)
8 million people spent an average of 2 hours 12 minutes on Twitter in November 2010 (Experian)
In the US
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 12
Teens and Young Adults Most Likely To Be on a Social Network
Teens 12-17 Young adults 18-29 Adults 30 and older
73 72
40
Source Pew Research Center 2009
RESULTS
Lifetime drinking had a significant difference on social network F(1 196) = 525 plt05 (average of 387 for ever users [n = 99] versus 346 for never users [n = 96]) Finally lifetime drinking had a significant difference on listen todownload music F(1 196) = 466 plt05 (average of 412 for ever users [n = 99] versus 384 for never users [n = 97]) and drinking in the past month also had a significant difference on this variable F(1 191) = 598 plt05 (average of 423 for past month drinkers [n = 64] versus 386 for those who did not drink in the past month [n = 133])
DISCUSSION
Lifetime drinkers social networked more frequently than never drinkers
Lifetime drinking and past month drinking was related to greater frequency of listening todownloading music
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 doi101016jaddbeh201101001
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 13
Adolescent Computer Use Linked to Drinking
MAIN ELEMENTSNewsfeed Profile
ADDITIONAL FEATURESAds Pages Groups Applications Events
ldquohellipads may only be targeted tohellip[individuals] 21 years or older in the USrdquo
ldquoYou must ensure that your adshellipcomply with all applicable local laws and required or recommended industry codeshelliprdquo
ldquoYou must ensure that your alcohol ads neverhellipinclude content that is intended to appeal to anyone younger than the permissible targeted age grouphelliprdquo
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 14
Facebook Features and Advertising Guidelines
DISCUS InternetDigital Buying Guideline
ldquohellipapplies 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)rdquo
Beer Institute Internet Buying Guidelines
ldquoThe demographic standard in Guidelines 3c of the Code applies to all paid and bonus placements by brewers on internet Web sites operated by othersrdquo
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 15
Industry Codes Dictate 70 of Audience Must Be Above LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 16
Facebook Demographics
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 17
Changing Your Age on Facebook (Video)
>
ldquoOf the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the siterdquo
ldquoAmong young users more than 5 million were 10 and under and their accounts were largely unsupervised by their parentsrdquo
That Facebook friend might be 10 years old and other troubling news (2011 June) Consumer Reports Retrieved from httpwwwconsumerreportsorgcromagazine-archive2011juneelectronics-computersstate-of-the-netfacebook-concernsindexhtm
ldquoComScore a firm that measures Internet traffic estimates that 36 million of Facebookrsquos 153 million monthly visitors in this country are under 12rdquo
ldquoParents 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 worldrdquo
Richtel M and Helft M (2011 March 11) Facebook Users Who Are Under Age Raise Concerns The New York Times Retrieved from httpwwwnytimescom
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 18
Facebook Youth Concerns
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 19
Youth on Smirnoff US Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 20
Youth on Smirnoff US Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 21
Youth on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 22
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 23
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 24
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 25
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 26
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 27
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 28
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 29
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 30
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 31
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 32
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 33
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 34
Youth on Captain Morgan USA Facebook Page
ldquoThe Facebook ad targeted Lawrence area youths who might be looking for a fake ID A total of 5246 people between the ages of 16 and 20 clicked on the adhelliprdquo
ldquoCoalition 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 studentsrdquo
Blakesley D (2011 February 26) No Faking Lawrence police cracking down on bogus IDs Lawrence Journal-World Retrieved from httpwww2ljworldcomnews2011feb26no-faking-lawrence-police-cracking-down-bogus-ids
ldquoAll the 225 profiles that were examined belonged to male undergraduate studentshellipMore than 68 of the profiles belonged to students who were under the legal US drinking agehelliprdquo
ldquoReferences to alcohol were present on 8533 of the profileshellipThe average number of alcohol references per profile was 85helliprdquo
Egan KG amp Moreno MA (2011 March 15) Alcohol References on Undergraduate Malesrsquo Facebook Profiles American Journal of Menrsquos Health 5(2) doi1011771557988310394341
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 35
Facebook Alcohol Concerns
ldquoFacebook claims the information they surrender to these companies is anonymous but itrsquos not Companies can combine the lsquoanonymizedrsquo 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 envyrdquo
Krishnamurthy B amp Wills CE (2010 January) On the leakage of personally identifiable information via online social networks ACM SIGCOMM Computer Communication Review 40(1) Retrieved from httpwebcswpiedu~cewpaperswosn09pdf
ldquoInformation about an individualrsquos 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 individualsrsquo SSNs and their birth data and found that for younger cohorts the correlation allows statistical inference of private SSNsrdquo
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 httpwwwpnasorgcontentearly200907020904891106fullpdf+html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 36
Facebook Privacy Concerns
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 37
Captain Morgan USA Brand Page on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 38
Fan Recruitment and Permission Marketing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 39
Number of Fans for Top Alcohol Brands on Facebook
Fans Growth (Last Month)
Heineken 1308995 +1148
Jack Danielrsquos Tennessee Whiskey 1126286 +735
Bud Light 1068945 +418
Dos Equis 1051066 +063
Budweiser 735073 +627
Jim Beam 707338 +1490
Smirnoff Ice 619736 +064
Captain Morgan USA 602668 +394
Absolut 595534 +212
Corona 484356 +279
TOTAL 8299997 +572
Source Facebook April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 40
Captain Morgan USA Brand Wall
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 41
Conversations With Joose
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 42
Conversations With Joose (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 43
Conversations With Joose (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 44
Interactions on Alcohol Brand Walls in January 2011
Brand Posts User ldquoLikesrdquo User Comments
Jack Danielrsquos Tennessee Whiskey 9 9211 1544
Bud Light 16 12611 2405
Heineken 13 21070 6400
Absolut 8 1845 248
Captain Morgan USA 51 23677 9010
Jim Beam 16 8076 1465
Corona 3 2191 438
Miller Lite 4 1329 334
Hennessy 11 6812 1431
Smirnoff US 27 11483 2677
TOTAL 158 98305 25952
Source Facebook February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 45
Annual Value of Facebook Fans for Top Alcohol Brands
Fans Annual Value
Heineken 1308995 $4712382
Jack Danielrsquos Tennessee Whiskey 1126286 $4054629
Bud Light 1068945 $3848202
Dos Equis 1051066 $3783837
Budweiser 735073 $2646262
Jim Beam 707338 $2546416
Smirnoff Ice 619736 $2231049
Captain Morgan USA 602668 $2169604
Absolut 595534 $2143922
Corona 484356 $1743681
TOTAL 8299997 $29879989
Based on $360 annual value of Facebook fan (Source Virtrue)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 46
Brand-Uploaded Photo Albums on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 47
User-Uploaded Photos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 48
Brand-Uploaded Videos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 49
User-Uploaded Videos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 50
Photos and Videos on Alcohol Brand Pages
Brand Photos Fan Photos Brand Videos Fan Videos
Jack Danielrsquos Tennessee Whiskey 784 2142 40 8
Bud Light 656 1116 24 25
Heineken 7400 625 65 0
Absolut 427 101 25 3
Captain Morgan USA 2108 1743 44 4
Jim Beam 121 534 33 0
Corona 20 1204 20 8
Miller Lite 605 412 6 0
Hennessy 1063 516 56 7
Smirnoff US 1576 121 50 0
TOTAL 14760 8514 363 55
Source Facebook February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 51
Fan Photo on Bud Light Lime Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 52
Fan Photo on Bud Light Lime Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 53
Brand-Uploaded Photo on Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 54
Brand-Uploaded Photo on Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 55
Fan Photo on Jack Danielrsquos Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 56
Brand Evangelism
Photo Credit ndash Fan Photo on Coors Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 57
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 58
Peer Advertising = Social Proof
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 59
Thousands of User-Generated Alcohol Brand-Oriented Pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 60
Team Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 61
Team Bud Light Facebook Page (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 62
Thousands of User-Generated Alcohol Brand-Oriented Groups
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 63
Thousands of User-Generated Alcohol Brand-Oriented Events
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 64
YouTube Demographics
Heineken Aims Its Ads at Young Digital Devotees
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 ldquoOpen your worldrdquo made its way onto TV in about 30 countries three months later but not before being viewed frequently online
ldquoThe Daterdquo has a different cast from ldquoThe Entrancerdquo and the plots diverge The new spot is about a young man on a wild date and the previous one is about a young manrsquos show-stopping arrival at a wild party
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 ndash or in place of ndash traditional means
This is particularly true for a beer brand like Heineken Its intended target audience is men ages 18 or 21 (depending on a countryrsquos legal minimum drinking age) to 34hellipMaking that even more appropriate for Heineken is a goal to reach a subset of younger men who are ldquoworldly cosmopolitanrdquo Mr Nasard said who ldquoover-index in Internet usagerdquo
Elliott S (2011 May 25) Heineken Aims Its Ads at Young Digital Devotees The New York Times Retrieved from httpwwwnytimescom20110526businessmedia26adcohtml
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 65
Heineken Targets Youth Viewers on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 66
Alcohol Brand Channels on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 67
How Many People Are Visiting Alcohol Brand Channels
of Videos Channel Views Upload Views
Malibu Rum 43 13962 153114
Absolut Vodka 39 1299817 3757718
Grey Goose Vodka 33 44118 383600
Heineken USA 21 119931 381953
Bacardi Superior 14 250493 206017
Captain Morgan 13 575040 603057
Smirnoff 12 279708 456692
Bud Light 5 26665 2679065
TOTAL 180 2609734 8621216
Source YouTube February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 68
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaign
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 69
Absolut Vodka ndash Advertising as Content
This Pornrsquos for You Budweiserrsquos Racy Web Ad
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 theyre being lauded for it
Last year Budweisers 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
Luscombe B (2009 June 4) This Pornrsquos for You Budweiserrsquos Racy Web Ad Time Retrieved from httpwwwtimecomtimeartsarticle08599190242000html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 70
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Swear Jar
Best Budlight Commercial Ever ndash Beer amp Porn
>
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 71
Bud Light Videos Shared on Blogs
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 72
Bud Light Videos Shared on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 73
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Title Username Views
Bud Light Super Bowl Commercial Too Racy for TV 1togrowon 3276358
Bud Light Super Bowl Commercial Too Controversial for TV 1togrowon 3108084
Best Budlight Commercial Ever ndash Beer amp Porn perrycomo92882 1133713
Bud Light ldquoCut The Cheeserdquo secret TV spot not on Super Bowl razzledog 737928
TOTAL 15654689
Source YouTube April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 74
Alcohol Brands on Twitter
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 75
Tweets Driving Purchase Intent
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 76
Tweets Driving Traffic to Other Social Media Content
Last month Tennessee-based distillery Jack Danielrsquos 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
Marjorie Dufek interactive marketing director at Brown Forman said Twitter reported ldquosignificantly higher than averagerdquo engagement rates for the campaign as well as greater use of the brand name within tweets than its advertisers usually experience
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
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
Marshall J (2011 May 3) Jack Danielrsquos Is First Spirits Brand to Buy Twitter Ads ClickZ Retrieved from httpwwwclickzcomclickznews2046786jack-daniels-spirits-brand-twitter-ads
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 77
ldquoThe advantage for us is that people see Jack Danielrsquos as a friend itrsquos a very social brand by nature We have an unprecedented opportunity to have real conversations with our consumers via social mediardquo
Marjorie Dufek Brown Forman
Jack Daniels Is First Spirits Brand to Buy
Twitter Ads
Paid Advertising on Twitter
Photo Credit ndash Fan Photo on Jack Daniels Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 78
Direct Impressions Generated by Alcohol Brands on Twitter
of Tweets Following Followers Estimated Impressions
Pabst Blue Ribbon 4543 349 1754 3984211
Smirnoff 2048 16631 15140 15503360
Stolichnaya 1590 1642 1857 1476315
HPNOTIQ 1460 1775 893 651890
Skyy Vodka 851 387 2057 875254
Bacardi 569 17985 20451 5818310
Bacon Vodka 436 2044 3577 779786
Dolce Touch Vodka 407 1512 1655 336793
Don Q Rum 353 1617 1322 233333
Absolut Vodka 288 327 1531 220464
TOTAL 12545 44179 48483 29879715
Based on linear follower growth
Source Twitter February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 79
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Hour
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 80
Smirnoff Photo Albums on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81
42888 Image Results for ldquoBud Lightrdquo on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 6
Emerging Trend Alcohol Brands Shifting to Social Media
Photo Credit ndash Brand Photo on Bacardi Facebook Page
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)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 7
Teens and Young Adults Are the Heaviest Internet Users
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 8
Promotion of More Social Media Content on BACARDIcom
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 9
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 10
Facebook Integration on Other Brand Sites
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 11
Social Media is Growing in Popularity
Globally 313 million unique visitors spent an average of 6 hours on social networking sites in March 2010 (Nielsen)
127 million people spent an average of 6 hours 2 minutes on Facebook in June 2010 (Nielsen)
98 million people spent an average of 1 hour 12 minutes on YouTube in June 2010 (Nielsen)
8 million people spent an average of 2 hours 12 minutes on Twitter in November 2010 (Experian)
In the US
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 12
Teens and Young Adults Most Likely To Be on a Social Network
Teens 12-17 Young adults 18-29 Adults 30 and older
73 72
40
Source Pew Research Center 2009
RESULTS
Lifetime drinking had a significant difference on social network F(1 196) = 525 plt05 (average of 387 for ever users [n = 99] versus 346 for never users [n = 96]) Finally lifetime drinking had a significant difference on listen todownload music F(1 196) = 466 plt05 (average of 412 for ever users [n = 99] versus 384 for never users [n = 97]) and drinking in the past month also had a significant difference on this variable F(1 191) = 598 plt05 (average of 423 for past month drinkers [n = 64] versus 386 for those who did not drink in the past month [n = 133])
DISCUSSION
Lifetime drinkers social networked more frequently than never drinkers
Lifetime drinking and past month drinking was related to greater frequency of listening todownloading music
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 doi101016jaddbeh201101001
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 13
Adolescent Computer Use Linked to Drinking
MAIN ELEMENTSNewsfeed Profile
ADDITIONAL FEATURESAds Pages Groups Applications Events
ldquohellipads may only be targeted tohellip[individuals] 21 years or older in the USrdquo
ldquoYou must ensure that your adshellipcomply with all applicable local laws and required or recommended industry codeshelliprdquo
ldquoYou must ensure that your alcohol ads neverhellipinclude content that is intended to appeal to anyone younger than the permissible targeted age grouphelliprdquo
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 14
Facebook Features and Advertising Guidelines
DISCUS InternetDigital Buying Guideline
ldquohellipapplies 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)rdquo
Beer Institute Internet Buying Guidelines
ldquoThe demographic standard in Guidelines 3c of the Code applies to all paid and bonus placements by brewers on internet Web sites operated by othersrdquo
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 15
Industry Codes Dictate 70 of Audience Must Be Above LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 16
Facebook Demographics
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 17
Changing Your Age on Facebook (Video)
>
ldquoOf the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the siterdquo
ldquoAmong young users more than 5 million were 10 and under and their accounts were largely unsupervised by their parentsrdquo
That Facebook friend might be 10 years old and other troubling news (2011 June) Consumer Reports Retrieved from httpwwwconsumerreportsorgcromagazine-archive2011juneelectronics-computersstate-of-the-netfacebook-concernsindexhtm
ldquoComScore a firm that measures Internet traffic estimates that 36 million of Facebookrsquos 153 million monthly visitors in this country are under 12rdquo
ldquoParents 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 worldrdquo
Richtel M and Helft M (2011 March 11) Facebook Users Who Are Under Age Raise Concerns The New York Times Retrieved from httpwwwnytimescom
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 18
Facebook Youth Concerns
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 19
Youth on Smirnoff US Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 20
Youth on Smirnoff US Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 21
Youth on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 22
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 23
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 24
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 25
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 26
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 27
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 28
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 29
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 30
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 31
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 32
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 33
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 34
Youth on Captain Morgan USA Facebook Page
ldquoThe Facebook ad targeted Lawrence area youths who might be looking for a fake ID A total of 5246 people between the ages of 16 and 20 clicked on the adhelliprdquo
ldquoCoalition 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 studentsrdquo
Blakesley D (2011 February 26) No Faking Lawrence police cracking down on bogus IDs Lawrence Journal-World Retrieved from httpwww2ljworldcomnews2011feb26no-faking-lawrence-police-cracking-down-bogus-ids
ldquoAll the 225 profiles that were examined belonged to male undergraduate studentshellipMore than 68 of the profiles belonged to students who were under the legal US drinking agehelliprdquo
ldquoReferences to alcohol were present on 8533 of the profileshellipThe average number of alcohol references per profile was 85helliprdquo
Egan KG amp Moreno MA (2011 March 15) Alcohol References on Undergraduate Malesrsquo Facebook Profiles American Journal of Menrsquos Health 5(2) doi1011771557988310394341
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 35
Facebook Alcohol Concerns
ldquoFacebook claims the information they surrender to these companies is anonymous but itrsquos not Companies can combine the lsquoanonymizedrsquo 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 envyrdquo
Krishnamurthy B amp Wills CE (2010 January) On the leakage of personally identifiable information via online social networks ACM SIGCOMM Computer Communication Review 40(1) Retrieved from httpwebcswpiedu~cewpaperswosn09pdf
ldquoInformation about an individualrsquos 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 individualsrsquo SSNs and their birth data and found that for younger cohorts the correlation allows statistical inference of private SSNsrdquo
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 httpwwwpnasorgcontentearly200907020904891106fullpdf+html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 36
Facebook Privacy Concerns
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 37
Captain Morgan USA Brand Page on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 38
Fan Recruitment and Permission Marketing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 39
Number of Fans for Top Alcohol Brands on Facebook
Fans Growth (Last Month)
Heineken 1308995 +1148
Jack Danielrsquos Tennessee Whiskey 1126286 +735
Bud Light 1068945 +418
Dos Equis 1051066 +063
Budweiser 735073 +627
Jim Beam 707338 +1490
Smirnoff Ice 619736 +064
Captain Morgan USA 602668 +394
Absolut 595534 +212
Corona 484356 +279
TOTAL 8299997 +572
Source Facebook April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 40
Captain Morgan USA Brand Wall
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 41
Conversations With Joose
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 42
Conversations With Joose (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 43
Conversations With Joose (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 44
Interactions on Alcohol Brand Walls in January 2011
Brand Posts User ldquoLikesrdquo User Comments
Jack Danielrsquos Tennessee Whiskey 9 9211 1544
Bud Light 16 12611 2405
Heineken 13 21070 6400
Absolut 8 1845 248
Captain Morgan USA 51 23677 9010
Jim Beam 16 8076 1465
Corona 3 2191 438
Miller Lite 4 1329 334
Hennessy 11 6812 1431
Smirnoff US 27 11483 2677
TOTAL 158 98305 25952
Source Facebook February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 45
Annual Value of Facebook Fans for Top Alcohol Brands
Fans Annual Value
Heineken 1308995 $4712382
Jack Danielrsquos Tennessee Whiskey 1126286 $4054629
Bud Light 1068945 $3848202
Dos Equis 1051066 $3783837
Budweiser 735073 $2646262
Jim Beam 707338 $2546416
Smirnoff Ice 619736 $2231049
Captain Morgan USA 602668 $2169604
Absolut 595534 $2143922
Corona 484356 $1743681
TOTAL 8299997 $29879989
Based on $360 annual value of Facebook fan (Source Virtrue)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 46
Brand-Uploaded Photo Albums on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 47
User-Uploaded Photos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 48
Brand-Uploaded Videos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 49
User-Uploaded Videos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 50
Photos and Videos on Alcohol Brand Pages
Brand Photos Fan Photos Brand Videos Fan Videos
Jack Danielrsquos Tennessee Whiskey 784 2142 40 8
Bud Light 656 1116 24 25
Heineken 7400 625 65 0
Absolut 427 101 25 3
Captain Morgan USA 2108 1743 44 4
Jim Beam 121 534 33 0
Corona 20 1204 20 8
Miller Lite 605 412 6 0
Hennessy 1063 516 56 7
Smirnoff US 1576 121 50 0
TOTAL 14760 8514 363 55
Source Facebook February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 51
Fan Photo on Bud Light Lime Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 52
Fan Photo on Bud Light Lime Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 53
Brand-Uploaded Photo on Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 54
Brand-Uploaded Photo on Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 55
Fan Photo on Jack Danielrsquos Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 56
Brand Evangelism
Photo Credit ndash Fan Photo on Coors Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 57
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 58
Peer Advertising = Social Proof
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 59
Thousands of User-Generated Alcohol Brand-Oriented Pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 60
Team Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 61
Team Bud Light Facebook Page (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 62
Thousands of User-Generated Alcohol Brand-Oriented Groups
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 63
Thousands of User-Generated Alcohol Brand-Oriented Events
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 64
YouTube Demographics
Heineken Aims Its Ads at Young Digital Devotees
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 ldquoOpen your worldrdquo made its way onto TV in about 30 countries three months later but not before being viewed frequently online
ldquoThe Daterdquo has a different cast from ldquoThe Entrancerdquo and the plots diverge The new spot is about a young man on a wild date and the previous one is about a young manrsquos show-stopping arrival at a wild party
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 ndash or in place of ndash traditional means
This is particularly true for a beer brand like Heineken Its intended target audience is men ages 18 or 21 (depending on a countryrsquos legal minimum drinking age) to 34hellipMaking that even more appropriate for Heineken is a goal to reach a subset of younger men who are ldquoworldly cosmopolitanrdquo Mr Nasard said who ldquoover-index in Internet usagerdquo
Elliott S (2011 May 25) Heineken Aims Its Ads at Young Digital Devotees The New York Times Retrieved from httpwwwnytimescom20110526businessmedia26adcohtml
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 65
Heineken Targets Youth Viewers on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 66
Alcohol Brand Channels on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 67
How Many People Are Visiting Alcohol Brand Channels
of Videos Channel Views Upload Views
Malibu Rum 43 13962 153114
Absolut Vodka 39 1299817 3757718
Grey Goose Vodka 33 44118 383600
Heineken USA 21 119931 381953
Bacardi Superior 14 250493 206017
Captain Morgan 13 575040 603057
Smirnoff 12 279708 456692
Bud Light 5 26665 2679065
TOTAL 180 2609734 8621216
Source YouTube February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 68
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaign
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 69
Absolut Vodka ndash Advertising as Content
This Pornrsquos for You Budweiserrsquos Racy Web Ad
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 theyre being lauded for it
Last year Budweisers 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
Luscombe B (2009 June 4) This Pornrsquos for You Budweiserrsquos Racy Web Ad Time Retrieved from httpwwwtimecomtimeartsarticle08599190242000html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 70
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Swear Jar
Best Budlight Commercial Ever ndash Beer amp Porn
>
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 71
Bud Light Videos Shared on Blogs
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 72
Bud Light Videos Shared on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 73
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Title Username Views
Bud Light Super Bowl Commercial Too Racy for TV 1togrowon 3276358
Bud Light Super Bowl Commercial Too Controversial for TV 1togrowon 3108084
Best Budlight Commercial Ever ndash Beer amp Porn perrycomo92882 1133713
Bud Light ldquoCut The Cheeserdquo secret TV spot not on Super Bowl razzledog 737928
TOTAL 15654689
Source YouTube April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 74
Alcohol Brands on Twitter
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 75
Tweets Driving Purchase Intent
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 76
Tweets Driving Traffic to Other Social Media Content
Last month Tennessee-based distillery Jack Danielrsquos 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
Marjorie Dufek interactive marketing director at Brown Forman said Twitter reported ldquosignificantly higher than averagerdquo engagement rates for the campaign as well as greater use of the brand name within tweets than its advertisers usually experience
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
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
Marshall J (2011 May 3) Jack Danielrsquos Is First Spirits Brand to Buy Twitter Ads ClickZ Retrieved from httpwwwclickzcomclickznews2046786jack-daniels-spirits-brand-twitter-ads
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 77
ldquoThe advantage for us is that people see Jack Danielrsquos as a friend itrsquos a very social brand by nature We have an unprecedented opportunity to have real conversations with our consumers via social mediardquo
Marjorie Dufek Brown Forman
Jack Daniels Is First Spirits Brand to Buy
Twitter Ads
Paid Advertising on Twitter
Photo Credit ndash Fan Photo on Jack Daniels Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 78
Direct Impressions Generated by Alcohol Brands on Twitter
of Tweets Following Followers Estimated Impressions
Pabst Blue Ribbon 4543 349 1754 3984211
Smirnoff 2048 16631 15140 15503360
Stolichnaya 1590 1642 1857 1476315
HPNOTIQ 1460 1775 893 651890
Skyy Vodka 851 387 2057 875254
Bacardi 569 17985 20451 5818310
Bacon Vodka 436 2044 3577 779786
Dolce Touch Vodka 407 1512 1655 336793
Don Q Rum 353 1617 1322 233333
Absolut Vodka 288 327 1531 220464
TOTAL 12545 44179 48483 29879715
Based on linear follower growth
Source Twitter February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 79
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Hour
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 80
Smirnoff Photo Albums on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81
42888 Image Results for ldquoBud Lightrdquo on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 8
Promotion of More Social Media Content on BACARDIcom
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 9
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 10
Facebook Integration on Other Brand Sites
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 11
Social Media is Growing in Popularity
Globally 313 million unique visitors spent an average of 6 hours on social networking sites in March 2010 (Nielsen)
127 million people spent an average of 6 hours 2 minutes on Facebook in June 2010 (Nielsen)
98 million people spent an average of 1 hour 12 minutes on YouTube in June 2010 (Nielsen)
8 million people spent an average of 2 hours 12 minutes on Twitter in November 2010 (Experian)
In the US
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 12
Teens and Young Adults Most Likely To Be on a Social Network
Teens 12-17 Young adults 18-29 Adults 30 and older
73 72
40
Source Pew Research Center 2009
RESULTS
Lifetime drinking had a significant difference on social network F(1 196) = 525 plt05 (average of 387 for ever users [n = 99] versus 346 for never users [n = 96]) Finally lifetime drinking had a significant difference on listen todownload music F(1 196) = 466 plt05 (average of 412 for ever users [n = 99] versus 384 for never users [n = 97]) and drinking in the past month also had a significant difference on this variable F(1 191) = 598 plt05 (average of 423 for past month drinkers [n = 64] versus 386 for those who did not drink in the past month [n = 133])
DISCUSSION
Lifetime drinkers social networked more frequently than never drinkers
Lifetime drinking and past month drinking was related to greater frequency of listening todownloading music
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 doi101016jaddbeh201101001
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 13
Adolescent Computer Use Linked to Drinking
MAIN ELEMENTSNewsfeed Profile
ADDITIONAL FEATURESAds Pages Groups Applications Events
ldquohellipads may only be targeted tohellip[individuals] 21 years or older in the USrdquo
ldquoYou must ensure that your adshellipcomply with all applicable local laws and required or recommended industry codeshelliprdquo
ldquoYou must ensure that your alcohol ads neverhellipinclude content that is intended to appeal to anyone younger than the permissible targeted age grouphelliprdquo
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 14
Facebook Features and Advertising Guidelines
DISCUS InternetDigital Buying Guideline
ldquohellipapplies 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)rdquo
Beer Institute Internet Buying Guidelines
ldquoThe demographic standard in Guidelines 3c of the Code applies to all paid and bonus placements by brewers on internet Web sites operated by othersrdquo
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 15
Industry Codes Dictate 70 of Audience Must Be Above LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 16
Facebook Demographics
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 17
Changing Your Age on Facebook (Video)
>
ldquoOf the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the siterdquo
ldquoAmong young users more than 5 million were 10 and under and their accounts were largely unsupervised by their parentsrdquo
That Facebook friend might be 10 years old and other troubling news (2011 June) Consumer Reports Retrieved from httpwwwconsumerreportsorgcromagazine-archive2011juneelectronics-computersstate-of-the-netfacebook-concernsindexhtm
ldquoComScore a firm that measures Internet traffic estimates that 36 million of Facebookrsquos 153 million monthly visitors in this country are under 12rdquo
ldquoParents 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 worldrdquo
Richtel M and Helft M (2011 March 11) Facebook Users Who Are Under Age Raise Concerns The New York Times Retrieved from httpwwwnytimescom
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 18
Facebook Youth Concerns
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 19
Youth on Smirnoff US Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 20
Youth on Smirnoff US Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 21
Youth on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 22
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 23
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 24
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 25
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 26
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 27
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 28
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 29
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 30
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 31
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 32
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 33
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 34
Youth on Captain Morgan USA Facebook Page
ldquoThe Facebook ad targeted Lawrence area youths who might be looking for a fake ID A total of 5246 people between the ages of 16 and 20 clicked on the adhelliprdquo
ldquoCoalition 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 studentsrdquo
Blakesley D (2011 February 26) No Faking Lawrence police cracking down on bogus IDs Lawrence Journal-World Retrieved from httpwww2ljworldcomnews2011feb26no-faking-lawrence-police-cracking-down-bogus-ids
ldquoAll the 225 profiles that were examined belonged to male undergraduate studentshellipMore than 68 of the profiles belonged to students who were under the legal US drinking agehelliprdquo
ldquoReferences to alcohol were present on 8533 of the profileshellipThe average number of alcohol references per profile was 85helliprdquo
Egan KG amp Moreno MA (2011 March 15) Alcohol References on Undergraduate Malesrsquo Facebook Profiles American Journal of Menrsquos Health 5(2) doi1011771557988310394341
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 35
Facebook Alcohol Concerns
ldquoFacebook claims the information they surrender to these companies is anonymous but itrsquos not Companies can combine the lsquoanonymizedrsquo 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 envyrdquo
Krishnamurthy B amp Wills CE (2010 January) On the leakage of personally identifiable information via online social networks ACM SIGCOMM Computer Communication Review 40(1) Retrieved from httpwebcswpiedu~cewpaperswosn09pdf
ldquoInformation about an individualrsquos 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 individualsrsquo SSNs and their birth data and found that for younger cohorts the correlation allows statistical inference of private SSNsrdquo
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 httpwwwpnasorgcontentearly200907020904891106fullpdf+html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 36
Facebook Privacy Concerns
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 37
Captain Morgan USA Brand Page on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 38
Fan Recruitment and Permission Marketing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 39
Number of Fans for Top Alcohol Brands on Facebook
Fans Growth (Last Month)
Heineken 1308995 +1148
Jack Danielrsquos Tennessee Whiskey 1126286 +735
Bud Light 1068945 +418
Dos Equis 1051066 +063
Budweiser 735073 +627
Jim Beam 707338 +1490
Smirnoff Ice 619736 +064
Captain Morgan USA 602668 +394
Absolut 595534 +212
Corona 484356 +279
TOTAL 8299997 +572
Source Facebook April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 40
Captain Morgan USA Brand Wall
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 41
Conversations With Joose
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 42
Conversations With Joose (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 43
Conversations With Joose (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 44
Interactions on Alcohol Brand Walls in January 2011
Brand Posts User ldquoLikesrdquo User Comments
Jack Danielrsquos Tennessee Whiskey 9 9211 1544
Bud Light 16 12611 2405
Heineken 13 21070 6400
Absolut 8 1845 248
Captain Morgan USA 51 23677 9010
Jim Beam 16 8076 1465
Corona 3 2191 438
Miller Lite 4 1329 334
Hennessy 11 6812 1431
Smirnoff US 27 11483 2677
TOTAL 158 98305 25952
Source Facebook February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 45
Annual Value of Facebook Fans for Top Alcohol Brands
Fans Annual Value
Heineken 1308995 $4712382
Jack Danielrsquos Tennessee Whiskey 1126286 $4054629
Bud Light 1068945 $3848202
Dos Equis 1051066 $3783837
Budweiser 735073 $2646262
Jim Beam 707338 $2546416
Smirnoff Ice 619736 $2231049
Captain Morgan USA 602668 $2169604
Absolut 595534 $2143922
Corona 484356 $1743681
TOTAL 8299997 $29879989
Based on $360 annual value of Facebook fan (Source Virtrue)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 46
Brand-Uploaded Photo Albums on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 47
User-Uploaded Photos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 48
Brand-Uploaded Videos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 49
User-Uploaded Videos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 50
Photos and Videos on Alcohol Brand Pages
Brand Photos Fan Photos Brand Videos Fan Videos
Jack Danielrsquos Tennessee Whiskey 784 2142 40 8
Bud Light 656 1116 24 25
Heineken 7400 625 65 0
Absolut 427 101 25 3
Captain Morgan USA 2108 1743 44 4
Jim Beam 121 534 33 0
Corona 20 1204 20 8
Miller Lite 605 412 6 0
Hennessy 1063 516 56 7
Smirnoff US 1576 121 50 0
TOTAL 14760 8514 363 55
Source Facebook February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 51
Fan Photo on Bud Light Lime Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 52
Fan Photo on Bud Light Lime Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 53
Brand-Uploaded Photo on Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 54
Brand-Uploaded Photo on Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 55
Fan Photo on Jack Danielrsquos Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 56
Brand Evangelism
Photo Credit ndash Fan Photo on Coors Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 57
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 58
Peer Advertising = Social Proof
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 59
Thousands of User-Generated Alcohol Brand-Oriented Pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 60
Team Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 61
Team Bud Light Facebook Page (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 62
Thousands of User-Generated Alcohol Brand-Oriented Groups
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 63
Thousands of User-Generated Alcohol Brand-Oriented Events
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 64
YouTube Demographics
Heineken Aims Its Ads at Young Digital Devotees
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 ldquoOpen your worldrdquo made its way onto TV in about 30 countries three months later but not before being viewed frequently online
ldquoThe Daterdquo has a different cast from ldquoThe Entrancerdquo and the plots diverge The new spot is about a young man on a wild date and the previous one is about a young manrsquos show-stopping arrival at a wild party
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 ndash or in place of ndash traditional means
This is particularly true for a beer brand like Heineken Its intended target audience is men ages 18 or 21 (depending on a countryrsquos legal minimum drinking age) to 34hellipMaking that even more appropriate for Heineken is a goal to reach a subset of younger men who are ldquoworldly cosmopolitanrdquo Mr Nasard said who ldquoover-index in Internet usagerdquo
Elliott S (2011 May 25) Heineken Aims Its Ads at Young Digital Devotees The New York Times Retrieved from httpwwwnytimescom20110526businessmedia26adcohtml
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 65
Heineken Targets Youth Viewers on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 66
Alcohol Brand Channels on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 67
How Many People Are Visiting Alcohol Brand Channels
of Videos Channel Views Upload Views
Malibu Rum 43 13962 153114
Absolut Vodka 39 1299817 3757718
Grey Goose Vodka 33 44118 383600
Heineken USA 21 119931 381953
Bacardi Superior 14 250493 206017
Captain Morgan 13 575040 603057
Smirnoff 12 279708 456692
Bud Light 5 26665 2679065
TOTAL 180 2609734 8621216
Source YouTube February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 68
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaign
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 69
Absolut Vodka ndash Advertising as Content
This Pornrsquos for You Budweiserrsquos Racy Web Ad
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 theyre being lauded for it
Last year Budweisers 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
Luscombe B (2009 June 4) This Pornrsquos for You Budweiserrsquos Racy Web Ad Time Retrieved from httpwwwtimecomtimeartsarticle08599190242000html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 70
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Swear Jar
Best Budlight Commercial Ever ndash Beer amp Porn
>
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 71
Bud Light Videos Shared on Blogs
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 72
Bud Light Videos Shared on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 73
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Title Username Views
Bud Light Super Bowl Commercial Too Racy for TV 1togrowon 3276358
Bud Light Super Bowl Commercial Too Controversial for TV 1togrowon 3108084
Best Budlight Commercial Ever ndash Beer amp Porn perrycomo92882 1133713
Bud Light ldquoCut The Cheeserdquo secret TV spot not on Super Bowl razzledog 737928
TOTAL 15654689
Source YouTube April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 74
Alcohol Brands on Twitter
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 75
Tweets Driving Purchase Intent
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 76
Tweets Driving Traffic to Other Social Media Content
Last month Tennessee-based distillery Jack Danielrsquos 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
Marjorie Dufek interactive marketing director at Brown Forman said Twitter reported ldquosignificantly higher than averagerdquo engagement rates for the campaign as well as greater use of the brand name within tweets than its advertisers usually experience
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
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
Marshall J (2011 May 3) Jack Danielrsquos Is First Spirits Brand to Buy Twitter Ads ClickZ Retrieved from httpwwwclickzcomclickznews2046786jack-daniels-spirits-brand-twitter-ads
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 77
ldquoThe advantage for us is that people see Jack Danielrsquos as a friend itrsquos a very social brand by nature We have an unprecedented opportunity to have real conversations with our consumers via social mediardquo
Marjorie Dufek Brown Forman
Jack Daniels Is First Spirits Brand to Buy
Twitter Ads
Paid Advertising on Twitter
Photo Credit ndash Fan Photo on Jack Daniels Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 78
Direct Impressions Generated by Alcohol Brands on Twitter
of Tweets Following Followers Estimated Impressions
Pabst Blue Ribbon 4543 349 1754 3984211
Smirnoff 2048 16631 15140 15503360
Stolichnaya 1590 1642 1857 1476315
HPNOTIQ 1460 1775 893 651890
Skyy Vodka 851 387 2057 875254
Bacardi 569 17985 20451 5818310
Bacon Vodka 436 2044 3577 779786
Dolce Touch Vodka 407 1512 1655 336793
Don Q Rum 353 1617 1322 233333
Absolut Vodka 288 327 1531 220464
TOTAL 12545 44179 48483 29879715
Based on linear follower growth
Source Twitter February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 79
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Hour
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 80
Smirnoff Photo Albums on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81
42888 Image Results for ldquoBud Lightrdquo on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 8
Promotion of More Social Media Content on BACARDIcom
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 9
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 10
Facebook Integration on Other Brand Sites
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 11
Social Media is Growing in Popularity
Globally 313 million unique visitors spent an average of 6 hours on social networking sites in March 2010 (Nielsen)
127 million people spent an average of 6 hours 2 minutes on Facebook in June 2010 (Nielsen)
98 million people spent an average of 1 hour 12 minutes on YouTube in June 2010 (Nielsen)
8 million people spent an average of 2 hours 12 minutes on Twitter in November 2010 (Experian)
In the US
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 12
Teens and Young Adults Most Likely To Be on a Social Network
Teens 12-17 Young adults 18-29 Adults 30 and older
73 72
40
Source Pew Research Center 2009
RESULTS
Lifetime drinking had a significant difference on social network F(1 196) = 525 plt05 (average of 387 for ever users [n = 99] versus 346 for never users [n = 96]) Finally lifetime drinking had a significant difference on listen todownload music F(1 196) = 466 plt05 (average of 412 for ever users [n = 99] versus 384 for never users [n = 97]) and drinking in the past month also had a significant difference on this variable F(1 191) = 598 plt05 (average of 423 for past month drinkers [n = 64] versus 386 for those who did not drink in the past month [n = 133])
DISCUSSION
Lifetime drinkers social networked more frequently than never drinkers
Lifetime drinking and past month drinking was related to greater frequency of listening todownloading music
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 doi101016jaddbeh201101001
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 13
Adolescent Computer Use Linked to Drinking
MAIN ELEMENTSNewsfeed Profile
ADDITIONAL FEATURESAds Pages Groups Applications Events
ldquohellipads may only be targeted tohellip[individuals] 21 years or older in the USrdquo
ldquoYou must ensure that your adshellipcomply with all applicable local laws and required or recommended industry codeshelliprdquo
ldquoYou must ensure that your alcohol ads neverhellipinclude content that is intended to appeal to anyone younger than the permissible targeted age grouphelliprdquo
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 14
Facebook Features and Advertising Guidelines
DISCUS InternetDigital Buying Guideline
ldquohellipapplies 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)rdquo
Beer Institute Internet Buying Guidelines
ldquoThe demographic standard in Guidelines 3c of the Code applies to all paid and bonus placements by brewers on internet Web sites operated by othersrdquo
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 15
Industry Codes Dictate 70 of Audience Must Be Above LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 16
Facebook Demographics
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 17
Changing Your Age on Facebook (Video)
>
ldquoOf the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the siterdquo
ldquoAmong young users more than 5 million were 10 and under and their accounts were largely unsupervised by their parentsrdquo
That Facebook friend might be 10 years old and other troubling news (2011 June) Consumer Reports Retrieved from httpwwwconsumerreportsorgcromagazine-archive2011juneelectronics-computersstate-of-the-netfacebook-concernsindexhtm
ldquoComScore a firm that measures Internet traffic estimates that 36 million of Facebookrsquos 153 million monthly visitors in this country are under 12rdquo
ldquoParents 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 worldrdquo
Richtel M and Helft M (2011 March 11) Facebook Users Who Are Under Age Raise Concerns The New York Times Retrieved from httpwwwnytimescom
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 18
Facebook Youth Concerns
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 19
Youth on Smirnoff US Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 20
Youth on Smirnoff US Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 21
Youth on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 22
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 23
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 24
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 25
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 26
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 27
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 28
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 29
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 30
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 31
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 32
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 33
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 34
Youth on Captain Morgan USA Facebook Page
ldquoThe Facebook ad targeted Lawrence area youths who might be looking for a fake ID A total of 5246 people between the ages of 16 and 20 clicked on the adhelliprdquo
ldquoCoalition 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 studentsrdquo
Blakesley D (2011 February 26) No Faking Lawrence police cracking down on bogus IDs Lawrence Journal-World Retrieved from httpwww2ljworldcomnews2011feb26no-faking-lawrence-police-cracking-down-bogus-ids
ldquoAll the 225 profiles that were examined belonged to male undergraduate studentshellipMore than 68 of the profiles belonged to students who were under the legal US drinking agehelliprdquo
ldquoReferences to alcohol were present on 8533 of the profileshellipThe average number of alcohol references per profile was 85helliprdquo
Egan KG amp Moreno MA (2011 March 15) Alcohol References on Undergraduate Malesrsquo Facebook Profiles American Journal of Menrsquos Health 5(2) doi1011771557988310394341
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 35
Facebook Alcohol Concerns
ldquoFacebook claims the information they surrender to these companies is anonymous but itrsquos not Companies can combine the lsquoanonymizedrsquo 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 envyrdquo
Krishnamurthy B amp Wills CE (2010 January) On the leakage of personally identifiable information via online social networks ACM SIGCOMM Computer Communication Review 40(1) Retrieved from httpwebcswpiedu~cewpaperswosn09pdf
ldquoInformation about an individualrsquos 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 individualsrsquo SSNs and their birth data and found that for younger cohorts the correlation allows statistical inference of private SSNsrdquo
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 httpwwwpnasorgcontentearly200907020904891106fullpdf+html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 36
Facebook Privacy Concerns
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 37
Captain Morgan USA Brand Page on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 38
Fan Recruitment and Permission Marketing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 39
Number of Fans for Top Alcohol Brands on Facebook
Fans Growth (Last Month)
Heineken 1308995 +1148
Jack Danielrsquos Tennessee Whiskey 1126286 +735
Bud Light 1068945 +418
Dos Equis 1051066 +063
Budweiser 735073 +627
Jim Beam 707338 +1490
Smirnoff Ice 619736 +064
Captain Morgan USA 602668 +394
Absolut 595534 +212
Corona 484356 +279
TOTAL 8299997 +572
Source Facebook April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 40
Captain Morgan USA Brand Wall
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 41
Conversations With Joose
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 42
Conversations With Joose (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 43
Conversations With Joose (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 44
Interactions on Alcohol Brand Walls in January 2011
Brand Posts User ldquoLikesrdquo User Comments
Jack Danielrsquos Tennessee Whiskey 9 9211 1544
Bud Light 16 12611 2405
Heineken 13 21070 6400
Absolut 8 1845 248
Captain Morgan USA 51 23677 9010
Jim Beam 16 8076 1465
Corona 3 2191 438
Miller Lite 4 1329 334
Hennessy 11 6812 1431
Smirnoff US 27 11483 2677
TOTAL 158 98305 25952
Source Facebook February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 45
Annual Value of Facebook Fans for Top Alcohol Brands
Fans Annual Value
Heineken 1308995 $4712382
Jack Danielrsquos Tennessee Whiskey 1126286 $4054629
Bud Light 1068945 $3848202
Dos Equis 1051066 $3783837
Budweiser 735073 $2646262
Jim Beam 707338 $2546416
Smirnoff Ice 619736 $2231049
Captain Morgan USA 602668 $2169604
Absolut 595534 $2143922
Corona 484356 $1743681
TOTAL 8299997 $29879989
Based on $360 annual value of Facebook fan (Source Virtrue)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 46
Brand-Uploaded Photo Albums on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 47
User-Uploaded Photos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 48
Brand-Uploaded Videos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 49
User-Uploaded Videos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 50
Photos and Videos on Alcohol Brand Pages
Brand Photos Fan Photos Brand Videos Fan Videos
Jack Danielrsquos Tennessee Whiskey 784 2142 40 8
Bud Light 656 1116 24 25
Heineken 7400 625 65 0
Absolut 427 101 25 3
Captain Morgan USA 2108 1743 44 4
Jim Beam 121 534 33 0
Corona 20 1204 20 8
Miller Lite 605 412 6 0
Hennessy 1063 516 56 7
Smirnoff US 1576 121 50 0
TOTAL 14760 8514 363 55
Source Facebook February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 51
Fan Photo on Bud Light Lime Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 52
Fan Photo on Bud Light Lime Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 53
Brand-Uploaded Photo on Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 54
Brand-Uploaded Photo on Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 55
Fan Photo on Jack Danielrsquos Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 56
Brand Evangelism
Photo Credit ndash Fan Photo on Coors Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 57
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 58
Peer Advertising = Social Proof
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 59
Thousands of User-Generated Alcohol Brand-Oriented Pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 60
Team Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 61
Team Bud Light Facebook Page (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 62
Thousands of User-Generated Alcohol Brand-Oriented Groups
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 63
Thousands of User-Generated Alcohol Brand-Oriented Events
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 64
YouTube Demographics
Heineken Aims Its Ads at Young Digital Devotees
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 ldquoOpen your worldrdquo made its way onto TV in about 30 countries three months later but not before being viewed frequently online
ldquoThe Daterdquo has a different cast from ldquoThe Entrancerdquo and the plots diverge The new spot is about a young man on a wild date and the previous one is about a young manrsquos show-stopping arrival at a wild party
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 ndash or in place of ndash traditional means
This is particularly true for a beer brand like Heineken Its intended target audience is men ages 18 or 21 (depending on a countryrsquos legal minimum drinking age) to 34hellipMaking that even more appropriate for Heineken is a goal to reach a subset of younger men who are ldquoworldly cosmopolitanrdquo Mr Nasard said who ldquoover-index in Internet usagerdquo
Elliott S (2011 May 25) Heineken Aims Its Ads at Young Digital Devotees The New York Times Retrieved from httpwwwnytimescom20110526businessmedia26adcohtml
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 65
Heineken Targets Youth Viewers on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 66
Alcohol Brand Channels on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 67
How Many People Are Visiting Alcohol Brand Channels
of Videos Channel Views Upload Views
Malibu Rum 43 13962 153114
Absolut Vodka 39 1299817 3757718
Grey Goose Vodka 33 44118 383600
Heineken USA 21 119931 381953
Bacardi Superior 14 250493 206017
Captain Morgan 13 575040 603057
Smirnoff 12 279708 456692
Bud Light 5 26665 2679065
TOTAL 180 2609734 8621216
Source YouTube February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 68
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaign
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 69
Absolut Vodka ndash Advertising as Content
This Pornrsquos for You Budweiserrsquos Racy Web Ad
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 theyre being lauded for it
Last year Budweisers 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
Luscombe B (2009 June 4) This Pornrsquos for You Budweiserrsquos Racy Web Ad Time Retrieved from httpwwwtimecomtimeartsarticle08599190242000html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 70
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Swear Jar
Best Budlight Commercial Ever ndash Beer amp Porn
>
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 71
Bud Light Videos Shared on Blogs
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 72
Bud Light Videos Shared on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 73
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Title Username Views
Bud Light Super Bowl Commercial Too Racy for TV 1togrowon 3276358
Bud Light Super Bowl Commercial Too Controversial for TV 1togrowon 3108084
Best Budlight Commercial Ever ndash Beer amp Porn perrycomo92882 1133713
Bud Light ldquoCut The Cheeserdquo secret TV spot not on Super Bowl razzledog 737928
TOTAL 15654689
Source YouTube April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 74
Alcohol Brands on Twitter
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 75
Tweets Driving Purchase Intent
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 76
Tweets Driving Traffic to Other Social Media Content
Last month Tennessee-based distillery Jack Danielrsquos 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
Marjorie Dufek interactive marketing director at Brown Forman said Twitter reported ldquosignificantly higher than averagerdquo engagement rates for the campaign as well as greater use of the brand name within tweets than its advertisers usually experience
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
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
Marshall J (2011 May 3) Jack Danielrsquos Is First Spirits Brand to Buy Twitter Ads ClickZ Retrieved from httpwwwclickzcomclickznews2046786jack-daniels-spirits-brand-twitter-ads
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 77
ldquoThe advantage for us is that people see Jack Danielrsquos as a friend itrsquos a very social brand by nature We have an unprecedented opportunity to have real conversations with our consumers via social mediardquo
Marjorie Dufek Brown Forman
Jack Daniels Is First Spirits Brand to Buy
Twitter Ads
Paid Advertising on Twitter
Photo Credit ndash Fan Photo on Jack Daniels Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 78
Direct Impressions Generated by Alcohol Brands on Twitter
of Tweets Following Followers Estimated Impressions
Pabst Blue Ribbon 4543 349 1754 3984211
Smirnoff 2048 16631 15140 15503360
Stolichnaya 1590 1642 1857 1476315
HPNOTIQ 1460 1775 893 651890
Skyy Vodka 851 387 2057 875254
Bacardi 569 17985 20451 5818310
Bacon Vodka 436 2044 3577 779786
Dolce Touch Vodka 407 1512 1655 336793
Don Q Rum 353 1617 1322 233333
Absolut Vodka 288 327 1531 220464
TOTAL 12545 44179 48483 29879715
Based on linear follower growth
Source Twitter February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 79
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Hour
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 80
Smirnoff Photo Albums on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81
42888 Image Results for ldquoBud Lightrdquo on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 9
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 10
Facebook Integration on Other Brand Sites
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 11
Social Media is Growing in Popularity
Globally 313 million unique visitors spent an average of 6 hours on social networking sites in March 2010 (Nielsen)
127 million people spent an average of 6 hours 2 minutes on Facebook in June 2010 (Nielsen)
98 million people spent an average of 1 hour 12 minutes on YouTube in June 2010 (Nielsen)
8 million people spent an average of 2 hours 12 minutes on Twitter in November 2010 (Experian)
In the US
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 12
Teens and Young Adults Most Likely To Be on a Social Network
Teens 12-17 Young adults 18-29 Adults 30 and older
73 72
40
Source Pew Research Center 2009
RESULTS
Lifetime drinking had a significant difference on social network F(1 196) = 525 plt05 (average of 387 for ever users [n = 99] versus 346 for never users [n = 96]) Finally lifetime drinking had a significant difference on listen todownload music F(1 196) = 466 plt05 (average of 412 for ever users [n = 99] versus 384 for never users [n = 97]) and drinking in the past month also had a significant difference on this variable F(1 191) = 598 plt05 (average of 423 for past month drinkers [n = 64] versus 386 for those who did not drink in the past month [n = 133])
DISCUSSION
Lifetime drinkers social networked more frequently than never drinkers
Lifetime drinking and past month drinking was related to greater frequency of listening todownloading music
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 doi101016jaddbeh201101001
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 13
Adolescent Computer Use Linked to Drinking
MAIN ELEMENTSNewsfeed Profile
ADDITIONAL FEATURESAds Pages Groups Applications Events
ldquohellipads may only be targeted tohellip[individuals] 21 years or older in the USrdquo
ldquoYou must ensure that your adshellipcomply with all applicable local laws and required or recommended industry codeshelliprdquo
ldquoYou must ensure that your alcohol ads neverhellipinclude content that is intended to appeal to anyone younger than the permissible targeted age grouphelliprdquo
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 14
Facebook Features and Advertising Guidelines
DISCUS InternetDigital Buying Guideline
ldquohellipapplies 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)rdquo
Beer Institute Internet Buying Guidelines
ldquoThe demographic standard in Guidelines 3c of the Code applies to all paid and bonus placements by brewers on internet Web sites operated by othersrdquo
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 15
Industry Codes Dictate 70 of Audience Must Be Above LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 16
Facebook Demographics
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 17
Changing Your Age on Facebook (Video)
>
ldquoOf the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the siterdquo
ldquoAmong young users more than 5 million were 10 and under and their accounts were largely unsupervised by their parentsrdquo
That Facebook friend might be 10 years old and other troubling news (2011 June) Consumer Reports Retrieved from httpwwwconsumerreportsorgcromagazine-archive2011juneelectronics-computersstate-of-the-netfacebook-concernsindexhtm
ldquoComScore a firm that measures Internet traffic estimates that 36 million of Facebookrsquos 153 million monthly visitors in this country are under 12rdquo
ldquoParents 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 worldrdquo
Richtel M and Helft M (2011 March 11) Facebook Users Who Are Under Age Raise Concerns The New York Times Retrieved from httpwwwnytimescom
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 18
Facebook Youth Concerns
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 19
Youth on Smirnoff US Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 20
Youth on Smirnoff US Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 21
Youth on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 22
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 23
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 24
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 25
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 26
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 27
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 28
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 29
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 30
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 31
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 32
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 33
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 34
Youth on Captain Morgan USA Facebook Page
ldquoThe Facebook ad targeted Lawrence area youths who might be looking for a fake ID A total of 5246 people between the ages of 16 and 20 clicked on the adhelliprdquo
ldquoCoalition 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 studentsrdquo
Blakesley D (2011 February 26) No Faking Lawrence police cracking down on bogus IDs Lawrence Journal-World Retrieved from httpwww2ljworldcomnews2011feb26no-faking-lawrence-police-cracking-down-bogus-ids
ldquoAll the 225 profiles that were examined belonged to male undergraduate studentshellipMore than 68 of the profiles belonged to students who were under the legal US drinking agehelliprdquo
ldquoReferences to alcohol were present on 8533 of the profileshellipThe average number of alcohol references per profile was 85helliprdquo
Egan KG amp Moreno MA (2011 March 15) Alcohol References on Undergraduate Malesrsquo Facebook Profiles American Journal of Menrsquos Health 5(2) doi1011771557988310394341
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 35
Facebook Alcohol Concerns
ldquoFacebook claims the information they surrender to these companies is anonymous but itrsquos not Companies can combine the lsquoanonymizedrsquo 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 envyrdquo
Krishnamurthy B amp Wills CE (2010 January) On the leakage of personally identifiable information via online social networks ACM SIGCOMM Computer Communication Review 40(1) Retrieved from httpwebcswpiedu~cewpaperswosn09pdf
ldquoInformation about an individualrsquos 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 individualsrsquo SSNs and their birth data and found that for younger cohorts the correlation allows statistical inference of private SSNsrdquo
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 httpwwwpnasorgcontentearly200907020904891106fullpdf+html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 36
Facebook Privacy Concerns
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 37
Captain Morgan USA Brand Page on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 38
Fan Recruitment and Permission Marketing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 39
Number of Fans for Top Alcohol Brands on Facebook
Fans Growth (Last Month)
Heineken 1308995 +1148
Jack Danielrsquos Tennessee Whiskey 1126286 +735
Bud Light 1068945 +418
Dos Equis 1051066 +063
Budweiser 735073 +627
Jim Beam 707338 +1490
Smirnoff Ice 619736 +064
Captain Morgan USA 602668 +394
Absolut 595534 +212
Corona 484356 +279
TOTAL 8299997 +572
Source Facebook April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 40
Captain Morgan USA Brand Wall
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 41
Conversations With Joose
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 42
Conversations With Joose (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 43
Conversations With Joose (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 44
Interactions on Alcohol Brand Walls in January 2011
Brand Posts User ldquoLikesrdquo User Comments
Jack Danielrsquos Tennessee Whiskey 9 9211 1544
Bud Light 16 12611 2405
Heineken 13 21070 6400
Absolut 8 1845 248
Captain Morgan USA 51 23677 9010
Jim Beam 16 8076 1465
Corona 3 2191 438
Miller Lite 4 1329 334
Hennessy 11 6812 1431
Smirnoff US 27 11483 2677
TOTAL 158 98305 25952
Source Facebook February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 45
Annual Value of Facebook Fans for Top Alcohol Brands
Fans Annual Value
Heineken 1308995 $4712382
Jack Danielrsquos Tennessee Whiskey 1126286 $4054629
Bud Light 1068945 $3848202
Dos Equis 1051066 $3783837
Budweiser 735073 $2646262
Jim Beam 707338 $2546416
Smirnoff Ice 619736 $2231049
Captain Morgan USA 602668 $2169604
Absolut 595534 $2143922
Corona 484356 $1743681
TOTAL 8299997 $29879989
Based on $360 annual value of Facebook fan (Source Virtrue)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 46
Brand-Uploaded Photo Albums on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 47
User-Uploaded Photos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 48
Brand-Uploaded Videos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 49
User-Uploaded Videos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 50
Photos and Videos on Alcohol Brand Pages
Brand Photos Fan Photos Brand Videos Fan Videos
Jack Danielrsquos Tennessee Whiskey 784 2142 40 8
Bud Light 656 1116 24 25
Heineken 7400 625 65 0
Absolut 427 101 25 3
Captain Morgan USA 2108 1743 44 4
Jim Beam 121 534 33 0
Corona 20 1204 20 8
Miller Lite 605 412 6 0
Hennessy 1063 516 56 7
Smirnoff US 1576 121 50 0
TOTAL 14760 8514 363 55
Source Facebook February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 51
Fan Photo on Bud Light Lime Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 52
Fan Photo on Bud Light Lime Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 53
Brand-Uploaded Photo on Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 54
Brand-Uploaded Photo on Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 55
Fan Photo on Jack Danielrsquos Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 56
Brand Evangelism
Photo Credit ndash Fan Photo on Coors Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 57
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 58
Peer Advertising = Social Proof
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 59
Thousands of User-Generated Alcohol Brand-Oriented Pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 60
Team Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 61
Team Bud Light Facebook Page (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 62
Thousands of User-Generated Alcohol Brand-Oriented Groups
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 63
Thousands of User-Generated Alcohol Brand-Oriented Events
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 64
YouTube Demographics
Heineken Aims Its Ads at Young Digital Devotees
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 ldquoOpen your worldrdquo made its way onto TV in about 30 countries three months later but not before being viewed frequently online
ldquoThe Daterdquo has a different cast from ldquoThe Entrancerdquo and the plots diverge The new spot is about a young man on a wild date and the previous one is about a young manrsquos show-stopping arrival at a wild party
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 ndash or in place of ndash traditional means
This is particularly true for a beer brand like Heineken Its intended target audience is men ages 18 or 21 (depending on a countryrsquos legal minimum drinking age) to 34hellipMaking that even more appropriate for Heineken is a goal to reach a subset of younger men who are ldquoworldly cosmopolitanrdquo Mr Nasard said who ldquoover-index in Internet usagerdquo
Elliott S (2011 May 25) Heineken Aims Its Ads at Young Digital Devotees The New York Times Retrieved from httpwwwnytimescom20110526businessmedia26adcohtml
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 65
Heineken Targets Youth Viewers on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 66
Alcohol Brand Channels on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 67
How Many People Are Visiting Alcohol Brand Channels
of Videos Channel Views Upload Views
Malibu Rum 43 13962 153114
Absolut Vodka 39 1299817 3757718
Grey Goose Vodka 33 44118 383600
Heineken USA 21 119931 381953
Bacardi Superior 14 250493 206017
Captain Morgan 13 575040 603057
Smirnoff 12 279708 456692
Bud Light 5 26665 2679065
TOTAL 180 2609734 8621216
Source YouTube February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 68
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaign
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 69
Absolut Vodka ndash Advertising as Content
This Pornrsquos for You Budweiserrsquos Racy Web Ad
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 theyre being lauded for it
Last year Budweisers 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
Luscombe B (2009 June 4) This Pornrsquos for You Budweiserrsquos Racy Web Ad Time Retrieved from httpwwwtimecomtimeartsarticle08599190242000html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 70
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Swear Jar
Best Budlight Commercial Ever ndash Beer amp Porn
>
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 71
Bud Light Videos Shared on Blogs
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 72
Bud Light Videos Shared on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 73
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Title Username Views
Bud Light Super Bowl Commercial Too Racy for TV 1togrowon 3276358
Bud Light Super Bowl Commercial Too Controversial for TV 1togrowon 3108084
Best Budlight Commercial Ever ndash Beer amp Porn perrycomo92882 1133713
Bud Light ldquoCut The Cheeserdquo secret TV spot not on Super Bowl razzledog 737928
TOTAL 15654689
Source YouTube April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 74
Alcohol Brands on Twitter
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 75
Tweets Driving Purchase Intent
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 76
Tweets Driving Traffic to Other Social Media Content
Last month Tennessee-based distillery Jack Danielrsquos 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
Marjorie Dufek interactive marketing director at Brown Forman said Twitter reported ldquosignificantly higher than averagerdquo engagement rates for the campaign as well as greater use of the brand name within tweets than its advertisers usually experience
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
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
Marshall J (2011 May 3) Jack Danielrsquos Is First Spirits Brand to Buy Twitter Ads ClickZ Retrieved from httpwwwclickzcomclickznews2046786jack-daniels-spirits-brand-twitter-ads
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 77
ldquoThe advantage for us is that people see Jack Danielrsquos as a friend itrsquos a very social brand by nature We have an unprecedented opportunity to have real conversations with our consumers via social mediardquo
Marjorie Dufek Brown Forman
Jack Daniels Is First Spirits Brand to Buy
Twitter Ads
Paid Advertising on Twitter
Photo Credit ndash Fan Photo on Jack Daniels Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 78
Direct Impressions Generated by Alcohol Brands on Twitter
of Tweets Following Followers Estimated Impressions
Pabst Blue Ribbon 4543 349 1754 3984211
Smirnoff 2048 16631 15140 15503360
Stolichnaya 1590 1642 1857 1476315
HPNOTIQ 1460 1775 893 651890
Skyy Vodka 851 387 2057 875254
Bacardi 569 17985 20451 5818310
Bacon Vodka 436 2044 3577 779786
Dolce Touch Vodka 407 1512 1655 336793
Don Q Rum 353 1617 1322 233333
Absolut Vodka 288 327 1531 220464
TOTAL 12545 44179 48483 29879715
Based on linear follower growth
Source Twitter February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 79
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Hour
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 80
Smirnoff Photo Albums on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81
42888 Image Results for ldquoBud Lightrdquo on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 10
Facebook Integration on Other Brand Sites
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 11
Social Media is Growing in Popularity
Globally 313 million unique visitors spent an average of 6 hours on social networking sites in March 2010 (Nielsen)
127 million people spent an average of 6 hours 2 minutes on Facebook in June 2010 (Nielsen)
98 million people spent an average of 1 hour 12 minutes on YouTube in June 2010 (Nielsen)
8 million people spent an average of 2 hours 12 minutes on Twitter in November 2010 (Experian)
In the US
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 12
Teens and Young Adults Most Likely To Be on a Social Network
Teens 12-17 Young adults 18-29 Adults 30 and older
73 72
40
Source Pew Research Center 2009
RESULTS
Lifetime drinking had a significant difference on social network F(1 196) = 525 plt05 (average of 387 for ever users [n = 99] versus 346 for never users [n = 96]) Finally lifetime drinking had a significant difference on listen todownload music F(1 196) = 466 plt05 (average of 412 for ever users [n = 99] versus 384 for never users [n = 97]) and drinking in the past month also had a significant difference on this variable F(1 191) = 598 plt05 (average of 423 for past month drinkers [n = 64] versus 386 for those who did not drink in the past month [n = 133])
DISCUSSION
Lifetime drinkers social networked more frequently than never drinkers
Lifetime drinking and past month drinking was related to greater frequency of listening todownloading music
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 doi101016jaddbeh201101001
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 13
Adolescent Computer Use Linked to Drinking
MAIN ELEMENTSNewsfeed Profile
ADDITIONAL FEATURESAds Pages Groups Applications Events
ldquohellipads may only be targeted tohellip[individuals] 21 years or older in the USrdquo
ldquoYou must ensure that your adshellipcomply with all applicable local laws and required or recommended industry codeshelliprdquo
ldquoYou must ensure that your alcohol ads neverhellipinclude content that is intended to appeal to anyone younger than the permissible targeted age grouphelliprdquo
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 14
Facebook Features and Advertising Guidelines
DISCUS InternetDigital Buying Guideline
ldquohellipapplies 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)rdquo
Beer Institute Internet Buying Guidelines
ldquoThe demographic standard in Guidelines 3c of the Code applies to all paid and bonus placements by brewers on internet Web sites operated by othersrdquo
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 15
Industry Codes Dictate 70 of Audience Must Be Above LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 16
Facebook Demographics
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 17
Changing Your Age on Facebook (Video)
>
ldquoOf the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the siterdquo
ldquoAmong young users more than 5 million were 10 and under and their accounts were largely unsupervised by their parentsrdquo
That Facebook friend might be 10 years old and other troubling news (2011 June) Consumer Reports Retrieved from httpwwwconsumerreportsorgcromagazine-archive2011juneelectronics-computersstate-of-the-netfacebook-concernsindexhtm
ldquoComScore a firm that measures Internet traffic estimates that 36 million of Facebookrsquos 153 million monthly visitors in this country are under 12rdquo
ldquoParents 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 worldrdquo
Richtel M and Helft M (2011 March 11) Facebook Users Who Are Under Age Raise Concerns The New York Times Retrieved from httpwwwnytimescom
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 18
Facebook Youth Concerns
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 19
Youth on Smirnoff US Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 20
Youth on Smirnoff US Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 21
Youth on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 22
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 23
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 24
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 25
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 26
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 27
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 28
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 29
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 30
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 31
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 32
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 33
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 34
Youth on Captain Morgan USA Facebook Page
ldquoThe Facebook ad targeted Lawrence area youths who might be looking for a fake ID A total of 5246 people between the ages of 16 and 20 clicked on the adhelliprdquo
ldquoCoalition 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 studentsrdquo
Blakesley D (2011 February 26) No Faking Lawrence police cracking down on bogus IDs Lawrence Journal-World Retrieved from httpwww2ljworldcomnews2011feb26no-faking-lawrence-police-cracking-down-bogus-ids
ldquoAll the 225 profiles that were examined belonged to male undergraduate studentshellipMore than 68 of the profiles belonged to students who were under the legal US drinking agehelliprdquo
ldquoReferences to alcohol were present on 8533 of the profileshellipThe average number of alcohol references per profile was 85helliprdquo
Egan KG amp Moreno MA (2011 March 15) Alcohol References on Undergraduate Malesrsquo Facebook Profiles American Journal of Menrsquos Health 5(2) doi1011771557988310394341
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 35
Facebook Alcohol Concerns
ldquoFacebook claims the information they surrender to these companies is anonymous but itrsquos not Companies can combine the lsquoanonymizedrsquo 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 envyrdquo
Krishnamurthy B amp Wills CE (2010 January) On the leakage of personally identifiable information via online social networks ACM SIGCOMM Computer Communication Review 40(1) Retrieved from httpwebcswpiedu~cewpaperswosn09pdf
ldquoInformation about an individualrsquos 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 individualsrsquo SSNs and their birth data and found that for younger cohorts the correlation allows statistical inference of private SSNsrdquo
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 httpwwwpnasorgcontentearly200907020904891106fullpdf+html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 36
Facebook Privacy Concerns
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 37
Captain Morgan USA Brand Page on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 38
Fan Recruitment and Permission Marketing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 39
Number of Fans for Top Alcohol Brands on Facebook
Fans Growth (Last Month)
Heineken 1308995 +1148
Jack Danielrsquos Tennessee Whiskey 1126286 +735
Bud Light 1068945 +418
Dos Equis 1051066 +063
Budweiser 735073 +627
Jim Beam 707338 +1490
Smirnoff Ice 619736 +064
Captain Morgan USA 602668 +394
Absolut 595534 +212
Corona 484356 +279
TOTAL 8299997 +572
Source Facebook April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 40
Captain Morgan USA Brand Wall
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 41
Conversations With Joose
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 42
Conversations With Joose (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 43
Conversations With Joose (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 44
Interactions on Alcohol Brand Walls in January 2011
Brand Posts User ldquoLikesrdquo User Comments
Jack Danielrsquos Tennessee Whiskey 9 9211 1544
Bud Light 16 12611 2405
Heineken 13 21070 6400
Absolut 8 1845 248
Captain Morgan USA 51 23677 9010
Jim Beam 16 8076 1465
Corona 3 2191 438
Miller Lite 4 1329 334
Hennessy 11 6812 1431
Smirnoff US 27 11483 2677
TOTAL 158 98305 25952
Source Facebook February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 45
Annual Value of Facebook Fans for Top Alcohol Brands
Fans Annual Value
Heineken 1308995 $4712382
Jack Danielrsquos Tennessee Whiskey 1126286 $4054629
Bud Light 1068945 $3848202
Dos Equis 1051066 $3783837
Budweiser 735073 $2646262
Jim Beam 707338 $2546416
Smirnoff Ice 619736 $2231049
Captain Morgan USA 602668 $2169604
Absolut 595534 $2143922
Corona 484356 $1743681
TOTAL 8299997 $29879989
Based on $360 annual value of Facebook fan (Source Virtrue)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 46
Brand-Uploaded Photo Albums on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 47
User-Uploaded Photos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 48
Brand-Uploaded Videos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 49
User-Uploaded Videos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 50
Photos and Videos on Alcohol Brand Pages
Brand Photos Fan Photos Brand Videos Fan Videos
Jack Danielrsquos Tennessee Whiskey 784 2142 40 8
Bud Light 656 1116 24 25
Heineken 7400 625 65 0
Absolut 427 101 25 3
Captain Morgan USA 2108 1743 44 4
Jim Beam 121 534 33 0
Corona 20 1204 20 8
Miller Lite 605 412 6 0
Hennessy 1063 516 56 7
Smirnoff US 1576 121 50 0
TOTAL 14760 8514 363 55
Source Facebook February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 51
Fan Photo on Bud Light Lime Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 52
Fan Photo on Bud Light Lime Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 53
Brand-Uploaded Photo on Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 54
Brand-Uploaded Photo on Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 55
Fan Photo on Jack Danielrsquos Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 56
Brand Evangelism
Photo Credit ndash Fan Photo on Coors Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 57
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 58
Peer Advertising = Social Proof
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 59
Thousands of User-Generated Alcohol Brand-Oriented Pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 60
Team Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 61
Team Bud Light Facebook Page (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 62
Thousands of User-Generated Alcohol Brand-Oriented Groups
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 63
Thousands of User-Generated Alcohol Brand-Oriented Events
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 64
YouTube Demographics
Heineken Aims Its Ads at Young Digital Devotees
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 ldquoOpen your worldrdquo made its way onto TV in about 30 countries three months later but not before being viewed frequently online
ldquoThe Daterdquo has a different cast from ldquoThe Entrancerdquo and the plots diverge The new spot is about a young man on a wild date and the previous one is about a young manrsquos show-stopping arrival at a wild party
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 ndash or in place of ndash traditional means
This is particularly true for a beer brand like Heineken Its intended target audience is men ages 18 or 21 (depending on a countryrsquos legal minimum drinking age) to 34hellipMaking that even more appropriate for Heineken is a goal to reach a subset of younger men who are ldquoworldly cosmopolitanrdquo Mr Nasard said who ldquoover-index in Internet usagerdquo
Elliott S (2011 May 25) Heineken Aims Its Ads at Young Digital Devotees The New York Times Retrieved from httpwwwnytimescom20110526businessmedia26adcohtml
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 65
Heineken Targets Youth Viewers on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 66
Alcohol Brand Channels on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 67
How Many People Are Visiting Alcohol Brand Channels
of Videos Channel Views Upload Views
Malibu Rum 43 13962 153114
Absolut Vodka 39 1299817 3757718
Grey Goose Vodka 33 44118 383600
Heineken USA 21 119931 381953
Bacardi Superior 14 250493 206017
Captain Morgan 13 575040 603057
Smirnoff 12 279708 456692
Bud Light 5 26665 2679065
TOTAL 180 2609734 8621216
Source YouTube February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 68
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaign
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 69
Absolut Vodka ndash Advertising as Content
This Pornrsquos for You Budweiserrsquos Racy Web Ad
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 theyre being lauded for it
Last year Budweisers 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
Luscombe B (2009 June 4) This Pornrsquos for You Budweiserrsquos Racy Web Ad Time Retrieved from httpwwwtimecomtimeartsarticle08599190242000html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 70
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Swear Jar
Best Budlight Commercial Ever ndash Beer amp Porn
>
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 71
Bud Light Videos Shared on Blogs
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 72
Bud Light Videos Shared on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 73
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Title Username Views
Bud Light Super Bowl Commercial Too Racy for TV 1togrowon 3276358
Bud Light Super Bowl Commercial Too Controversial for TV 1togrowon 3108084
Best Budlight Commercial Ever ndash Beer amp Porn perrycomo92882 1133713
Bud Light ldquoCut The Cheeserdquo secret TV spot not on Super Bowl razzledog 737928
TOTAL 15654689
Source YouTube April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 74
Alcohol Brands on Twitter
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 75
Tweets Driving Purchase Intent
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 76
Tweets Driving Traffic to Other Social Media Content
Last month Tennessee-based distillery Jack Danielrsquos 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
Marjorie Dufek interactive marketing director at Brown Forman said Twitter reported ldquosignificantly higher than averagerdquo engagement rates for the campaign as well as greater use of the brand name within tweets than its advertisers usually experience
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
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
Marshall J (2011 May 3) Jack Danielrsquos Is First Spirits Brand to Buy Twitter Ads ClickZ Retrieved from httpwwwclickzcomclickznews2046786jack-daniels-spirits-brand-twitter-ads
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 77
ldquoThe advantage for us is that people see Jack Danielrsquos as a friend itrsquos a very social brand by nature We have an unprecedented opportunity to have real conversations with our consumers via social mediardquo
Marjorie Dufek Brown Forman
Jack Daniels Is First Spirits Brand to Buy
Twitter Ads
Paid Advertising on Twitter
Photo Credit ndash Fan Photo on Jack Daniels Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 78
Direct Impressions Generated by Alcohol Brands on Twitter
of Tweets Following Followers Estimated Impressions
Pabst Blue Ribbon 4543 349 1754 3984211
Smirnoff 2048 16631 15140 15503360
Stolichnaya 1590 1642 1857 1476315
HPNOTIQ 1460 1775 893 651890
Skyy Vodka 851 387 2057 875254
Bacardi 569 17985 20451 5818310
Bacon Vodka 436 2044 3577 779786
Dolce Touch Vodka 407 1512 1655 336793
Don Q Rum 353 1617 1322 233333
Absolut Vodka 288 327 1531 220464
TOTAL 12545 44179 48483 29879715
Based on linear follower growth
Source Twitter February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 79
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Hour
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 80
Smirnoff Photo Albums on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81
42888 Image Results for ldquoBud Lightrdquo on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 11
Social Media is Growing in Popularity
Globally 313 million unique visitors spent an average of 6 hours on social networking sites in March 2010 (Nielsen)
127 million people spent an average of 6 hours 2 minutes on Facebook in June 2010 (Nielsen)
98 million people spent an average of 1 hour 12 minutes on YouTube in June 2010 (Nielsen)
8 million people spent an average of 2 hours 12 minutes on Twitter in November 2010 (Experian)
In the US
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 12
Teens and Young Adults Most Likely To Be on a Social Network
Teens 12-17 Young adults 18-29 Adults 30 and older
73 72
40
Source Pew Research Center 2009
RESULTS
Lifetime drinking had a significant difference on social network F(1 196) = 525 plt05 (average of 387 for ever users [n = 99] versus 346 for never users [n = 96]) Finally lifetime drinking had a significant difference on listen todownload music F(1 196) = 466 plt05 (average of 412 for ever users [n = 99] versus 384 for never users [n = 97]) and drinking in the past month also had a significant difference on this variable F(1 191) = 598 plt05 (average of 423 for past month drinkers [n = 64] versus 386 for those who did not drink in the past month [n = 133])
DISCUSSION
Lifetime drinkers social networked more frequently than never drinkers
Lifetime drinking and past month drinking was related to greater frequency of listening todownloading music
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 doi101016jaddbeh201101001
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 13
Adolescent Computer Use Linked to Drinking
MAIN ELEMENTSNewsfeed Profile
ADDITIONAL FEATURESAds Pages Groups Applications Events
ldquohellipads may only be targeted tohellip[individuals] 21 years or older in the USrdquo
ldquoYou must ensure that your adshellipcomply with all applicable local laws and required or recommended industry codeshelliprdquo
ldquoYou must ensure that your alcohol ads neverhellipinclude content that is intended to appeal to anyone younger than the permissible targeted age grouphelliprdquo
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 14
Facebook Features and Advertising Guidelines
DISCUS InternetDigital Buying Guideline
ldquohellipapplies 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)rdquo
Beer Institute Internet Buying Guidelines
ldquoThe demographic standard in Guidelines 3c of the Code applies to all paid and bonus placements by brewers on internet Web sites operated by othersrdquo
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 15
Industry Codes Dictate 70 of Audience Must Be Above LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 16
Facebook Demographics
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 17
Changing Your Age on Facebook (Video)
>
ldquoOf the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the siterdquo
ldquoAmong young users more than 5 million were 10 and under and their accounts were largely unsupervised by their parentsrdquo
That Facebook friend might be 10 years old and other troubling news (2011 June) Consumer Reports Retrieved from httpwwwconsumerreportsorgcromagazine-archive2011juneelectronics-computersstate-of-the-netfacebook-concernsindexhtm
ldquoComScore a firm that measures Internet traffic estimates that 36 million of Facebookrsquos 153 million monthly visitors in this country are under 12rdquo
ldquoParents 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 worldrdquo
Richtel M and Helft M (2011 March 11) Facebook Users Who Are Under Age Raise Concerns The New York Times Retrieved from httpwwwnytimescom
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 18
Facebook Youth Concerns
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 19
Youth on Smirnoff US Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 20
Youth on Smirnoff US Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 21
Youth on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 22
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 23
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 24
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 25
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 26
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 27
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 28
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 29
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 30
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 31
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 32
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 33
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 34
Youth on Captain Morgan USA Facebook Page
ldquoThe Facebook ad targeted Lawrence area youths who might be looking for a fake ID A total of 5246 people between the ages of 16 and 20 clicked on the adhelliprdquo
ldquoCoalition 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 studentsrdquo
Blakesley D (2011 February 26) No Faking Lawrence police cracking down on bogus IDs Lawrence Journal-World Retrieved from httpwww2ljworldcomnews2011feb26no-faking-lawrence-police-cracking-down-bogus-ids
ldquoAll the 225 profiles that were examined belonged to male undergraduate studentshellipMore than 68 of the profiles belonged to students who were under the legal US drinking agehelliprdquo
ldquoReferences to alcohol were present on 8533 of the profileshellipThe average number of alcohol references per profile was 85helliprdquo
Egan KG amp Moreno MA (2011 March 15) Alcohol References on Undergraduate Malesrsquo Facebook Profiles American Journal of Menrsquos Health 5(2) doi1011771557988310394341
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 35
Facebook Alcohol Concerns
ldquoFacebook claims the information they surrender to these companies is anonymous but itrsquos not Companies can combine the lsquoanonymizedrsquo 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 envyrdquo
Krishnamurthy B amp Wills CE (2010 January) On the leakage of personally identifiable information via online social networks ACM SIGCOMM Computer Communication Review 40(1) Retrieved from httpwebcswpiedu~cewpaperswosn09pdf
ldquoInformation about an individualrsquos 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 individualsrsquo SSNs and their birth data and found that for younger cohorts the correlation allows statistical inference of private SSNsrdquo
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 httpwwwpnasorgcontentearly200907020904891106fullpdf+html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 36
Facebook Privacy Concerns
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 37
Captain Morgan USA Brand Page on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 38
Fan Recruitment and Permission Marketing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 39
Number of Fans for Top Alcohol Brands on Facebook
Fans Growth (Last Month)
Heineken 1308995 +1148
Jack Danielrsquos Tennessee Whiskey 1126286 +735
Bud Light 1068945 +418
Dos Equis 1051066 +063
Budweiser 735073 +627
Jim Beam 707338 +1490
Smirnoff Ice 619736 +064
Captain Morgan USA 602668 +394
Absolut 595534 +212
Corona 484356 +279
TOTAL 8299997 +572
Source Facebook April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 40
Captain Morgan USA Brand Wall
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 41
Conversations With Joose
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 42
Conversations With Joose (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 43
Conversations With Joose (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 44
Interactions on Alcohol Brand Walls in January 2011
Brand Posts User ldquoLikesrdquo User Comments
Jack Danielrsquos Tennessee Whiskey 9 9211 1544
Bud Light 16 12611 2405
Heineken 13 21070 6400
Absolut 8 1845 248
Captain Morgan USA 51 23677 9010
Jim Beam 16 8076 1465
Corona 3 2191 438
Miller Lite 4 1329 334
Hennessy 11 6812 1431
Smirnoff US 27 11483 2677
TOTAL 158 98305 25952
Source Facebook February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 45
Annual Value of Facebook Fans for Top Alcohol Brands
Fans Annual Value
Heineken 1308995 $4712382
Jack Danielrsquos Tennessee Whiskey 1126286 $4054629
Bud Light 1068945 $3848202
Dos Equis 1051066 $3783837
Budweiser 735073 $2646262
Jim Beam 707338 $2546416
Smirnoff Ice 619736 $2231049
Captain Morgan USA 602668 $2169604
Absolut 595534 $2143922
Corona 484356 $1743681
TOTAL 8299997 $29879989
Based on $360 annual value of Facebook fan (Source Virtrue)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 46
Brand-Uploaded Photo Albums on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 47
User-Uploaded Photos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 48
Brand-Uploaded Videos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 49
User-Uploaded Videos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 50
Photos and Videos on Alcohol Brand Pages
Brand Photos Fan Photos Brand Videos Fan Videos
Jack Danielrsquos Tennessee Whiskey 784 2142 40 8
Bud Light 656 1116 24 25
Heineken 7400 625 65 0
Absolut 427 101 25 3
Captain Morgan USA 2108 1743 44 4
Jim Beam 121 534 33 0
Corona 20 1204 20 8
Miller Lite 605 412 6 0
Hennessy 1063 516 56 7
Smirnoff US 1576 121 50 0
TOTAL 14760 8514 363 55
Source Facebook February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 51
Fan Photo on Bud Light Lime Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 52
Fan Photo on Bud Light Lime Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 53
Brand-Uploaded Photo on Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 54
Brand-Uploaded Photo on Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 55
Fan Photo on Jack Danielrsquos Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 56
Brand Evangelism
Photo Credit ndash Fan Photo on Coors Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 57
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 58
Peer Advertising = Social Proof
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 59
Thousands of User-Generated Alcohol Brand-Oriented Pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 60
Team Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 61
Team Bud Light Facebook Page (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 62
Thousands of User-Generated Alcohol Brand-Oriented Groups
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 63
Thousands of User-Generated Alcohol Brand-Oriented Events
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 64
YouTube Demographics
Heineken Aims Its Ads at Young Digital Devotees
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 ldquoOpen your worldrdquo made its way onto TV in about 30 countries three months later but not before being viewed frequently online
ldquoThe Daterdquo has a different cast from ldquoThe Entrancerdquo and the plots diverge The new spot is about a young man on a wild date and the previous one is about a young manrsquos show-stopping arrival at a wild party
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 ndash or in place of ndash traditional means
This is particularly true for a beer brand like Heineken Its intended target audience is men ages 18 or 21 (depending on a countryrsquos legal minimum drinking age) to 34hellipMaking that even more appropriate for Heineken is a goal to reach a subset of younger men who are ldquoworldly cosmopolitanrdquo Mr Nasard said who ldquoover-index in Internet usagerdquo
Elliott S (2011 May 25) Heineken Aims Its Ads at Young Digital Devotees The New York Times Retrieved from httpwwwnytimescom20110526businessmedia26adcohtml
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 65
Heineken Targets Youth Viewers on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 66
Alcohol Brand Channels on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 67
How Many People Are Visiting Alcohol Brand Channels
of Videos Channel Views Upload Views
Malibu Rum 43 13962 153114
Absolut Vodka 39 1299817 3757718
Grey Goose Vodka 33 44118 383600
Heineken USA 21 119931 381953
Bacardi Superior 14 250493 206017
Captain Morgan 13 575040 603057
Smirnoff 12 279708 456692
Bud Light 5 26665 2679065
TOTAL 180 2609734 8621216
Source YouTube February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 68
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaign
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 69
Absolut Vodka ndash Advertising as Content
This Pornrsquos for You Budweiserrsquos Racy Web Ad
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 theyre being lauded for it
Last year Budweisers 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
Luscombe B (2009 June 4) This Pornrsquos for You Budweiserrsquos Racy Web Ad Time Retrieved from httpwwwtimecomtimeartsarticle08599190242000html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 70
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Swear Jar
Best Budlight Commercial Ever ndash Beer amp Porn
>
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 71
Bud Light Videos Shared on Blogs
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 72
Bud Light Videos Shared on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 73
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Title Username Views
Bud Light Super Bowl Commercial Too Racy for TV 1togrowon 3276358
Bud Light Super Bowl Commercial Too Controversial for TV 1togrowon 3108084
Best Budlight Commercial Ever ndash Beer amp Porn perrycomo92882 1133713
Bud Light ldquoCut The Cheeserdquo secret TV spot not on Super Bowl razzledog 737928
TOTAL 15654689
Source YouTube April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 74
Alcohol Brands on Twitter
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 75
Tweets Driving Purchase Intent
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 76
Tweets Driving Traffic to Other Social Media Content
Last month Tennessee-based distillery Jack Danielrsquos 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
Marjorie Dufek interactive marketing director at Brown Forman said Twitter reported ldquosignificantly higher than averagerdquo engagement rates for the campaign as well as greater use of the brand name within tweets than its advertisers usually experience
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
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
Marshall J (2011 May 3) Jack Danielrsquos Is First Spirits Brand to Buy Twitter Ads ClickZ Retrieved from httpwwwclickzcomclickznews2046786jack-daniels-spirits-brand-twitter-ads
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 77
ldquoThe advantage for us is that people see Jack Danielrsquos as a friend itrsquos a very social brand by nature We have an unprecedented opportunity to have real conversations with our consumers via social mediardquo
Marjorie Dufek Brown Forman
Jack Daniels Is First Spirits Brand to Buy
Twitter Ads
Paid Advertising on Twitter
Photo Credit ndash Fan Photo on Jack Daniels Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 78
Direct Impressions Generated by Alcohol Brands on Twitter
of Tweets Following Followers Estimated Impressions
Pabst Blue Ribbon 4543 349 1754 3984211
Smirnoff 2048 16631 15140 15503360
Stolichnaya 1590 1642 1857 1476315
HPNOTIQ 1460 1775 893 651890
Skyy Vodka 851 387 2057 875254
Bacardi 569 17985 20451 5818310
Bacon Vodka 436 2044 3577 779786
Dolce Touch Vodka 407 1512 1655 336793
Don Q Rum 353 1617 1322 233333
Absolut Vodka 288 327 1531 220464
TOTAL 12545 44179 48483 29879715
Based on linear follower growth
Source Twitter February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 79
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Hour
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 80
Smirnoff Photo Albums on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81
42888 Image Results for ldquoBud Lightrdquo on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 12
Teens and Young Adults Most Likely To Be on a Social Network
Teens 12-17 Young adults 18-29 Adults 30 and older
73 72
40
Source Pew Research Center 2009
RESULTS
Lifetime drinking had a significant difference on social network F(1 196) = 525 plt05 (average of 387 for ever users [n = 99] versus 346 for never users [n = 96]) Finally lifetime drinking had a significant difference on listen todownload music F(1 196) = 466 plt05 (average of 412 for ever users [n = 99] versus 384 for never users [n = 97]) and drinking in the past month also had a significant difference on this variable F(1 191) = 598 plt05 (average of 423 for past month drinkers [n = 64] versus 386 for those who did not drink in the past month [n = 133])
DISCUSSION
Lifetime drinkers social networked more frequently than never drinkers
Lifetime drinking and past month drinking was related to greater frequency of listening todownloading music
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 doi101016jaddbeh201101001
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 13
Adolescent Computer Use Linked to Drinking
MAIN ELEMENTSNewsfeed Profile
ADDITIONAL FEATURESAds Pages Groups Applications Events
ldquohellipads may only be targeted tohellip[individuals] 21 years or older in the USrdquo
ldquoYou must ensure that your adshellipcomply with all applicable local laws and required or recommended industry codeshelliprdquo
ldquoYou must ensure that your alcohol ads neverhellipinclude content that is intended to appeal to anyone younger than the permissible targeted age grouphelliprdquo
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 14
Facebook Features and Advertising Guidelines
DISCUS InternetDigital Buying Guideline
ldquohellipapplies 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)rdquo
Beer Institute Internet Buying Guidelines
ldquoThe demographic standard in Guidelines 3c of the Code applies to all paid and bonus placements by brewers on internet Web sites operated by othersrdquo
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 15
Industry Codes Dictate 70 of Audience Must Be Above LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 16
Facebook Demographics
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 17
Changing Your Age on Facebook (Video)
>
ldquoOf the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the siterdquo
ldquoAmong young users more than 5 million were 10 and under and their accounts were largely unsupervised by their parentsrdquo
That Facebook friend might be 10 years old and other troubling news (2011 June) Consumer Reports Retrieved from httpwwwconsumerreportsorgcromagazine-archive2011juneelectronics-computersstate-of-the-netfacebook-concernsindexhtm
ldquoComScore a firm that measures Internet traffic estimates that 36 million of Facebookrsquos 153 million monthly visitors in this country are under 12rdquo
ldquoParents 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 worldrdquo
Richtel M and Helft M (2011 March 11) Facebook Users Who Are Under Age Raise Concerns The New York Times Retrieved from httpwwwnytimescom
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 18
Facebook Youth Concerns
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 19
Youth on Smirnoff US Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 20
Youth on Smirnoff US Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 21
Youth on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 22
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 23
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 24
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 25
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 26
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 27
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 28
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 29
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 30
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 31
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 32
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 33
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 34
Youth on Captain Morgan USA Facebook Page
ldquoThe Facebook ad targeted Lawrence area youths who might be looking for a fake ID A total of 5246 people between the ages of 16 and 20 clicked on the adhelliprdquo
ldquoCoalition 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 studentsrdquo
Blakesley D (2011 February 26) No Faking Lawrence police cracking down on bogus IDs Lawrence Journal-World Retrieved from httpwww2ljworldcomnews2011feb26no-faking-lawrence-police-cracking-down-bogus-ids
ldquoAll the 225 profiles that were examined belonged to male undergraduate studentshellipMore than 68 of the profiles belonged to students who were under the legal US drinking agehelliprdquo
ldquoReferences to alcohol were present on 8533 of the profileshellipThe average number of alcohol references per profile was 85helliprdquo
Egan KG amp Moreno MA (2011 March 15) Alcohol References on Undergraduate Malesrsquo Facebook Profiles American Journal of Menrsquos Health 5(2) doi1011771557988310394341
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 35
Facebook Alcohol Concerns
ldquoFacebook claims the information they surrender to these companies is anonymous but itrsquos not Companies can combine the lsquoanonymizedrsquo 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 envyrdquo
Krishnamurthy B amp Wills CE (2010 January) On the leakage of personally identifiable information via online social networks ACM SIGCOMM Computer Communication Review 40(1) Retrieved from httpwebcswpiedu~cewpaperswosn09pdf
ldquoInformation about an individualrsquos 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 individualsrsquo SSNs and their birth data and found that for younger cohorts the correlation allows statistical inference of private SSNsrdquo
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 httpwwwpnasorgcontentearly200907020904891106fullpdf+html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 36
Facebook Privacy Concerns
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 37
Captain Morgan USA Brand Page on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 38
Fan Recruitment and Permission Marketing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 39
Number of Fans for Top Alcohol Brands on Facebook
Fans Growth (Last Month)
Heineken 1308995 +1148
Jack Danielrsquos Tennessee Whiskey 1126286 +735
Bud Light 1068945 +418
Dos Equis 1051066 +063
Budweiser 735073 +627
Jim Beam 707338 +1490
Smirnoff Ice 619736 +064
Captain Morgan USA 602668 +394
Absolut 595534 +212
Corona 484356 +279
TOTAL 8299997 +572
Source Facebook April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 40
Captain Morgan USA Brand Wall
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 41
Conversations With Joose
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 42
Conversations With Joose (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 43
Conversations With Joose (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 44
Interactions on Alcohol Brand Walls in January 2011
Brand Posts User ldquoLikesrdquo User Comments
Jack Danielrsquos Tennessee Whiskey 9 9211 1544
Bud Light 16 12611 2405
Heineken 13 21070 6400
Absolut 8 1845 248
Captain Morgan USA 51 23677 9010
Jim Beam 16 8076 1465
Corona 3 2191 438
Miller Lite 4 1329 334
Hennessy 11 6812 1431
Smirnoff US 27 11483 2677
TOTAL 158 98305 25952
Source Facebook February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 45
Annual Value of Facebook Fans for Top Alcohol Brands
Fans Annual Value
Heineken 1308995 $4712382
Jack Danielrsquos Tennessee Whiskey 1126286 $4054629
Bud Light 1068945 $3848202
Dos Equis 1051066 $3783837
Budweiser 735073 $2646262
Jim Beam 707338 $2546416
Smirnoff Ice 619736 $2231049
Captain Morgan USA 602668 $2169604
Absolut 595534 $2143922
Corona 484356 $1743681
TOTAL 8299997 $29879989
Based on $360 annual value of Facebook fan (Source Virtrue)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 46
Brand-Uploaded Photo Albums on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 47
User-Uploaded Photos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 48
Brand-Uploaded Videos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 49
User-Uploaded Videos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 50
Photos and Videos on Alcohol Brand Pages
Brand Photos Fan Photos Brand Videos Fan Videos
Jack Danielrsquos Tennessee Whiskey 784 2142 40 8
Bud Light 656 1116 24 25
Heineken 7400 625 65 0
Absolut 427 101 25 3
Captain Morgan USA 2108 1743 44 4
Jim Beam 121 534 33 0
Corona 20 1204 20 8
Miller Lite 605 412 6 0
Hennessy 1063 516 56 7
Smirnoff US 1576 121 50 0
TOTAL 14760 8514 363 55
Source Facebook February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 51
Fan Photo on Bud Light Lime Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 52
Fan Photo on Bud Light Lime Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 53
Brand-Uploaded Photo on Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 54
Brand-Uploaded Photo on Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 55
Fan Photo on Jack Danielrsquos Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 56
Brand Evangelism
Photo Credit ndash Fan Photo on Coors Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 57
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 58
Peer Advertising = Social Proof
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 59
Thousands of User-Generated Alcohol Brand-Oriented Pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 60
Team Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 61
Team Bud Light Facebook Page (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 62
Thousands of User-Generated Alcohol Brand-Oriented Groups
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 63
Thousands of User-Generated Alcohol Brand-Oriented Events
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 64
YouTube Demographics
Heineken Aims Its Ads at Young Digital Devotees
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 ldquoOpen your worldrdquo made its way onto TV in about 30 countries three months later but not before being viewed frequently online
ldquoThe Daterdquo has a different cast from ldquoThe Entrancerdquo and the plots diverge The new spot is about a young man on a wild date and the previous one is about a young manrsquos show-stopping arrival at a wild party
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 ndash or in place of ndash traditional means
This is particularly true for a beer brand like Heineken Its intended target audience is men ages 18 or 21 (depending on a countryrsquos legal minimum drinking age) to 34hellipMaking that even more appropriate for Heineken is a goal to reach a subset of younger men who are ldquoworldly cosmopolitanrdquo Mr Nasard said who ldquoover-index in Internet usagerdquo
Elliott S (2011 May 25) Heineken Aims Its Ads at Young Digital Devotees The New York Times Retrieved from httpwwwnytimescom20110526businessmedia26adcohtml
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 65
Heineken Targets Youth Viewers on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 66
Alcohol Brand Channels on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 67
How Many People Are Visiting Alcohol Brand Channels
of Videos Channel Views Upload Views
Malibu Rum 43 13962 153114
Absolut Vodka 39 1299817 3757718
Grey Goose Vodka 33 44118 383600
Heineken USA 21 119931 381953
Bacardi Superior 14 250493 206017
Captain Morgan 13 575040 603057
Smirnoff 12 279708 456692
Bud Light 5 26665 2679065
TOTAL 180 2609734 8621216
Source YouTube February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 68
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaign
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 69
Absolut Vodka ndash Advertising as Content
This Pornrsquos for You Budweiserrsquos Racy Web Ad
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 theyre being lauded for it
Last year Budweisers 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
Luscombe B (2009 June 4) This Pornrsquos for You Budweiserrsquos Racy Web Ad Time Retrieved from httpwwwtimecomtimeartsarticle08599190242000html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 70
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Swear Jar
Best Budlight Commercial Ever ndash Beer amp Porn
>
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 71
Bud Light Videos Shared on Blogs
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 72
Bud Light Videos Shared on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 73
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Title Username Views
Bud Light Super Bowl Commercial Too Racy for TV 1togrowon 3276358
Bud Light Super Bowl Commercial Too Controversial for TV 1togrowon 3108084
Best Budlight Commercial Ever ndash Beer amp Porn perrycomo92882 1133713
Bud Light ldquoCut The Cheeserdquo secret TV spot not on Super Bowl razzledog 737928
TOTAL 15654689
Source YouTube April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 74
Alcohol Brands on Twitter
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 75
Tweets Driving Purchase Intent
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 76
Tweets Driving Traffic to Other Social Media Content
Last month Tennessee-based distillery Jack Danielrsquos 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
Marjorie Dufek interactive marketing director at Brown Forman said Twitter reported ldquosignificantly higher than averagerdquo engagement rates for the campaign as well as greater use of the brand name within tweets than its advertisers usually experience
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
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
Marshall J (2011 May 3) Jack Danielrsquos Is First Spirits Brand to Buy Twitter Ads ClickZ Retrieved from httpwwwclickzcomclickznews2046786jack-daniels-spirits-brand-twitter-ads
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 77
ldquoThe advantage for us is that people see Jack Danielrsquos as a friend itrsquos a very social brand by nature We have an unprecedented opportunity to have real conversations with our consumers via social mediardquo
Marjorie Dufek Brown Forman
Jack Daniels Is First Spirits Brand to Buy
Twitter Ads
Paid Advertising on Twitter
Photo Credit ndash Fan Photo on Jack Daniels Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 78
Direct Impressions Generated by Alcohol Brands on Twitter
of Tweets Following Followers Estimated Impressions
Pabst Blue Ribbon 4543 349 1754 3984211
Smirnoff 2048 16631 15140 15503360
Stolichnaya 1590 1642 1857 1476315
HPNOTIQ 1460 1775 893 651890
Skyy Vodka 851 387 2057 875254
Bacardi 569 17985 20451 5818310
Bacon Vodka 436 2044 3577 779786
Dolce Touch Vodka 407 1512 1655 336793
Don Q Rum 353 1617 1322 233333
Absolut Vodka 288 327 1531 220464
TOTAL 12545 44179 48483 29879715
Based on linear follower growth
Source Twitter February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 79
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Hour
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 80
Smirnoff Photo Albums on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81
42888 Image Results for ldquoBud Lightrdquo on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
RESULTS
Lifetime drinking had a significant difference on social network F(1 196) = 525 plt05 (average of 387 for ever users [n = 99] versus 346 for never users [n = 96]) Finally lifetime drinking had a significant difference on listen todownload music F(1 196) = 466 plt05 (average of 412 for ever users [n = 99] versus 384 for never users [n = 97]) and drinking in the past month also had a significant difference on this variable F(1 191) = 598 plt05 (average of 423 for past month drinkers [n = 64] versus 386 for those who did not drink in the past month [n = 133])
DISCUSSION
Lifetime drinkers social networked more frequently than never drinkers
Lifetime drinking and past month drinking was related to greater frequency of listening todownloading music
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 doi101016jaddbeh201101001
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 13
Adolescent Computer Use Linked to Drinking
MAIN ELEMENTSNewsfeed Profile
ADDITIONAL FEATURESAds Pages Groups Applications Events
ldquohellipads may only be targeted tohellip[individuals] 21 years or older in the USrdquo
ldquoYou must ensure that your adshellipcomply with all applicable local laws and required or recommended industry codeshelliprdquo
ldquoYou must ensure that your alcohol ads neverhellipinclude content that is intended to appeal to anyone younger than the permissible targeted age grouphelliprdquo
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 14
Facebook Features and Advertising Guidelines
DISCUS InternetDigital Buying Guideline
ldquohellipapplies 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)rdquo
Beer Institute Internet Buying Guidelines
ldquoThe demographic standard in Guidelines 3c of the Code applies to all paid and bonus placements by brewers on internet Web sites operated by othersrdquo
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 15
Industry Codes Dictate 70 of Audience Must Be Above LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 16
Facebook Demographics
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 17
Changing Your Age on Facebook (Video)
>
ldquoOf the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the siterdquo
ldquoAmong young users more than 5 million were 10 and under and their accounts were largely unsupervised by their parentsrdquo
That Facebook friend might be 10 years old and other troubling news (2011 June) Consumer Reports Retrieved from httpwwwconsumerreportsorgcromagazine-archive2011juneelectronics-computersstate-of-the-netfacebook-concernsindexhtm
ldquoComScore a firm that measures Internet traffic estimates that 36 million of Facebookrsquos 153 million monthly visitors in this country are under 12rdquo
ldquoParents 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 worldrdquo
Richtel M and Helft M (2011 March 11) Facebook Users Who Are Under Age Raise Concerns The New York Times Retrieved from httpwwwnytimescom
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 18
Facebook Youth Concerns
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 19
Youth on Smirnoff US Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 20
Youth on Smirnoff US Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 21
Youth on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 22
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 23
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 24
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 25
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 26
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 27
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 28
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 29
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 30
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 31
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 32
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 33
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 34
Youth on Captain Morgan USA Facebook Page
ldquoThe Facebook ad targeted Lawrence area youths who might be looking for a fake ID A total of 5246 people between the ages of 16 and 20 clicked on the adhelliprdquo
ldquoCoalition 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 studentsrdquo
Blakesley D (2011 February 26) No Faking Lawrence police cracking down on bogus IDs Lawrence Journal-World Retrieved from httpwww2ljworldcomnews2011feb26no-faking-lawrence-police-cracking-down-bogus-ids
ldquoAll the 225 profiles that were examined belonged to male undergraduate studentshellipMore than 68 of the profiles belonged to students who were under the legal US drinking agehelliprdquo
ldquoReferences to alcohol were present on 8533 of the profileshellipThe average number of alcohol references per profile was 85helliprdquo
Egan KG amp Moreno MA (2011 March 15) Alcohol References on Undergraduate Malesrsquo Facebook Profiles American Journal of Menrsquos Health 5(2) doi1011771557988310394341
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 35
Facebook Alcohol Concerns
ldquoFacebook claims the information they surrender to these companies is anonymous but itrsquos not Companies can combine the lsquoanonymizedrsquo 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 envyrdquo
Krishnamurthy B amp Wills CE (2010 January) On the leakage of personally identifiable information via online social networks ACM SIGCOMM Computer Communication Review 40(1) Retrieved from httpwebcswpiedu~cewpaperswosn09pdf
ldquoInformation about an individualrsquos 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 individualsrsquo SSNs and their birth data and found that for younger cohorts the correlation allows statistical inference of private SSNsrdquo
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 httpwwwpnasorgcontentearly200907020904891106fullpdf+html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 36
Facebook Privacy Concerns
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 37
Captain Morgan USA Brand Page on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 38
Fan Recruitment and Permission Marketing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 39
Number of Fans for Top Alcohol Brands on Facebook
Fans Growth (Last Month)
Heineken 1308995 +1148
Jack Danielrsquos Tennessee Whiskey 1126286 +735
Bud Light 1068945 +418
Dos Equis 1051066 +063
Budweiser 735073 +627
Jim Beam 707338 +1490
Smirnoff Ice 619736 +064
Captain Morgan USA 602668 +394
Absolut 595534 +212
Corona 484356 +279
TOTAL 8299997 +572
Source Facebook April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 40
Captain Morgan USA Brand Wall
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 41
Conversations With Joose
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 42
Conversations With Joose (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 43
Conversations With Joose (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 44
Interactions on Alcohol Brand Walls in January 2011
Brand Posts User ldquoLikesrdquo User Comments
Jack Danielrsquos Tennessee Whiskey 9 9211 1544
Bud Light 16 12611 2405
Heineken 13 21070 6400
Absolut 8 1845 248
Captain Morgan USA 51 23677 9010
Jim Beam 16 8076 1465
Corona 3 2191 438
Miller Lite 4 1329 334
Hennessy 11 6812 1431
Smirnoff US 27 11483 2677
TOTAL 158 98305 25952
Source Facebook February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 45
Annual Value of Facebook Fans for Top Alcohol Brands
Fans Annual Value
Heineken 1308995 $4712382
Jack Danielrsquos Tennessee Whiskey 1126286 $4054629
Bud Light 1068945 $3848202
Dos Equis 1051066 $3783837
Budweiser 735073 $2646262
Jim Beam 707338 $2546416
Smirnoff Ice 619736 $2231049
Captain Morgan USA 602668 $2169604
Absolut 595534 $2143922
Corona 484356 $1743681
TOTAL 8299997 $29879989
Based on $360 annual value of Facebook fan (Source Virtrue)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 46
Brand-Uploaded Photo Albums on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 47
User-Uploaded Photos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 48
Brand-Uploaded Videos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 49
User-Uploaded Videos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 50
Photos and Videos on Alcohol Brand Pages
Brand Photos Fan Photos Brand Videos Fan Videos
Jack Danielrsquos Tennessee Whiskey 784 2142 40 8
Bud Light 656 1116 24 25
Heineken 7400 625 65 0
Absolut 427 101 25 3
Captain Morgan USA 2108 1743 44 4
Jim Beam 121 534 33 0
Corona 20 1204 20 8
Miller Lite 605 412 6 0
Hennessy 1063 516 56 7
Smirnoff US 1576 121 50 0
TOTAL 14760 8514 363 55
Source Facebook February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 51
Fan Photo on Bud Light Lime Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 52
Fan Photo on Bud Light Lime Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 53
Brand-Uploaded Photo on Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 54
Brand-Uploaded Photo on Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 55
Fan Photo on Jack Danielrsquos Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 56
Brand Evangelism
Photo Credit ndash Fan Photo on Coors Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 57
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 58
Peer Advertising = Social Proof
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 59
Thousands of User-Generated Alcohol Brand-Oriented Pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 60
Team Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 61
Team Bud Light Facebook Page (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 62
Thousands of User-Generated Alcohol Brand-Oriented Groups
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 63
Thousands of User-Generated Alcohol Brand-Oriented Events
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 64
YouTube Demographics
Heineken Aims Its Ads at Young Digital Devotees
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 ldquoOpen your worldrdquo made its way onto TV in about 30 countries three months later but not before being viewed frequently online
ldquoThe Daterdquo has a different cast from ldquoThe Entrancerdquo and the plots diverge The new spot is about a young man on a wild date and the previous one is about a young manrsquos show-stopping arrival at a wild party
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 ndash or in place of ndash traditional means
This is particularly true for a beer brand like Heineken Its intended target audience is men ages 18 or 21 (depending on a countryrsquos legal minimum drinking age) to 34hellipMaking that even more appropriate for Heineken is a goal to reach a subset of younger men who are ldquoworldly cosmopolitanrdquo Mr Nasard said who ldquoover-index in Internet usagerdquo
Elliott S (2011 May 25) Heineken Aims Its Ads at Young Digital Devotees The New York Times Retrieved from httpwwwnytimescom20110526businessmedia26adcohtml
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 65
Heineken Targets Youth Viewers on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 66
Alcohol Brand Channels on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 67
How Many People Are Visiting Alcohol Brand Channels
of Videos Channel Views Upload Views
Malibu Rum 43 13962 153114
Absolut Vodka 39 1299817 3757718
Grey Goose Vodka 33 44118 383600
Heineken USA 21 119931 381953
Bacardi Superior 14 250493 206017
Captain Morgan 13 575040 603057
Smirnoff 12 279708 456692
Bud Light 5 26665 2679065
TOTAL 180 2609734 8621216
Source YouTube February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 68
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaign
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 69
Absolut Vodka ndash Advertising as Content
This Pornrsquos for You Budweiserrsquos Racy Web Ad
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 theyre being lauded for it
Last year Budweisers 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
Luscombe B (2009 June 4) This Pornrsquos for You Budweiserrsquos Racy Web Ad Time Retrieved from httpwwwtimecomtimeartsarticle08599190242000html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 70
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Swear Jar
Best Budlight Commercial Ever ndash Beer amp Porn
>
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 71
Bud Light Videos Shared on Blogs
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 72
Bud Light Videos Shared on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 73
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Title Username Views
Bud Light Super Bowl Commercial Too Racy for TV 1togrowon 3276358
Bud Light Super Bowl Commercial Too Controversial for TV 1togrowon 3108084
Best Budlight Commercial Ever ndash Beer amp Porn perrycomo92882 1133713
Bud Light ldquoCut The Cheeserdquo secret TV spot not on Super Bowl razzledog 737928
TOTAL 15654689
Source YouTube April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 74
Alcohol Brands on Twitter
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 75
Tweets Driving Purchase Intent
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 76
Tweets Driving Traffic to Other Social Media Content
Last month Tennessee-based distillery Jack Danielrsquos 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
Marjorie Dufek interactive marketing director at Brown Forman said Twitter reported ldquosignificantly higher than averagerdquo engagement rates for the campaign as well as greater use of the brand name within tweets than its advertisers usually experience
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
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
Marshall J (2011 May 3) Jack Danielrsquos Is First Spirits Brand to Buy Twitter Ads ClickZ Retrieved from httpwwwclickzcomclickznews2046786jack-daniels-spirits-brand-twitter-ads
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 77
ldquoThe advantage for us is that people see Jack Danielrsquos as a friend itrsquos a very social brand by nature We have an unprecedented opportunity to have real conversations with our consumers via social mediardquo
Marjorie Dufek Brown Forman
Jack Daniels Is First Spirits Brand to Buy
Twitter Ads
Paid Advertising on Twitter
Photo Credit ndash Fan Photo on Jack Daniels Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 78
Direct Impressions Generated by Alcohol Brands on Twitter
of Tweets Following Followers Estimated Impressions
Pabst Blue Ribbon 4543 349 1754 3984211
Smirnoff 2048 16631 15140 15503360
Stolichnaya 1590 1642 1857 1476315
HPNOTIQ 1460 1775 893 651890
Skyy Vodka 851 387 2057 875254
Bacardi 569 17985 20451 5818310
Bacon Vodka 436 2044 3577 779786
Dolce Touch Vodka 407 1512 1655 336793
Don Q Rum 353 1617 1322 233333
Absolut Vodka 288 327 1531 220464
TOTAL 12545 44179 48483 29879715
Based on linear follower growth
Source Twitter February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 79
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Hour
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 80
Smirnoff Photo Albums on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81
42888 Image Results for ldquoBud Lightrdquo on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
ldquohellipads may only be targeted tohellip[individuals] 21 years or older in the USrdquo
ldquoYou must ensure that your adshellipcomply with all applicable local laws and required or recommended industry codeshelliprdquo
ldquoYou must ensure that your alcohol ads neverhellipinclude content that is intended to appeal to anyone younger than the permissible targeted age grouphelliprdquo
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 14
Facebook Features and Advertising Guidelines
DISCUS InternetDigital Buying Guideline
ldquohellipapplies 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)rdquo
Beer Institute Internet Buying Guidelines
ldquoThe demographic standard in Guidelines 3c of the Code applies to all paid and bonus placements by brewers on internet Web sites operated by othersrdquo
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 15
Industry Codes Dictate 70 of Audience Must Be Above LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 16
Facebook Demographics
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 17
Changing Your Age on Facebook (Video)
>
ldquoOf the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the siterdquo
ldquoAmong young users more than 5 million were 10 and under and their accounts were largely unsupervised by their parentsrdquo
That Facebook friend might be 10 years old and other troubling news (2011 June) Consumer Reports Retrieved from httpwwwconsumerreportsorgcromagazine-archive2011juneelectronics-computersstate-of-the-netfacebook-concernsindexhtm
ldquoComScore a firm that measures Internet traffic estimates that 36 million of Facebookrsquos 153 million monthly visitors in this country are under 12rdquo
ldquoParents 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 worldrdquo
Richtel M and Helft M (2011 March 11) Facebook Users Who Are Under Age Raise Concerns The New York Times Retrieved from httpwwwnytimescom
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 18
Facebook Youth Concerns
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 19
Youth on Smirnoff US Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 20
Youth on Smirnoff US Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 21
Youth on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 22
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 23
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 24
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 25
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 26
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 27
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 28
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 29
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 30
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 31
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 32
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 33
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 34
Youth on Captain Morgan USA Facebook Page
ldquoThe Facebook ad targeted Lawrence area youths who might be looking for a fake ID A total of 5246 people between the ages of 16 and 20 clicked on the adhelliprdquo
ldquoCoalition 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 studentsrdquo
Blakesley D (2011 February 26) No Faking Lawrence police cracking down on bogus IDs Lawrence Journal-World Retrieved from httpwww2ljworldcomnews2011feb26no-faking-lawrence-police-cracking-down-bogus-ids
ldquoAll the 225 profiles that were examined belonged to male undergraduate studentshellipMore than 68 of the profiles belonged to students who were under the legal US drinking agehelliprdquo
ldquoReferences to alcohol were present on 8533 of the profileshellipThe average number of alcohol references per profile was 85helliprdquo
Egan KG amp Moreno MA (2011 March 15) Alcohol References on Undergraduate Malesrsquo Facebook Profiles American Journal of Menrsquos Health 5(2) doi1011771557988310394341
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 35
Facebook Alcohol Concerns
ldquoFacebook claims the information they surrender to these companies is anonymous but itrsquos not Companies can combine the lsquoanonymizedrsquo 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 envyrdquo
Krishnamurthy B amp Wills CE (2010 January) On the leakage of personally identifiable information via online social networks ACM SIGCOMM Computer Communication Review 40(1) Retrieved from httpwebcswpiedu~cewpaperswosn09pdf
ldquoInformation about an individualrsquos 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 individualsrsquo SSNs and their birth data and found that for younger cohorts the correlation allows statistical inference of private SSNsrdquo
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 httpwwwpnasorgcontentearly200907020904891106fullpdf+html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 36
Facebook Privacy Concerns
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 37
Captain Morgan USA Brand Page on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 38
Fan Recruitment and Permission Marketing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 39
Number of Fans for Top Alcohol Brands on Facebook
Fans Growth (Last Month)
Heineken 1308995 +1148
Jack Danielrsquos Tennessee Whiskey 1126286 +735
Bud Light 1068945 +418
Dos Equis 1051066 +063
Budweiser 735073 +627
Jim Beam 707338 +1490
Smirnoff Ice 619736 +064
Captain Morgan USA 602668 +394
Absolut 595534 +212
Corona 484356 +279
TOTAL 8299997 +572
Source Facebook April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 40
Captain Morgan USA Brand Wall
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 41
Conversations With Joose
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 42
Conversations With Joose (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 43
Conversations With Joose (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 44
Interactions on Alcohol Brand Walls in January 2011
Brand Posts User ldquoLikesrdquo User Comments
Jack Danielrsquos Tennessee Whiskey 9 9211 1544
Bud Light 16 12611 2405
Heineken 13 21070 6400
Absolut 8 1845 248
Captain Morgan USA 51 23677 9010
Jim Beam 16 8076 1465
Corona 3 2191 438
Miller Lite 4 1329 334
Hennessy 11 6812 1431
Smirnoff US 27 11483 2677
TOTAL 158 98305 25952
Source Facebook February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 45
Annual Value of Facebook Fans for Top Alcohol Brands
Fans Annual Value
Heineken 1308995 $4712382
Jack Danielrsquos Tennessee Whiskey 1126286 $4054629
Bud Light 1068945 $3848202
Dos Equis 1051066 $3783837
Budweiser 735073 $2646262
Jim Beam 707338 $2546416
Smirnoff Ice 619736 $2231049
Captain Morgan USA 602668 $2169604
Absolut 595534 $2143922
Corona 484356 $1743681
TOTAL 8299997 $29879989
Based on $360 annual value of Facebook fan (Source Virtrue)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 46
Brand-Uploaded Photo Albums on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 47
User-Uploaded Photos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 48
Brand-Uploaded Videos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 49
User-Uploaded Videos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 50
Photos and Videos on Alcohol Brand Pages
Brand Photos Fan Photos Brand Videos Fan Videos
Jack Danielrsquos Tennessee Whiskey 784 2142 40 8
Bud Light 656 1116 24 25
Heineken 7400 625 65 0
Absolut 427 101 25 3
Captain Morgan USA 2108 1743 44 4
Jim Beam 121 534 33 0
Corona 20 1204 20 8
Miller Lite 605 412 6 0
Hennessy 1063 516 56 7
Smirnoff US 1576 121 50 0
TOTAL 14760 8514 363 55
Source Facebook February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 51
Fan Photo on Bud Light Lime Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 52
Fan Photo on Bud Light Lime Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 53
Brand-Uploaded Photo on Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 54
Brand-Uploaded Photo on Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 55
Fan Photo on Jack Danielrsquos Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 56
Brand Evangelism
Photo Credit ndash Fan Photo on Coors Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 57
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 58
Peer Advertising = Social Proof
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 59
Thousands of User-Generated Alcohol Brand-Oriented Pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 60
Team Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 61
Team Bud Light Facebook Page (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 62
Thousands of User-Generated Alcohol Brand-Oriented Groups
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 63
Thousands of User-Generated Alcohol Brand-Oriented Events
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 64
YouTube Demographics
Heineken Aims Its Ads at Young Digital Devotees
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 ldquoOpen your worldrdquo made its way onto TV in about 30 countries three months later but not before being viewed frequently online
ldquoThe Daterdquo has a different cast from ldquoThe Entrancerdquo and the plots diverge The new spot is about a young man on a wild date and the previous one is about a young manrsquos show-stopping arrival at a wild party
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 ndash or in place of ndash traditional means
This is particularly true for a beer brand like Heineken Its intended target audience is men ages 18 or 21 (depending on a countryrsquos legal minimum drinking age) to 34hellipMaking that even more appropriate for Heineken is a goal to reach a subset of younger men who are ldquoworldly cosmopolitanrdquo Mr Nasard said who ldquoover-index in Internet usagerdquo
Elliott S (2011 May 25) Heineken Aims Its Ads at Young Digital Devotees The New York Times Retrieved from httpwwwnytimescom20110526businessmedia26adcohtml
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 65
Heineken Targets Youth Viewers on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 66
Alcohol Brand Channels on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 67
How Many People Are Visiting Alcohol Brand Channels
of Videos Channel Views Upload Views
Malibu Rum 43 13962 153114
Absolut Vodka 39 1299817 3757718
Grey Goose Vodka 33 44118 383600
Heineken USA 21 119931 381953
Bacardi Superior 14 250493 206017
Captain Morgan 13 575040 603057
Smirnoff 12 279708 456692
Bud Light 5 26665 2679065
TOTAL 180 2609734 8621216
Source YouTube February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 68
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaign
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 69
Absolut Vodka ndash Advertising as Content
This Pornrsquos for You Budweiserrsquos Racy Web Ad
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 theyre being lauded for it
Last year Budweisers 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
Luscombe B (2009 June 4) This Pornrsquos for You Budweiserrsquos Racy Web Ad Time Retrieved from httpwwwtimecomtimeartsarticle08599190242000html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 70
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Swear Jar
Best Budlight Commercial Ever ndash Beer amp Porn
>
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 71
Bud Light Videos Shared on Blogs
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 72
Bud Light Videos Shared on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 73
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Title Username Views
Bud Light Super Bowl Commercial Too Racy for TV 1togrowon 3276358
Bud Light Super Bowl Commercial Too Controversial for TV 1togrowon 3108084
Best Budlight Commercial Ever ndash Beer amp Porn perrycomo92882 1133713
Bud Light ldquoCut The Cheeserdquo secret TV spot not on Super Bowl razzledog 737928
TOTAL 15654689
Source YouTube April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 74
Alcohol Brands on Twitter
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 75
Tweets Driving Purchase Intent
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 76
Tweets Driving Traffic to Other Social Media Content
Last month Tennessee-based distillery Jack Danielrsquos 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
Marjorie Dufek interactive marketing director at Brown Forman said Twitter reported ldquosignificantly higher than averagerdquo engagement rates for the campaign as well as greater use of the brand name within tweets than its advertisers usually experience
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
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
Marshall J (2011 May 3) Jack Danielrsquos Is First Spirits Brand to Buy Twitter Ads ClickZ Retrieved from httpwwwclickzcomclickznews2046786jack-daniels-spirits-brand-twitter-ads
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 77
ldquoThe advantage for us is that people see Jack Danielrsquos as a friend itrsquos a very social brand by nature We have an unprecedented opportunity to have real conversations with our consumers via social mediardquo
Marjorie Dufek Brown Forman
Jack Daniels Is First Spirits Brand to Buy
Twitter Ads
Paid Advertising on Twitter
Photo Credit ndash Fan Photo on Jack Daniels Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 78
Direct Impressions Generated by Alcohol Brands on Twitter
of Tweets Following Followers Estimated Impressions
Pabst Blue Ribbon 4543 349 1754 3984211
Smirnoff 2048 16631 15140 15503360
Stolichnaya 1590 1642 1857 1476315
HPNOTIQ 1460 1775 893 651890
Skyy Vodka 851 387 2057 875254
Bacardi 569 17985 20451 5818310
Bacon Vodka 436 2044 3577 779786
Dolce Touch Vodka 407 1512 1655 336793
Don Q Rum 353 1617 1322 233333
Absolut Vodka 288 327 1531 220464
TOTAL 12545 44179 48483 29879715
Based on linear follower growth
Source Twitter February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 79
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Hour
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 80
Smirnoff Photo Albums on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81
42888 Image Results for ldquoBud Lightrdquo on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
DISCUS InternetDigital Buying Guideline
ldquohellipapplies 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)rdquo
Beer Institute Internet Buying Guidelines
ldquoThe demographic standard in Guidelines 3c of the Code applies to all paid and bonus placements by brewers on internet Web sites operated by othersrdquo
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 15
Industry Codes Dictate 70 of Audience Must Be Above LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 16
Facebook Demographics
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 17
Changing Your Age on Facebook (Video)
>
ldquoOf the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the siterdquo
ldquoAmong young users more than 5 million were 10 and under and their accounts were largely unsupervised by their parentsrdquo
That Facebook friend might be 10 years old and other troubling news (2011 June) Consumer Reports Retrieved from httpwwwconsumerreportsorgcromagazine-archive2011juneelectronics-computersstate-of-the-netfacebook-concernsindexhtm
ldquoComScore a firm that measures Internet traffic estimates that 36 million of Facebookrsquos 153 million monthly visitors in this country are under 12rdquo
ldquoParents 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 worldrdquo
Richtel M and Helft M (2011 March 11) Facebook Users Who Are Under Age Raise Concerns The New York Times Retrieved from httpwwwnytimescom
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 18
Facebook Youth Concerns
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 19
Youth on Smirnoff US Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 20
Youth on Smirnoff US Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 21
Youth on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 22
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 23
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 24
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 25
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 26
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 27
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 28
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 29
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 30
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 31
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 32
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 33
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 34
Youth on Captain Morgan USA Facebook Page
ldquoThe Facebook ad targeted Lawrence area youths who might be looking for a fake ID A total of 5246 people between the ages of 16 and 20 clicked on the adhelliprdquo
ldquoCoalition 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 studentsrdquo
Blakesley D (2011 February 26) No Faking Lawrence police cracking down on bogus IDs Lawrence Journal-World Retrieved from httpwww2ljworldcomnews2011feb26no-faking-lawrence-police-cracking-down-bogus-ids
ldquoAll the 225 profiles that were examined belonged to male undergraduate studentshellipMore than 68 of the profiles belonged to students who were under the legal US drinking agehelliprdquo
ldquoReferences to alcohol were present on 8533 of the profileshellipThe average number of alcohol references per profile was 85helliprdquo
Egan KG amp Moreno MA (2011 March 15) Alcohol References on Undergraduate Malesrsquo Facebook Profiles American Journal of Menrsquos Health 5(2) doi1011771557988310394341
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 35
Facebook Alcohol Concerns
ldquoFacebook claims the information they surrender to these companies is anonymous but itrsquos not Companies can combine the lsquoanonymizedrsquo 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 envyrdquo
Krishnamurthy B amp Wills CE (2010 January) On the leakage of personally identifiable information via online social networks ACM SIGCOMM Computer Communication Review 40(1) Retrieved from httpwebcswpiedu~cewpaperswosn09pdf
ldquoInformation about an individualrsquos 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 individualsrsquo SSNs and their birth data and found that for younger cohorts the correlation allows statistical inference of private SSNsrdquo
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 httpwwwpnasorgcontentearly200907020904891106fullpdf+html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 36
Facebook Privacy Concerns
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 37
Captain Morgan USA Brand Page on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 38
Fan Recruitment and Permission Marketing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 39
Number of Fans for Top Alcohol Brands on Facebook
Fans Growth (Last Month)
Heineken 1308995 +1148
Jack Danielrsquos Tennessee Whiskey 1126286 +735
Bud Light 1068945 +418
Dos Equis 1051066 +063
Budweiser 735073 +627
Jim Beam 707338 +1490
Smirnoff Ice 619736 +064
Captain Morgan USA 602668 +394
Absolut 595534 +212
Corona 484356 +279
TOTAL 8299997 +572
Source Facebook April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 40
Captain Morgan USA Brand Wall
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 41
Conversations With Joose
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 42
Conversations With Joose (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 43
Conversations With Joose (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 44
Interactions on Alcohol Brand Walls in January 2011
Brand Posts User ldquoLikesrdquo User Comments
Jack Danielrsquos Tennessee Whiskey 9 9211 1544
Bud Light 16 12611 2405
Heineken 13 21070 6400
Absolut 8 1845 248
Captain Morgan USA 51 23677 9010
Jim Beam 16 8076 1465
Corona 3 2191 438
Miller Lite 4 1329 334
Hennessy 11 6812 1431
Smirnoff US 27 11483 2677
TOTAL 158 98305 25952
Source Facebook February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 45
Annual Value of Facebook Fans for Top Alcohol Brands
Fans Annual Value
Heineken 1308995 $4712382
Jack Danielrsquos Tennessee Whiskey 1126286 $4054629
Bud Light 1068945 $3848202
Dos Equis 1051066 $3783837
Budweiser 735073 $2646262
Jim Beam 707338 $2546416
Smirnoff Ice 619736 $2231049
Captain Morgan USA 602668 $2169604
Absolut 595534 $2143922
Corona 484356 $1743681
TOTAL 8299997 $29879989
Based on $360 annual value of Facebook fan (Source Virtrue)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 46
Brand-Uploaded Photo Albums on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 47
User-Uploaded Photos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 48
Brand-Uploaded Videos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 49
User-Uploaded Videos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 50
Photos and Videos on Alcohol Brand Pages
Brand Photos Fan Photos Brand Videos Fan Videos
Jack Danielrsquos Tennessee Whiskey 784 2142 40 8
Bud Light 656 1116 24 25
Heineken 7400 625 65 0
Absolut 427 101 25 3
Captain Morgan USA 2108 1743 44 4
Jim Beam 121 534 33 0
Corona 20 1204 20 8
Miller Lite 605 412 6 0
Hennessy 1063 516 56 7
Smirnoff US 1576 121 50 0
TOTAL 14760 8514 363 55
Source Facebook February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 51
Fan Photo on Bud Light Lime Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 52
Fan Photo on Bud Light Lime Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 53
Brand-Uploaded Photo on Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 54
Brand-Uploaded Photo on Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 55
Fan Photo on Jack Danielrsquos Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 56
Brand Evangelism
Photo Credit ndash Fan Photo on Coors Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 57
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 58
Peer Advertising = Social Proof
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 59
Thousands of User-Generated Alcohol Brand-Oriented Pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 60
Team Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 61
Team Bud Light Facebook Page (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 62
Thousands of User-Generated Alcohol Brand-Oriented Groups
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 63
Thousands of User-Generated Alcohol Brand-Oriented Events
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 64
YouTube Demographics
Heineken Aims Its Ads at Young Digital Devotees
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 ldquoOpen your worldrdquo made its way onto TV in about 30 countries three months later but not before being viewed frequently online
ldquoThe Daterdquo has a different cast from ldquoThe Entrancerdquo and the plots diverge The new spot is about a young man on a wild date and the previous one is about a young manrsquos show-stopping arrival at a wild party
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 ndash or in place of ndash traditional means
This is particularly true for a beer brand like Heineken Its intended target audience is men ages 18 or 21 (depending on a countryrsquos legal minimum drinking age) to 34hellipMaking that even more appropriate for Heineken is a goal to reach a subset of younger men who are ldquoworldly cosmopolitanrdquo Mr Nasard said who ldquoover-index in Internet usagerdquo
Elliott S (2011 May 25) Heineken Aims Its Ads at Young Digital Devotees The New York Times Retrieved from httpwwwnytimescom20110526businessmedia26adcohtml
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 65
Heineken Targets Youth Viewers on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 66
Alcohol Brand Channels on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 67
How Many People Are Visiting Alcohol Brand Channels
of Videos Channel Views Upload Views
Malibu Rum 43 13962 153114
Absolut Vodka 39 1299817 3757718
Grey Goose Vodka 33 44118 383600
Heineken USA 21 119931 381953
Bacardi Superior 14 250493 206017
Captain Morgan 13 575040 603057
Smirnoff 12 279708 456692
Bud Light 5 26665 2679065
TOTAL 180 2609734 8621216
Source YouTube February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 68
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaign
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 69
Absolut Vodka ndash Advertising as Content
This Pornrsquos for You Budweiserrsquos Racy Web Ad
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 theyre being lauded for it
Last year Budweisers 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
Luscombe B (2009 June 4) This Pornrsquos for You Budweiserrsquos Racy Web Ad Time Retrieved from httpwwwtimecomtimeartsarticle08599190242000html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 70
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Swear Jar
Best Budlight Commercial Ever ndash Beer amp Porn
>
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 71
Bud Light Videos Shared on Blogs
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 72
Bud Light Videos Shared on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 73
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Title Username Views
Bud Light Super Bowl Commercial Too Racy for TV 1togrowon 3276358
Bud Light Super Bowl Commercial Too Controversial for TV 1togrowon 3108084
Best Budlight Commercial Ever ndash Beer amp Porn perrycomo92882 1133713
Bud Light ldquoCut The Cheeserdquo secret TV spot not on Super Bowl razzledog 737928
TOTAL 15654689
Source YouTube April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 74
Alcohol Brands on Twitter
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 75
Tweets Driving Purchase Intent
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 76
Tweets Driving Traffic to Other Social Media Content
Last month Tennessee-based distillery Jack Danielrsquos 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
Marjorie Dufek interactive marketing director at Brown Forman said Twitter reported ldquosignificantly higher than averagerdquo engagement rates for the campaign as well as greater use of the brand name within tweets than its advertisers usually experience
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
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
Marshall J (2011 May 3) Jack Danielrsquos Is First Spirits Brand to Buy Twitter Ads ClickZ Retrieved from httpwwwclickzcomclickznews2046786jack-daniels-spirits-brand-twitter-ads
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 77
ldquoThe advantage for us is that people see Jack Danielrsquos as a friend itrsquos a very social brand by nature We have an unprecedented opportunity to have real conversations with our consumers via social mediardquo
Marjorie Dufek Brown Forman
Jack Daniels Is First Spirits Brand to Buy
Twitter Ads
Paid Advertising on Twitter
Photo Credit ndash Fan Photo on Jack Daniels Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 78
Direct Impressions Generated by Alcohol Brands on Twitter
of Tweets Following Followers Estimated Impressions
Pabst Blue Ribbon 4543 349 1754 3984211
Smirnoff 2048 16631 15140 15503360
Stolichnaya 1590 1642 1857 1476315
HPNOTIQ 1460 1775 893 651890
Skyy Vodka 851 387 2057 875254
Bacardi 569 17985 20451 5818310
Bacon Vodka 436 2044 3577 779786
Dolce Touch Vodka 407 1512 1655 336793
Don Q Rum 353 1617 1322 233333
Absolut Vodka 288 327 1531 220464
TOTAL 12545 44179 48483 29879715
Based on linear follower growth
Source Twitter February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 79
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Hour
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 80
Smirnoff Photo Albums on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81
42888 Image Results for ldquoBud Lightrdquo on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 16
Facebook Demographics
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 17
Changing Your Age on Facebook (Video)
>
ldquoOf the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the siterdquo
ldquoAmong young users more than 5 million were 10 and under and their accounts were largely unsupervised by their parentsrdquo
That Facebook friend might be 10 years old and other troubling news (2011 June) Consumer Reports Retrieved from httpwwwconsumerreportsorgcromagazine-archive2011juneelectronics-computersstate-of-the-netfacebook-concernsindexhtm
ldquoComScore a firm that measures Internet traffic estimates that 36 million of Facebookrsquos 153 million monthly visitors in this country are under 12rdquo
ldquoParents 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 worldrdquo
Richtel M and Helft M (2011 March 11) Facebook Users Who Are Under Age Raise Concerns The New York Times Retrieved from httpwwwnytimescom
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 18
Facebook Youth Concerns
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 19
Youth on Smirnoff US Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 20
Youth on Smirnoff US Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 21
Youth on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 22
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 23
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 24
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 25
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 26
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 27
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 28
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 29
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 30
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 31
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 32
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 33
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 34
Youth on Captain Morgan USA Facebook Page
ldquoThe Facebook ad targeted Lawrence area youths who might be looking for a fake ID A total of 5246 people between the ages of 16 and 20 clicked on the adhelliprdquo
ldquoCoalition 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 studentsrdquo
Blakesley D (2011 February 26) No Faking Lawrence police cracking down on bogus IDs Lawrence Journal-World Retrieved from httpwww2ljworldcomnews2011feb26no-faking-lawrence-police-cracking-down-bogus-ids
ldquoAll the 225 profiles that were examined belonged to male undergraduate studentshellipMore than 68 of the profiles belonged to students who were under the legal US drinking agehelliprdquo
ldquoReferences to alcohol were present on 8533 of the profileshellipThe average number of alcohol references per profile was 85helliprdquo
Egan KG amp Moreno MA (2011 March 15) Alcohol References on Undergraduate Malesrsquo Facebook Profiles American Journal of Menrsquos Health 5(2) doi1011771557988310394341
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 35
Facebook Alcohol Concerns
ldquoFacebook claims the information they surrender to these companies is anonymous but itrsquos not Companies can combine the lsquoanonymizedrsquo 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 envyrdquo
Krishnamurthy B amp Wills CE (2010 January) On the leakage of personally identifiable information via online social networks ACM SIGCOMM Computer Communication Review 40(1) Retrieved from httpwebcswpiedu~cewpaperswosn09pdf
ldquoInformation about an individualrsquos 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 individualsrsquo SSNs and their birth data and found that for younger cohorts the correlation allows statistical inference of private SSNsrdquo
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 httpwwwpnasorgcontentearly200907020904891106fullpdf+html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 36
Facebook Privacy Concerns
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 37
Captain Morgan USA Brand Page on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 38
Fan Recruitment and Permission Marketing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 39
Number of Fans for Top Alcohol Brands on Facebook
Fans Growth (Last Month)
Heineken 1308995 +1148
Jack Danielrsquos Tennessee Whiskey 1126286 +735
Bud Light 1068945 +418
Dos Equis 1051066 +063
Budweiser 735073 +627
Jim Beam 707338 +1490
Smirnoff Ice 619736 +064
Captain Morgan USA 602668 +394
Absolut 595534 +212
Corona 484356 +279
TOTAL 8299997 +572
Source Facebook April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 40
Captain Morgan USA Brand Wall
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 41
Conversations With Joose
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 42
Conversations With Joose (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 43
Conversations With Joose (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 44
Interactions on Alcohol Brand Walls in January 2011
Brand Posts User ldquoLikesrdquo User Comments
Jack Danielrsquos Tennessee Whiskey 9 9211 1544
Bud Light 16 12611 2405
Heineken 13 21070 6400
Absolut 8 1845 248
Captain Morgan USA 51 23677 9010
Jim Beam 16 8076 1465
Corona 3 2191 438
Miller Lite 4 1329 334
Hennessy 11 6812 1431
Smirnoff US 27 11483 2677
TOTAL 158 98305 25952
Source Facebook February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 45
Annual Value of Facebook Fans for Top Alcohol Brands
Fans Annual Value
Heineken 1308995 $4712382
Jack Danielrsquos Tennessee Whiskey 1126286 $4054629
Bud Light 1068945 $3848202
Dos Equis 1051066 $3783837
Budweiser 735073 $2646262
Jim Beam 707338 $2546416
Smirnoff Ice 619736 $2231049
Captain Morgan USA 602668 $2169604
Absolut 595534 $2143922
Corona 484356 $1743681
TOTAL 8299997 $29879989
Based on $360 annual value of Facebook fan (Source Virtrue)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 46
Brand-Uploaded Photo Albums on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 47
User-Uploaded Photos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 48
Brand-Uploaded Videos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 49
User-Uploaded Videos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 50
Photos and Videos on Alcohol Brand Pages
Brand Photos Fan Photos Brand Videos Fan Videos
Jack Danielrsquos Tennessee Whiskey 784 2142 40 8
Bud Light 656 1116 24 25
Heineken 7400 625 65 0
Absolut 427 101 25 3
Captain Morgan USA 2108 1743 44 4
Jim Beam 121 534 33 0
Corona 20 1204 20 8
Miller Lite 605 412 6 0
Hennessy 1063 516 56 7
Smirnoff US 1576 121 50 0
TOTAL 14760 8514 363 55
Source Facebook February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 51
Fan Photo on Bud Light Lime Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 52
Fan Photo on Bud Light Lime Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 53
Brand-Uploaded Photo on Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 54
Brand-Uploaded Photo on Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 55
Fan Photo on Jack Danielrsquos Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 56
Brand Evangelism
Photo Credit ndash Fan Photo on Coors Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 57
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 58
Peer Advertising = Social Proof
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 59
Thousands of User-Generated Alcohol Brand-Oriented Pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 60
Team Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 61
Team Bud Light Facebook Page (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 62
Thousands of User-Generated Alcohol Brand-Oriented Groups
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 63
Thousands of User-Generated Alcohol Brand-Oriented Events
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 64
YouTube Demographics
Heineken Aims Its Ads at Young Digital Devotees
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 ldquoOpen your worldrdquo made its way onto TV in about 30 countries three months later but not before being viewed frequently online
ldquoThe Daterdquo has a different cast from ldquoThe Entrancerdquo and the plots diverge The new spot is about a young man on a wild date and the previous one is about a young manrsquos show-stopping arrival at a wild party
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 ndash or in place of ndash traditional means
This is particularly true for a beer brand like Heineken Its intended target audience is men ages 18 or 21 (depending on a countryrsquos legal minimum drinking age) to 34hellipMaking that even more appropriate for Heineken is a goal to reach a subset of younger men who are ldquoworldly cosmopolitanrdquo Mr Nasard said who ldquoover-index in Internet usagerdquo
Elliott S (2011 May 25) Heineken Aims Its Ads at Young Digital Devotees The New York Times Retrieved from httpwwwnytimescom20110526businessmedia26adcohtml
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 65
Heineken Targets Youth Viewers on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 66
Alcohol Brand Channels on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 67
How Many People Are Visiting Alcohol Brand Channels
of Videos Channel Views Upload Views
Malibu Rum 43 13962 153114
Absolut Vodka 39 1299817 3757718
Grey Goose Vodka 33 44118 383600
Heineken USA 21 119931 381953
Bacardi Superior 14 250493 206017
Captain Morgan 13 575040 603057
Smirnoff 12 279708 456692
Bud Light 5 26665 2679065
TOTAL 180 2609734 8621216
Source YouTube February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 68
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaign
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 69
Absolut Vodka ndash Advertising as Content
This Pornrsquos for You Budweiserrsquos Racy Web Ad
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 theyre being lauded for it
Last year Budweisers 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
Luscombe B (2009 June 4) This Pornrsquos for You Budweiserrsquos Racy Web Ad Time Retrieved from httpwwwtimecomtimeartsarticle08599190242000html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 70
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Swear Jar
Best Budlight Commercial Ever ndash Beer amp Porn
>
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 71
Bud Light Videos Shared on Blogs
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 72
Bud Light Videos Shared on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 73
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Title Username Views
Bud Light Super Bowl Commercial Too Racy for TV 1togrowon 3276358
Bud Light Super Bowl Commercial Too Controversial for TV 1togrowon 3108084
Best Budlight Commercial Ever ndash Beer amp Porn perrycomo92882 1133713
Bud Light ldquoCut The Cheeserdquo secret TV spot not on Super Bowl razzledog 737928
TOTAL 15654689
Source YouTube April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 74
Alcohol Brands on Twitter
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 75
Tweets Driving Purchase Intent
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 76
Tweets Driving Traffic to Other Social Media Content
Last month Tennessee-based distillery Jack Danielrsquos 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
Marjorie Dufek interactive marketing director at Brown Forman said Twitter reported ldquosignificantly higher than averagerdquo engagement rates for the campaign as well as greater use of the brand name within tweets than its advertisers usually experience
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
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
Marshall J (2011 May 3) Jack Danielrsquos Is First Spirits Brand to Buy Twitter Ads ClickZ Retrieved from httpwwwclickzcomclickznews2046786jack-daniels-spirits-brand-twitter-ads
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 77
ldquoThe advantage for us is that people see Jack Danielrsquos as a friend itrsquos a very social brand by nature We have an unprecedented opportunity to have real conversations with our consumers via social mediardquo
Marjorie Dufek Brown Forman
Jack Daniels Is First Spirits Brand to Buy
Twitter Ads
Paid Advertising on Twitter
Photo Credit ndash Fan Photo on Jack Daniels Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 78
Direct Impressions Generated by Alcohol Brands on Twitter
of Tweets Following Followers Estimated Impressions
Pabst Blue Ribbon 4543 349 1754 3984211
Smirnoff 2048 16631 15140 15503360
Stolichnaya 1590 1642 1857 1476315
HPNOTIQ 1460 1775 893 651890
Skyy Vodka 851 387 2057 875254
Bacardi 569 17985 20451 5818310
Bacon Vodka 436 2044 3577 779786
Dolce Touch Vodka 407 1512 1655 336793
Don Q Rum 353 1617 1322 233333
Absolut Vodka 288 327 1531 220464
TOTAL 12545 44179 48483 29879715
Based on linear follower growth
Source Twitter February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 79
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Hour
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 80
Smirnoff Photo Albums on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81
42888 Image Results for ldquoBud Lightrdquo on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 17
Changing Your Age on Facebook (Video)
>
ldquoOf the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the siterdquo
ldquoAmong young users more than 5 million were 10 and under and their accounts were largely unsupervised by their parentsrdquo
That Facebook friend might be 10 years old and other troubling news (2011 June) Consumer Reports Retrieved from httpwwwconsumerreportsorgcromagazine-archive2011juneelectronics-computersstate-of-the-netfacebook-concernsindexhtm
ldquoComScore a firm that measures Internet traffic estimates that 36 million of Facebookrsquos 153 million monthly visitors in this country are under 12rdquo
ldquoParents 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 worldrdquo
Richtel M and Helft M (2011 March 11) Facebook Users Who Are Under Age Raise Concerns The New York Times Retrieved from httpwwwnytimescom
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 18
Facebook Youth Concerns
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 19
Youth on Smirnoff US Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 20
Youth on Smirnoff US Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 21
Youth on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 22
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 23
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 24
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 25
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 26
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 27
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 28
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 29
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 30
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 31
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 32
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 33
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 34
Youth on Captain Morgan USA Facebook Page
ldquoThe Facebook ad targeted Lawrence area youths who might be looking for a fake ID A total of 5246 people between the ages of 16 and 20 clicked on the adhelliprdquo
ldquoCoalition 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 studentsrdquo
Blakesley D (2011 February 26) No Faking Lawrence police cracking down on bogus IDs Lawrence Journal-World Retrieved from httpwww2ljworldcomnews2011feb26no-faking-lawrence-police-cracking-down-bogus-ids
ldquoAll the 225 profiles that were examined belonged to male undergraduate studentshellipMore than 68 of the profiles belonged to students who were under the legal US drinking agehelliprdquo
ldquoReferences to alcohol were present on 8533 of the profileshellipThe average number of alcohol references per profile was 85helliprdquo
Egan KG amp Moreno MA (2011 March 15) Alcohol References on Undergraduate Malesrsquo Facebook Profiles American Journal of Menrsquos Health 5(2) doi1011771557988310394341
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 35
Facebook Alcohol Concerns
ldquoFacebook claims the information they surrender to these companies is anonymous but itrsquos not Companies can combine the lsquoanonymizedrsquo 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 envyrdquo
Krishnamurthy B amp Wills CE (2010 January) On the leakage of personally identifiable information via online social networks ACM SIGCOMM Computer Communication Review 40(1) Retrieved from httpwebcswpiedu~cewpaperswosn09pdf
ldquoInformation about an individualrsquos 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 individualsrsquo SSNs and their birth data and found that for younger cohorts the correlation allows statistical inference of private SSNsrdquo
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 httpwwwpnasorgcontentearly200907020904891106fullpdf+html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 36
Facebook Privacy Concerns
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 37
Captain Morgan USA Brand Page on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 38
Fan Recruitment and Permission Marketing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 39
Number of Fans for Top Alcohol Brands on Facebook
Fans Growth (Last Month)
Heineken 1308995 +1148
Jack Danielrsquos Tennessee Whiskey 1126286 +735
Bud Light 1068945 +418
Dos Equis 1051066 +063
Budweiser 735073 +627
Jim Beam 707338 +1490
Smirnoff Ice 619736 +064
Captain Morgan USA 602668 +394
Absolut 595534 +212
Corona 484356 +279
TOTAL 8299997 +572
Source Facebook April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 40
Captain Morgan USA Brand Wall
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 41
Conversations With Joose
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 42
Conversations With Joose (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 43
Conversations With Joose (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 44
Interactions on Alcohol Brand Walls in January 2011
Brand Posts User ldquoLikesrdquo User Comments
Jack Danielrsquos Tennessee Whiskey 9 9211 1544
Bud Light 16 12611 2405
Heineken 13 21070 6400
Absolut 8 1845 248
Captain Morgan USA 51 23677 9010
Jim Beam 16 8076 1465
Corona 3 2191 438
Miller Lite 4 1329 334
Hennessy 11 6812 1431
Smirnoff US 27 11483 2677
TOTAL 158 98305 25952
Source Facebook February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 45
Annual Value of Facebook Fans for Top Alcohol Brands
Fans Annual Value
Heineken 1308995 $4712382
Jack Danielrsquos Tennessee Whiskey 1126286 $4054629
Bud Light 1068945 $3848202
Dos Equis 1051066 $3783837
Budweiser 735073 $2646262
Jim Beam 707338 $2546416
Smirnoff Ice 619736 $2231049
Captain Morgan USA 602668 $2169604
Absolut 595534 $2143922
Corona 484356 $1743681
TOTAL 8299997 $29879989
Based on $360 annual value of Facebook fan (Source Virtrue)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 46
Brand-Uploaded Photo Albums on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 47
User-Uploaded Photos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 48
Brand-Uploaded Videos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 49
User-Uploaded Videos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 50
Photos and Videos on Alcohol Brand Pages
Brand Photos Fan Photos Brand Videos Fan Videos
Jack Danielrsquos Tennessee Whiskey 784 2142 40 8
Bud Light 656 1116 24 25
Heineken 7400 625 65 0
Absolut 427 101 25 3
Captain Morgan USA 2108 1743 44 4
Jim Beam 121 534 33 0
Corona 20 1204 20 8
Miller Lite 605 412 6 0
Hennessy 1063 516 56 7
Smirnoff US 1576 121 50 0
TOTAL 14760 8514 363 55
Source Facebook February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 51
Fan Photo on Bud Light Lime Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 52
Fan Photo on Bud Light Lime Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 53
Brand-Uploaded Photo on Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 54
Brand-Uploaded Photo on Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 55
Fan Photo on Jack Danielrsquos Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 56
Brand Evangelism
Photo Credit ndash Fan Photo on Coors Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 57
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 58
Peer Advertising = Social Proof
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 59
Thousands of User-Generated Alcohol Brand-Oriented Pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 60
Team Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 61
Team Bud Light Facebook Page (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 62
Thousands of User-Generated Alcohol Brand-Oriented Groups
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 63
Thousands of User-Generated Alcohol Brand-Oriented Events
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 64
YouTube Demographics
Heineken Aims Its Ads at Young Digital Devotees
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 ldquoOpen your worldrdquo made its way onto TV in about 30 countries three months later but not before being viewed frequently online
ldquoThe Daterdquo has a different cast from ldquoThe Entrancerdquo and the plots diverge The new spot is about a young man on a wild date and the previous one is about a young manrsquos show-stopping arrival at a wild party
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 ndash or in place of ndash traditional means
This is particularly true for a beer brand like Heineken Its intended target audience is men ages 18 or 21 (depending on a countryrsquos legal minimum drinking age) to 34hellipMaking that even more appropriate for Heineken is a goal to reach a subset of younger men who are ldquoworldly cosmopolitanrdquo Mr Nasard said who ldquoover-index in Internet usagerdquo
Elliott S (2011 May 25) Heineken Aims Its Ads at Young Digital Devotees The New York Times Retrieved from httpwwwnytimescom20110526businessmedia26adcohtml
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 65
Heineken Targets Youth Viewers on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 66
Alcohol Brand Channels on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 67
How Many People Are Visiting Alcohol Brand Channels
of Videos Channel Views Upload Views
Malibu Rum 43 13962 153114
Absolut Vodka 39 1299817 3757718
Grey Goose Vodka 33 44118 383600
Heineken USA 21 119931 381953
Bacardi Superior 14 250493 206017
Captain Morgan 13 575040 603057
Smirnoff 12 279708 456692
Bud Light 5 26665 2679065
TOTAL 180 2609734 8621216
Source YouTube February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 68
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaign
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 69
Absolut Vodka ndash Advertising as Content
This Pornrsquos for You Budweiserrsquos Racy Web Ad
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 theyre being lauded for it
Last year Budweisers 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
Luscombe B (2009 June 4) This Pornrsquos for You Budweiserrsquos Racy Web Ad Time Retrieved from httpwwwtimecomtimeartsarticle08599190242000html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 70
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Swear Jar
Best Budlight Commercial Ever ndash Beer amp Porn
>
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 71
Bud Light Videos Shared on Blogs
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 72
Bud Light Videos Shared on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 73
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Title Username Views
Bud Light Super Bowl Commercial Too Racy for TV 1togrowon 3276358
Bud Light Super Bowl Commercial Too Controversial for TV 1togrowon 3108084
Best Budlight Commercial Ever ndash Beer amp Porn perrycomo92882 1133713
Bud Light ldquoCut The Cheeserdquo secret TV spot not on Super Bowl razzledog 737928
TOTAL 15654689
Source YouTube April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 74
Alcohol Brands on Twitter
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 75
Tweets Driving Purchase Intent
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 76
Tweets Driving Traffic to Other Social Media Content
Last month Tennessee-based distillery Jack Danielrsquos 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
Marjorie Dufek interactive marketing director at Brown Forman said Twitter reported ldquosignificantly higher than averagerdquo engagement rates for the campaign as well as greater use of the brand name within tweets than its advertisers usually experience
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
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
Marshall J (2011 May 3) Jack Danielrsquos Is First Spirits Brand to Buy Twitter Ads ClickZ Retrieved from httpwwwclickzcomclickznews2046786jack-daniels-spirits-brand-twitter-ads
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 77
ldquoThe advantage for us is that people see Jack Danielrsquos as a friend itrsquos a very social brand by nature We have an unprecedented opportunity to have real conversations with our consumers via social mediardquo
Marjorie Dufek Brown Forman
Jack Daniels Is First Spirits Brand to Buy
Twitter Ads
Paid Advertising on Twitter
Photo Credit ndash Fan Photo on Jack Daniels Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 78
Direct Impressions Generated by Alcohol Brands on Twitter
of Tweets Following Followers Estimated Impressions
Pabst Blue Ribbon 4543 349 1754 3984211
Smirnoff 2048 16631 15140 15503360
Stolichnaya 1590 1642 1857 1476315
HPNOTIQ 1460 1775 893 651890
Skyy Vodka 851 387 2057 875254
Bacardi 569 17985 20451 5818310
Bacon Vodka 436 2044 3577 779786
Dolce Touch Vodka 407 1512 1655 336793
Don Q Rum 353 1617 1322 233333
Absolut Vodka 288 327 1531 220464
TOTAL 12545 44179 48483 29879715
Based on linear follower growth
Source Twitter February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 79
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Hour
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 80
Smirnoff Photo Albums on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81
42888 Image Results for ldquoBud Lightrdquo on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
ldquoOf the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the siterdquo
ldquoAmong young users more than 5 million were 10 and under and their accounts were largely unsupervised by their parentsrdquo
That Facebook friend might be 10 years old and other troubling news (2011 June) Consumer Reports Retrieved from httpwwwconsumerreportsorgcromagazine-archive2011juneelectronics-computersstate-of-the-netfacebook-concernsindexhtm
ldquoComScore a firm that measures Internet traffic estimates that 36 million of Facebookrsquos 153 million monthly visitors in this country are under 12rdquo
ldquoParents 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 worldrdquo
Richtel M and Helft M (2011 March 11) Facebook Users Who Are Under Age Raise Concerns The New York Times Retrieved from httpwwwnytimescom
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 18
Facebook Youth Concerns
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 19
Youth on Smirnoff US Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 20
Youth on Smirnoff US Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 21
Youth on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 22
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 23
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 24
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 25
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 26
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 27
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 28
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 29
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 30
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 31
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 32
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 33
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 34
Youth on Captain Morgan USA Facebook Page
ldquoThe Facebook ad targeted Lawrence area youths who might be looking for a fake ID A total of 5246 people between the ages of 16 and 20 clicked on the adhelliprdquo
ldquoCoalition 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 studentsrdquo
Blakesley D (2011 February 26) No Faking Lawrence police cracking down on bogus IDs Lawrence Journal-World Retrieved from httpwww2ljworldcomnews2011feb26no-faking-lawrence-police-cracking-down-bogus-ids
ldquoAll the 225 profiles that were examined belonged to male undergraduate studentshellipMore than 68 of the profiles belonged to students who were under the legal US drinking agehelliprdquo
ldquoReferences to alcohol were present on 8533 of the profileshellipThe average number of alcohol references per profile was 85helliprdquo
Egan KG amp Moreno MA (2011 March 15) Alcohol References on Undergraduate Malesrsquo Facebook Profiles American Journal of Menrsquos Health 5(2) doi1011771557988310394341
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 35
Facebook Alcohol Concerns
ldquoFacebook claims the information they surrender to these companies is anonymous but itrsquos not Companies can combine the lsquoanonymizedrsquo 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 envyrdquo
Krishnamurthy B amp Wills CE (2010 January) On the leakage of personally identifiable information via online social networks ACM SIGCOMM Computer Communication Review 40(1) Retrieved from httpwebcswpiedu~cewpaperswosn09pdf
ldquoInformation about an individualrsquos 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 individualsrsquo SSNs and their birth data and found that for younger cohorts the correlation allows statistical inference of private SSNsrdquo
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 httpwwwpnasorgcontentearly200907020904891106fullpdf+html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 36
Facebook Privacy Concerns
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 37
Captain Morgan USA Brand Page on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 38
Fan Recruitment and Permission Marketing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 39
Number of Fans for Top Alcohol Brands on Facebook
Fans Growth (Last Month)
Heineken 1308995 +1148
Jack Danielrsquos Tennessee Whiskey 1126286 +735
Bud Light 1068945 +418
Dos Equis 1051066 +063
Budweiser 735073 +627
Jim Beam 707338 +1490
Smirnoff Ice 619736 +064
Captain Morgan USA 602668 +394
Absolut 595534 +212
Corona 484356 +279
TOTAL 8299997 +572
Source Facebook April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 40
Captain Morgan USA Brand Wall
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 41
Conversations With Joose
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 42
Conversations With Joose (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 43
Conversations With Joose (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 44
Interactions on Alcohol Brand Walls in January 2011
Brand Posts User ldquoLikesrdquo User Comments
Jack Danielrsquos Tennessee Whiskey 9 9211 1544
Bud Light 16 12611 2405
Heineken 13 21070 6400
Absolut 8 1845 248
Captain Morgan USA 51 23677 9010
Jim Beam 16 8076 1465
Corona 3 2191 438
Miller Lite 4 1329 334
Hennessy 11 6812 1431
Smirnoff US 27 11483 2677
TOTAL 158 98305 25952
Source Facebook February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 45
Annual Value of Facebook Fans for Top Alcohol Brands
Fans Annual Value
Heineken 1308995 $4712382
Jack Danielrsquos Tennessee Whiskey 1126286 $4054629
Bud Light 1068945 $3848202
Dos Equis 1051066 $3783837
Budweiser 735073 $2646262
Jim Beam 707338 $2546416
Smirnoff Ice 619736 $2231049
Captain Morgan USA 602668 $2169604
Absolut 595534 $2143922
Corona 484356 $1743681
TOTAL 8299997 $29879989
Based on $360 annual value of Facebook fan (Source Virtrue)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 46
Brand-Uploaded Photo Albums on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 47
User-Uploaded Photos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 48
Brand-Uploaded Videos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 49
User-Uploaded Videos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 50
Photos and Videos on Alcohol Brand Pages
Brand Photos Fan Photos Brand Videos Fan Videos
Jack Danielrsquos Tennessee Whiskey 784 2142 40 8
Bud Light 656 1116 24 25
Heineken 7400 625 65 0
Absolut 427 101 25 3
Captain Morgan USA 2108 1743 44 4
Jim Beam 121 534 33 0
Corona 20 1204 20 8
Miller Lite 605 412 6 0
Hennessy 1063 516 56 7
Smirnoff US 1576 121 50 0
TOTAL 14760 8514 363 55
Source Facebook February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 51
Fan Photo on Bud Light Lime Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 52
Fan Photo on Bud Light Lime Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 53
Brand-Uploaded Photo on Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 54
Brand-Uploaded Photo on Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 55
Fan Photo on Jack Danielrsquos Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 56
Brand Evangelism
Photo Credit ndash Fan Photo on Coors Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 57
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 58
Peer Advertising = Social Proof
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 59
Thousands of User-Generated Alcohol Brand-Oriented Pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 60
Team Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 61
Team Bud Light Facebook Page (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 62
Thousands of User-Generated Alcohol Brand-Oriented Groups
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 63
Thousands of User-Generated Alcohol Brand-Oriented Events
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 64
YouTube Demographics
Heineken Aims Its Ads at Young Digital Devotees
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 ldquoOpen your worldrdquo made its way onto TV in about 30 countries three months later but not before being viewed frequently online
ldquoThe Daterdquo has a different cast from ldquoThe Entrancerdquo and the plots diverge The new spot is about a young man on a wild date and the previous one is about a young manrsquos show-stopping arrival at a wild party
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 ndash or in place of ndash traditional means
This is particularly true for a beer brand like Heineken Its intended target audience is men ages 18 or 21 (depending on a countryrsquos legal minimum drinking age) to 34hellipMaking that even more appropriate for Heineken is a goal to reach a subset of younger men who are ldquoworldly cosmopolitanrdquo Mr Nasard said who ldquoover-index in Internet usagerdquo
Elliott S (2011 May 25) Heineken Aims Its Ads at Young Digital Devotees The New York Times Retrieved from httpwwwnytimescom20110526businessmedia26adcohtml
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 65
Heineken Targets Youth Viewers on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 66
Alcohol Brand Channels on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 67
How Many People Are Visiting Alcohol Brand Channels
of Videos Channel Views Upload Views
Malibu Rum 43 13962 153114
Absolut Vodka 39 1299817 3757718
Grey Goose Vodka 33 44118 383600
Heineken USA 21 119931 381953
Bacardi Superior 14 250493 206017
Captain Morgan 13 575040 603057
Smirnoff 12 279708 456692
Bud Light 5 26665 2679065
TOTAL 180 2609734 8621216
Source YouTube February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 68
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaign
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 69
Absolut Vodka ndash Advertising as Content
This Pornrsquos for You Budweiserrsquos Racy Web Ad
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 theyre being lauded for it
Last year Budweisers 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
Luscombe B (2009 June 4) This Pornrsquos for You Budweiserrsquos Racy Web Ad Time Retrieved from httpwwwtimecomtimeartsarticle08599190242000html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 70
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Swear Jar
Best Budlight Commercial Ever ndash Beer amp Porn
>
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 71
Bud Light Videos Shared on Blogs
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 72
Bud Light Videos Shared on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 73
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Title Username Views
Bud Light Super Bowl Commercial Too Racy for TV 1togrowon 3276358
Bud Light Super Bowl Commercial Too Controversial for TV 1togrowon 3108084
Best Budlight Commercial Ever ndash Beer amp Porn perrycomo92882 1133713
Bud Light ldquoCut The Cheeserdquo secret TV spot not on Super Bowl razzledog 737928
TOTAL 15654689
Source YouTube April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 74
Alcohol Brands on Twitter
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 75
Tweets Driving Purchase Intent
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 76
Tweets Driving Traffic to Other Social Media Content
Last month Tennessee-based distillery Jack Danielrsquos 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
Marjorie Dufek interactive marketing director at Brown Forman said Twitter reported ldquosignificantly higher than averagerdquo engagement rates for the campaign as well as greater use of the brand name within tweets than its advertisers usually experience
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
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
Marshall J (2011 May 3) Jack Danielrsquos Is First Spirits Brand to Buy Twitter Ads ClickZ Retrieved from httpwwwclickzcomclickznews2046786jack-daniels-spirits-brand-twitter-ads
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 77
ldquoThe advantage for us is that people see Jack Danielrsquos as a friend itrsquos a very social brand by nature We have an unprecedented opportunity to have real conversations with our consumers via social mediardquo
Marjorie Dufek Brown Forman
Jack Daniels Is First Spirits Brand to Buy
Twitter Ads
Paid Advertising on Twitter
Photo Credit ndash Fan Photo on Jack Daniels Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 78
Direct Impressions Generated by Alcohol Brands on Twitter
of Tweets Following Followers Estimated Impressions
Pabst Blue Ribbon 4543 349 1754 3984211
Smirnoff 2048 16631 15140 15503360
Stolichnaya 1590 1642 1857 1476315
HPNOTIQ 1460 1775 893 651890
Skyy Vodka 851 387 2057 875254
Bacardi 569 17985 20451 5818310
Bacon Vodka 436 2044 3577 779786
Dolce Touch Vodka 407 1512 1655 336793
Don Q Rum 353 1617 1322 233333
Absolut Vodka 288 327 1531 220464
TOTAL 12545 44179 48483 29879715
Based on linear follower growth
Source Twitter February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 79
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Hour
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 80
Smirnoff Photo Albums on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81
42888 Image Results for ldquoBud Lightrdquo on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 19
Youth on Smirnoff US Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 20
Youth on Smirnoff US Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 21
Youth on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 22
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 23
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 24
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 25
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 26
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 27
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 28
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 29
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 30
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 31
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 32
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 33
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 34
Youth on Captain Morgan USA Facebook Page
ldquoThe Facebook ad targeted Lawrence area youths who might be looking for a fake ID A total of 5246 people between the ages of 16 and 20 clicked on the adhelliprdquo
ldquoCoalition 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 studentsrdquo
Blakesley D (2011 February 26) No Faking Lawrence police cracking down on bogus IDs Lawrence Journal-World Retrieved from httpwww2ljworldcomnews2011feb26no-faking-lawrence-police-cracking-down-bogus-ids
ldquoAll the 225 profiles that were examined belonged to male undergraduate studentshellipMore than 68 of the profiles belonged to students who were under the legal US drinking agehelliprdquo
ldquoReferences to alcohol were present on 8533 of the profileshellipThe average number of alcohol references per profile was 85helliprdquo
Egan KG amp Moreno MA (2011 March 15) Alcohol References on Undergraduate Malesrsquo Facebook Profiles American Journal of Menrsquos Health 5(2) doi1011771557988310394341
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 35
Facebook Alcohol Concerns
ldquoFacebook claims the information they surrender to these companies is anonymous but itrsquos not Companies can combine the lsquoanonymizedrsquo 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 envyrdquo
Krishnamurthy B amp Wills CE (2010 January) On the leakage of personally identifiable information via online social networks ACM SIGCOMM Computer Communication Review 40(1) Retrieved from httpwebcswpiedu~cewpaperswosn09pdf
ldquoInformation about an individualrsquos 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 individualsrsquo SSNs and their birth data and found that for younger cohorts the correlation allows statistical inference of private SSNsrdquo
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 httpwwwpnasorgcontentearly200907020904891106fullpdf+html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 36
Facebook Privacy Concerns
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 37
Captain Morgan USA Brand Page on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 38
Fan Recruitment and Permission Marketing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 39
Number of Fans for Top Alcohol Brands on Facebook
Fans Growth (Last Month)
Heineken 1308995 +1148
Jack Danielrsquos Tennessee Whiskey 1126286 +735
Bud Light 1068945 +418
Dos Equis 1051066 +063
Budweiser 735073 +627
Jim Beam 707338 +1490
Smirnoff Ice 619736 +064
Captain Morgan USA 602668 +394
Absolut 595534 +212
Corona 484356 +279
TOTAL 8299997 +572
Source Facebook April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 40
Captain Morgan USA Brand Wall
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 41
Conversations With Joose
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 42
Conversations With Joose (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 43
Conversations With Joose (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 44
Interactions on Alcohol Brand Walls in January 2011
Brand Posts User ldquoLikesrdquo User Comments
Jack Danielrsquos Tennessee Whiskey 9 9211 1544
Bud Light 16 12611 2405
Heineken 13 21070 6400
Absolut 8 1845 248
Captain Morgan USA 51 23677 9010
Jim Beam 16 8076 1465
Corona 3 2191 438
Miller Lite 4 1329 334
Hennessy 11 6812 1431
Smirnoff US 27 11483 2677
TOTAL 158 98305 25952
Source Facebook February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 45
Annual Value of Facebook Fans for Top Alcohol Brands
Fans Annual Value
Heineken 1308995 $4712382
Jack Danielrsquos Tennessee Whiskey 1126286 $4054629
Bud Light 1068945 $3848202
Dos Equis 1051066 $3783837
Budweiser 735073 $2646262
Jim Beam 707338 $2546416
Smirnoff Ice 619736 $2231049
Captain Morgan USA 602668 $2169604
Absolut 595534 $2143922
Corona 484356 $1743681
TOTAL 8299997 $29879989
Based on $360 annual value of Facebook fan (Source Virtrue)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 46
Brand-Uploaded Photo Albums on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 47
User-Uploaded Photos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 48
Brand-Uploaded Videos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 49
User-Uploaded Videos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 50
Photos and Videos on Alcohol Brand Pages
Brand Photos Fan Photos Brand Videos Fan Videos
Jack Danielrsquos Tennessee Whiskey 784 2142 40 8
Bud Light 656 1116 24 25
Heineken 7400 625 65 0
Absolut 427 101 25 3
Captain Morgan USA 2108 1743 44 4
Jim Beam 121 534 33 0
Corona 20 1204 20 8
Miller Lite 605 412 6 0
Hennessy 1063 516 56 7
Smirnoff US 1576 121 50 0
TOTAL 14760 8514 363 55
Source Facebook February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 51
Fan Photo on Bud Light Lime Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 52
Fan Photo on Bud Light Lime Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 53
Brand-Uploaded Photo on Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 54
Brand-Uploaded Photo on Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 55
Fan Photo on Jack Danielrsquos Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 56
Brand Evangelism
Photo Credit ndash Fan Photo on Coors Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 57
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 58
Peer Advertising = Social Proof
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 59
Thousands of User-Generated Alcohol Brand-Oriented Pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 60
Team Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 61
Team Bud Light Facebook Page (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 62
Thousands of User-Generated Alcohol Brand-Oriented Groups
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 63
Thousands of User-Generated Alcohol Brand-Oriented Events
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 64
YouTube Demographics
Heineken Aims Its Ads at Young Digital Devotees
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 ldquoOpen your worldrdquo made its way onto TV in about 30 countries three months later but not before being viewed frequently online
ldquoThe Daterdquo has a different cast from ldquoThe Entrancerdquo and the plots diverge The new spot is about a young man on a wild date and the previous one is about a young manrsquos show-stopping arrival at a wild party
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 ndash or in place of ndash traditional means
This is particularly true for a beer brand like Heineken Its intended target audience is men ages 18 or 21 (depending on a countryrsquos legal minimum drinking age) to 34hellipMaking that even more appropriate for Heineken is a goal to reach a subset of younger men who are ldquoworldly cosmopolitanrdquo Mr Nasard said who ldquoover-index in Internet usagerdquo
Elliott S (2011 May 25) Heineken Aims Its Ads at Young Digital Devotees The New York Times Retrieved from httpwwwnytimescom20110526businessmedia26adcohtml
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 65
Heineken Targets Youth Viewers on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 66
Alcohol Brand Channels on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 67
How Many People Are Visiting Alcohol Brand Channels
of Videos Channel Views Upload Views
Malibu Rum 43 13962 153114
Absolut Vodka 39 1299817 3757718
Grey Goose Vodka 33 44118 383600
Heineken USA 21 119931 381953
Bacardi Superior 14 250493 206017
Captain Morgan 13 575040 603057
Smirnoff 12 279708 456692
Bud Light 5 26665 2679065
TOTAL 180 2609734 8621216
Source YouTube February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 68
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaign
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 69
Absolut Vodka ndash Advertising as Content
This Pornrsquos for You Budweiserrsquos Racy Web Ad
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 theyre being lauded for it
Last year Budweisers 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
Luscombe B (2009 June 4) This Pornrsquos for You Budweiserrsquos Racy Web Ad Time Retrieved from httpwwwtimecomtimeartsarticle08599190242000html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 70
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Swear Jar
Best Budlight Commercial Ever ndash Beer amp Porn
>
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 71
Bud Light Videos Shared on Blogs
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 72
Bud Light Videos Shared on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 73
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Title Username Views
Bud Light Super Bowl Commercial Too Racy for TV 1togrowon 3276358
Bud Light Super Bowl Commercial Too Controversial for TV 1togrowon 3108084
Best Budlight Commercial Ever ndash Beer amp Porn perrycomo92882 1133713
Bud Light ldquoCut The Cheeserdquo secret TV spot not on Super Bowl razzledog 737928
TOTAL 15654689
Source YouTube April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 74
Alcohol Brands on Twitter
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 75
Tweets Driving Purchase Intent
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 76
Tweets Driving Traffic to Other Social Media Content
Last month Tennessee-based distillery Jack Danielrsquos 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
Marjorie Dufek interactive marketing director at Brown Forman said Twitter reported ldquosignificantly higher than averagerdquo engagement rates for the campaign as well as greater use of the brand name within tweets than its advertisers usually experience
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
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
Marshall J (2011 May 3) Jack Danielrsquos Is First Spirits Brand to Buy Twitter Ads ClickZ Retrieved from httpwwwclickzcomclickznews2046786jack-daniels-spirits-brand-twitter-ads
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 77
ldquoThe advantage for us is that people see Jack Danielrsquos as a friend itrsquos a very social brand by nature We have an unprecedented opportunity to have real conversations with our consumers via social mediardquo
Marjorie Dufek Brown Forman
Jack Daniels Is First Spirits Brand to Buy
Twitter Ads
Paid Advertising on Twitter
Photo Credit ndash Fan Photo on Jack Daniels Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 78
Direct Impressions Generated by Alcohol Brands on Twitter
of Tweets Following Followers Estimated Impressions
Pabst Blue Ribbon 4543 349 1754 3984211
Smirnoff 2048 16631 15140 15503360
Stolichnaya 1590 1642 1857 1476315
HPNOTIQ 1460 1775 893 651890
Skyy Vodka 851 387 2057 875254
Bacardi 569 17985 20451 5818310
Bacon Vodka 436 2044 3577 779786
Dolce Touch Vodka 407 1512 1655 336793
Don Q Rum 353 1617 1322 233333
Absolut Vodka 288 327 1531 220464
TOTAL 12545 44179 48483 29879715
Based on linear follower growth
Source Twitter February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 79
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Hour
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 80
Smirnoff Photo Albums on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81
42888 Image Results for ldquoBud Lightrdquo on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 20
Youth on Smirnoff US Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 21
Youth on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 22
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 23
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 24
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 25
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 26
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 27
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 28
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 29
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 30
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 31
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 32
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 33
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 34
Youth on Captain Morgan USA Facebook Page
ldquoThe Facebook ad targeted Lawrence area youths who might be looking for a fake ID A total of 5246 people between the ages of 16 and 20 clicked on the adhelliprdquo
ldquoCoalition 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 studentsrdquo
Blakesley D (2011 February 26) No Faking Lawrence police cracking down on bogus IDs Lawrence Journal-World Retrieved from httpwww2ljworldcomnews2011feb26no-faking-lawrence-police-cracking-down-bogus-ids
ldquoAll the 225 profiles that were examined belonged to male undergraduate studentshellipMore than 68 of the profiles belonged to students who were under the legal US drinking agehelliprdquo
ldquoReferences to alcohol were present on 8533 of the profileshellipThe average number of alcohol references per profile was 85helliprdquo
Egan KG amp Moreno MA (2011 March 15) Alcohol References on Undergraduate Malesrsquo Facebook Profiles American Journal of Menrsquos Health 5(2) doi1011771557988310394341
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 35
Facebook Alcohol Concerns
ldquoFacebook claims the information they surrender to these companies is anonymous but itrsquos not Companies can combine the lsquoanonymizedrsquo 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 envyrdquo
Krishnamurthy B amp Wills CE (2010 January) On the leakage of personally identifiable information via online social networks ACM SIGCOMM Computer Communication Review 40(1) Retrieved from httpwebcswpiedu~cewpaperswosn09pdf
ldquoInformation about an individualrsquos 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 individualsrsquo SSNs and their birth data and found that for younger cohorts the correlation allows statistical inference of private SSNsrdquo
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 httpwwwpnasorgcontentearly200907020904891106fullpdf+html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 36
Facebook Privacy Concerns
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 37
Captain Morgan USA Brand Page on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 38
Fan Recruitment and Permission Marketing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 39
Number of Fans for Top Alcohol Brands on Facebook
Fans Growth (Last Month)
Heineken 1308995 +1148
Jack Danielrsquos Tennessee Whiskey 1126286 +735
Bud Light 1068945 +418
Dos Equis 1051066 +063
Budweiser 735073 +627
Jim Beam 707338 +1490
Smirnoff Ice 619736 +064
Captain Morgan USA 602668 +394
Absolut 595534 +212
Corona 484356 +279
TOTAL 8299997 +572
Source Facebook April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 40
Captain Morgan USA Brand Wall
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 41
Conversations With Joose
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 42
Conversations With Joose (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 43
Conversations With Joose (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 44
Interactions on Alcohol Brand Walls in January 2011
Brand Posts User ldquoLikesrdquo User Comments
Jack Danielrsquos Tennessee Whiskey 9 9211 1544
Bud Light 16 12611 2405
Heineken 13 21070 6400
Absolut 8 1845 248
Captain Morgan USA 51 23677 9010
Jim Beam 16 8076 1465
Corona 3 2191 438
Miller Lite 4 1329 334
Hennessy 11 6812 1431
Smirnoff US 27 11483 2677
TOTAL 158 98305 25952
Source Facebook February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 45
Annual Value of Facebook Fans for Top Alcohol Brands
Fans Annual Value
Heineken 1308995 $4712382
Jack Danielrsquos Tennessee Whiskey 1126286 $4054629
Bud Light 1068945 $3848202
Dos Equis 1051066 $3783837
Budweiser 735073 $2646262
Jim Beam 707338 $2546416
Smirnoff Ice 619736 $2231049
Captain Morgan USA 602668 $2169604
Absolut 595534 $2143922
Corona 484356 $1743681
TOTAL 8299997 $29879989
Based on $360 annual value of Facebook fan (Source Virtrue)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 46
Brand-Uploaded Photo Albums on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 47
User-Uploaded Photos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 48
Brand-Uploaded Videos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 49
User-Uploaded Videos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 50
Photos and Videos on Alcohol Brand Pages
Brand Photos Fan Photos Brand Videos Fan Videos
Jack Danielrsquos Tennessee Whiskey 784 2142 40 8
Bud Light 656 1116 24 25
Heineken 7400 625 65 0
Absolut 427 101 25 3
Captain Morgan USA 2108 1743 44 4
Jim Beam 121 534 33 0
Corona 20 1204 20 8
Miller Lite 605 412 6 0
Hennessy 1063 516 56 7
Smirnoff US 1576 121 50 0
TOTAL 14760 8514 363 55
Source Facebook February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 51
Fan Photo on Bud Light Lime Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 52
Fan Photo on Bud Light Lime Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 53
Brand-Uploaded Photo on Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 54
Brand-Uploaded Photo on Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 55
Fan Photo on Jack Danielrsquos Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 56
Brand Evangelism
Photo Credit ndash Fan Photo on Coors Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 57
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 58
Peer Advertising = Social Proof
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 59
Thousands of User-Generated Alcohol Brand-Oriented Pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 60
Team Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 61
Team Bud Light Facebook Page (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 62
Thousands of User-Generated Alcohol Brand-Oriented Groups
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 63
Thousands of User-Generated Alcohol Brand-Oriented Events
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 64
YouTube Demographics
Heineken Aims Its Ads at Young Digital Devotees
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 ldquoOpen your worldrdquo made its way onto TV in about 30 countries three months later but not before being viewed frequently online
ldquoThe Daterdquo has a different cast from ldquoThe Entrancerdquo and the plots diverge The new spot is about a young man on a wild date and the previous one is about a young manrsquos show-stopping arrival at a wild party
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 ndash or in place of ndash traditional means
This is particularly true for a beer brand like Heineken Its intended target audience is men ages 18 or 21 (depending on a countryrsquos legal minimum drinking age) to 34hellipMaking that even more appropriate for Heineken is a goal to reach a subset of younger men who are ldquoworldly cosmopolitanrdquo Mr Nasard said who ldquoover-index in Internet usagerdquo
Elliott S (2011 May 25) Heineken Aims Its Ads at Young Digital Devotees The New York Times Retrieved from httpwwwnytimescom20110526businessmedia26adcohtml
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 65
Heineken Targets Youth Viewers on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 66
Alcohol Brand Channels on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 67
How Many People Are Visiting Alcohol Brand Channels
of Videos Channel Views Upload Views
Malibu Rum 43 13962 153114
Absolut Vodka 39 1299817 3757718
Grey Goose Vodka 33 44118 383600
Heineken USA 21 119931 381953
Bacardi Superior 14 250493 206017
Captain Morgan 13 575040 603057
Smirnoff 12 279708 456692
Bud Light 5 26665 2679065
TOTAL 180 2609734 8621216
Source YouTube February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 68
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaign
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 69
Absolut Vodka ndash Advertising as Content
This Pornrsquos for You Budweiserrsquos Racy Web Ad
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 theyre being lauded for it
Last year Budweisers 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
Luscombe B (2009 June 4) This Pornrsquos for You Budweiserrsquos Racy Web Ad Time Retrieved from httpwwwtimecomtimeartsarticle08599190242000html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 70
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Swear Jar
Best Budlight Commercial Ever ndash Beer amp Porn
>
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 71
Bud Light Videos Shared on Blogs
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 72
Bud Light Videos Shared on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 73
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Title Username Views
Bud Light Super Bowl Commercial Too Racy for TV 1togrowon 3276358
Bud Light Super Bowl Commercial Too Controversial for TV 1togrowon 3108084
Best Budlight Commercial Ever ndash Beer amp Porn perrycomo92882 1133713
Bud Light ldquoCut The Cheeserdquo secret TV spot not on Super Bowl razzledog 737928
TOTAL 15654689
Source YouTube April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 74
Alcohol Brands on Twitter
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 75
Tweets Driving Purchase Intent
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 76
Tweets Driving Traffic to Other Social Media Content
Last month Tennessee-based distillery Jack Danielrsquos 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
Marjorie Dufek interactive marketing director at Brown Forman said Twitter reported ldquosignificantly higher than averagerdquo engagement rates for the campaign as well as greater use of the brand name within tweets than its advertisers usually experience
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
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
Marshall J (2011 May 3) Jack Danielrsquos Is First Spirits Brand to Buy Twitter Ads ClickZ Retrieved from httpwwwclickzcomclickznews2046786jack-daniels-spirits-brand-twitter-ads
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 77
ldquoThe advantage for us is that people see Jack Danielrsquos as a friend itrsquos a very social brand by nature We have an unprecedented opportunity to have real conversations with our consumers via social mediardquo
Marjorie Dufek Brown Forman
Jack Daniels Is First Spirits Brand to Buy
Twitter Ads
Paid Advertising on Twitter
Photo Credit ndash Fan Photo on Jack Daniels Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 78
Direct Impressions Generated by Alcohol Brands on Twitter
of Tweets Following Followers Estimated Impressions
Pabst Blue Ribbon 4543 349 1754 3984211
Smirnoff 2048 16631 15140 15503360
Stolichnaya 1590 1642 1857 1476315
HPNOTIQ 1460 1775 893 651890
Skyy Vodka 851 387 2057 875254
Bacardi 569 17985 20451 5818310
Bacon Vodka 436 2044 3577 779786
Dolce Touch Vodka 407 1512 1655 336793
Don Q Rum 353 1617 1322 233333
Absolut Vodka 288 327 1531 220464
TOTAL 12545 44179 48483 29879715
Based on linear follower growth
Source Twitter February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 79
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Hour
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 80
Smirnoff Photo Albums on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81
42888 Image Results for ldquoBud Lightrdquo on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 21
Youth on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 22
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 23
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 24
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 25
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 26
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 27
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 28
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 29
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 30
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 31
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 32
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 33
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 34
Youth on Captain Morgan USA Facebook Page
ldquoThe Facebook ad targeted Lawrence area youths who might be looking for a fake ID A total of 5246 people between the ages of 16 and 20 clicked on the adhelliprdquo
ldquoCoalition 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 studentsrdquo
Blakesley D (2011 February 26) No Faking Lawrence police cracking down on bogus IDs Lawrence Journal-World Retrieved from httpwww2ljworldcomnews2011feb26no-faking-lawrence-police-cracking-down-bogus-ids
ldquoAll the 225 profiles that were examined belonged to male undergraduate studentshellipMore than 68 of the profiles belonged to students who were under the legal US drinking agehelliprdquo
ldquoReferences to alcohol were present on 8533 of the profileshellipThe average number of alcohol references per profile was 85helliprdquo
Egan KG amp Moreno MA (2011 March 15) Alcohol References on Undergraduate Malesrsquo Facebook Profiles American Journal of Menrsquos Health 5(2) doi1011771557988310394341
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 35
Facebook Alcohol Concerns
ldquoFacebook claims the information they surrender to these companies is anonymous but itrsquos not Companies can combine the lsquoanonymizedrsquo 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 envyrdquo
Krishnamurthy B amp Wills CE (2010 January) On the leakage of personally identifiable information via online social networks ACM SIGCOMM Computer Communication Review 40(1) Retrieved from httpwebcswpiedu~cewpaperswosn09pdf
ldquoInformation about an individualrsquos 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 individualsrsquo SSNs and their birth data and found that for younger cohorts the correlation allows statistical inference of private SSNsrdquo
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 httpwwwpnasorgcontentearly200907020904891106fullpdf+html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 36
Facebook Privacy Concerns
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 37
Captain Morgan USA Brand Page on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 38
Fan Recruitment and Permission Marketing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 39
Number of Fans for Top Alcohol Brands on Facebook
Fans Growth (Last Month)
Heineken 1308995 +1148
Jack Danielrsquos Tennessee Whiskey 1126286 +735
Bud Light 1068945 +418
Dos Equis 1051066 +063
Budweiser 735073 +627
Jim Beam 707338 +1490
Smirnoff Ice 619736 +064
Captain Morgan USA 602668 +394
Absolut 595534 +212
Corona 484356 +279
TOTAL 8299997 +572
Source Facebook April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 40
Captain Morgan USA Brand Wall
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 41
Conversations With Joose
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 42
Conversations With Joose (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 43
Conversations With Joose (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 44
Interactions on Alcohol Brand Walls in January 2011
Brand Posts User ldquoLikesrdquo User Comments
Jack Danielrsquos Tennessee Whiskey 9 9211 1544
Bud Light 16 12611 2405
Heineken 13 21070 6400
Absolut 8 1845 248
Captain Morgan USA 51 23677 9010
Jim Beam 16 8076 1465
Corona 3 2191 438
Miller Lite 4 1329 334
Hennessy 11 6812 1431
Smirnoff US 27 11483 2677
TOTAL 158 98305 25952
Source Facebook February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 45
Annual Value of Facebook Fans for Top Alcohol Brands
Fans Annual Value
Heineken 1308995 $4712382
Jack Danielrsquos Tennessee Whiskey 1126286 $4054629
Bud Light 1068945 $3848202
Dos Equis 1051066 $3783837
Budweiser 735073 $2646262
Jim Beam 707338 $2546416
Smirnoff Ice 619736 $2231049
Captain Morgan USA 602668 $2169604
Absolut 595534 $2143922
Corona 484356 $1743681
TOTAL 8299997 $29879989
Based on $360 annual value of Facebook fan (Source Virtrue)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 46
Brand-Uploaded Photo Albums on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 47
User-Uploaded Photos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 48
Brand-Uploaded Videos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 49
User-Uploaded Videos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 50
Photos and Videos on Alcohol Brand Pages
Brand Photos Fan Photos Brand Videos Fan Videos
Jack Danielrsquos Tennessee Whiskey 784 2142 40 8
Bud Light 656 1116 24 25
Heineken 7400 625 65 0
Absolut 427 101 25 3
Captain Morgan USA 2108 1743 44 4
Jim Beam 121 534 33 0
Corona 20 1204 20 8
Miller Lite 605 412 6 0
Hennessy 1063 516 56 7
Smirnoff US 1576 121 50 0
TOTAL 14760 8514 363 55
Source Facebook February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 51
Fan Photo on Bud Light Lime Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 52
Fan Photo on Bud Light Lime Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 53
Brand-Uploaded Photo on Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 54
Brand-Uploaded Photo on Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 55
Fan Photo on Jack Danielrsquos Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 56
Brand Evangelism
Photo Credit ndash Fan Photo on Coors Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 57
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 58
Peer Advertising = Social Proof
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 59
Thousands of User-Generated Alcohol Brand-Oriented Pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 60
Team Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 61
Team Bud Light Facebook Page (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 62
Thousands of User-Generated Alcohol Brand-Oriented Groups
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 63
Thousands of User-Generated Alcohol Brand-Oriented Events
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 64
YouTube Demographics
Heineken Aims Its Ads at Young Digital Devotees
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 ldquoOpen your worldrdquo made its way onto TV in about 30 countries three months later but not before being viewed frequently online
ldquoThe Daterdquo has a different cast from ldquoThe Entrancerdquo and the plots diverge The new spot is about a young man on a wild date and the previous one is about a young manrsquos show-stopping arrival at a wild party
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 ndash or in place of ndash traditional means
This is particularly true for a beer brand like Heineken Its intended target audience is men ages 18 or 21 (depending on a countryrsquos legal minimum drinking age) to 34hellipMaking that even more appropriate for Heineken is a goal to reach a subset of younger men who are ldquoworldly cosmopolitanrdquo Mr Nasard said who ldquoover-index in Internet usagerdquo
Elliott S (2011 May 25) Heineken Aims Its Ads at Young Digital Devotees The New York Times Retrieved from httpwwwnytimescom20110526businessmedia26adcohtml
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 65
Heineken Targets Youth Viewers on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 66
Alcohol Brand Channels on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 67
How Many People Are Visiting Alcohol Brand Channels
of Videos Channel Views Upload Views
Malibu Rum 43 13962 153114
Absolut Vodka 39 1299817 3757718
Grey Goose Vodka 33 44118 383600
Heineken USA 21 119931 381953
Bacardi Superior 14 250493 206017
Captain Morgan 13 575040 603057
Smirnoff 12 279708 456692
Bud Light 5 26665 2679065
TOTAL 180 2609734 8621216
Source YouTube February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 68
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaign
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 69
Absolut Vodka ndash Advertising as Content
This Pornrsquos for You Budweiserrsquos Racy Web Ad
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 theyre being lauded for it
Last year Budweisers 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
Luscombe B (2009 June 4) This Pornrsquos for You Budweiserrsquos Racy Web Ad Time Retrieved from httpwwwtimecomtimeartsarticle08599190242000html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 70
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Swear Jar
Best Budlight Commercial Ever ndash Beer amp Porn
>
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 71
Bud Light Videos Shared on Blogs
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 72
Bud Light Videos Shared on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 73
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Title Username Views
Bud Light Super Bowl Commercial Too Racy for TV 1togrowon 3276358
Bud Light Super Bowl Commercial Too Controversial for TV 1togrowon 3108084
Best Budlight Commercial Ever ndash Beer amp Porn perrycomo92882 1133713
Bud Light ldquoCut The Cheeserdquo secret TV spot not on Super Bowl razzledog 737928
TOTAL 15654689
Source YouTube April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 74
Alcohol Brands on Twitter
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 75
Tweets Driving Purchase Intent
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 76
Tweets Driving Traffic to Other Social Media Content
Last month Tennessee-based distillery Jack Danielrsquos 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
Marjorie Dufek interactive marketing director at Brown Forman said Twitter reported ldquosignificantly higher than averagerdquo engagement rates for the campaign as well as greater use of the brand name within tweets than its advertisers usually experience
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
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
Marshall J (2011 May 3) Jack Danielrsquos Is First Spirits Brand to Buy Twitter Ads ClickZ Retrieved from httpwwwclickzcomclickznews2046786jack-daniels-spirits-brand-twitter-ads
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 77
ldquoThe advantage for us is that people see Jack Danielrsquos as a friend itrsquos a very social brand by nature We have an unprecedented opportunity to have real conversations with our consumers via social mediardquo
Marjorie Dufek Brown Forman
Jack Daniels Is First Spirits Brand to Buy
Twitter Ads
Paid Advertising on Twitter
Photo Credit ndash Fan Photo on Jack Daniels Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 78
Direct Impressions Generated by Alcohol Brands on Twitter
of Tweets Following Followers Estimated Impressions
Pabst Blue Ribbon 4543 349 1754 3984211
Smirnoff 2048 16631 15140 15503360
Stolichnaya 1590 1642 1857 1476315
HPNOTIQ 1460 1775 893 651890
Skyy Vodka 851 387 2057 875254
Bacardi 569 17985 20451 5818310
Bacon Vodka 436 2044 3577 779786
Dolce Touch Vodka 407 1512 1655 336793
Don Q Rum 353 1617 1322 233333
Absolut Vodka 288 327 1531 220464
TOTAL 12545 44179 48483 29879715
Based on linear follower growth
Source Twitter February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 79
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Hour
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 80
Smirnoff Photo Albums on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81
42888 Image Results for ldquoBud Lightrdquo on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 22
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 23
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 24
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 25
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 26
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 27
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 28
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 29
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 30
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 31
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 32
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 33
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 34
Youth on Captain Morgan USA Facebook Page
ldquoThe Facebook ad targeted Lawrence area youths who might be looking for a fake ID A total of 5246 people between the ages of 16 and 20 clicked on the adhelliprdquo
ldquoCoalition 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 studentsrdquo
Blakesley D (2011 February 26) No Faking Lawrence police cracking down on bogus IDs Lawrence Journal-World Retrieved from httpwww2ljworldcomnews2011feb26no-faking-lawrence-police-cracking-down-bogus-ids
ldquoAll the 225 profiles that were examined belonged to male undergraduate studentshellipMore than 68 of the profiles belonged to students who were under the legal US drinking agehelliprdquo
ldquoReferences to alcohol were present on 8533 of the profileshellipThe average number of alcohol references per profile was 85helliprdquo
Egan KG amp Moreno MA (2011 March 15) Alcohol References on Undergraduate Malesrsquo Facebook Profiles American Journal of Menrsquos Health 5(2) doi1011771557988310394341
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 35
Facebook Alcohol Concerns
ldquoFacebook claims the information they surrender to these companies is anonymous but itrsquos not Companies can combine the lsquoanonymizedrsquo 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 envyrdquo
Krishnamurthy B amp Wills CE (2010 January) On the leakage of personally identifiable information via online social networks ACM SIGCOMM Computer Communication Review 40(1) Retrieved from httpwebcswpiedu~cewpaperswosn09pdf
ldquoInformation about an individualrsquos 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 individualsrsquo SSNs and their birth data and found that for younger cohorts the correlation allows statistical inference of private SSNsrdquo
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 httpwwwpnasorgcontentearly200907020904891106fullpdf+html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 36
Facebook Privacy Concerns
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 37
Captain Morgan USA Brand Page on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 38
Fan Recruitment and Permission Marketing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 39
Number of Fans for Top Alcohol Brands on Facebook
Fans Growth (Last Month)
Heineken 1308995 +1148
Jack Danielrsquos Tennessee Whiskey 1126286 +735
Bud Light 1068945 +418
Dos Equis 1051066 +063
Budweiser 735073 +627
Jim Beam 707338 +1490
Smirnoff Ice 619736 +064
Captain Morgan USA 602668 +394
Absolut 595534 +212
Corona 484356 +279
TOTAL 8299997 +572
Source Facebook April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 40
Captain Morgan USA Brand Wall
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 41
Conversations With Joose
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 42
Conversations With Joose (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 43
Conversations With Joose (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 44
Interactions on Alcohol Brand Walls in January 2011
Brand Posts User ldquoLikesrdquo User Comments
Jack Danielrsquos Tennessee Whiskey 9 9211 1544
Bud Light 16 12611 2405
Heineken 13 21070 6400
Absolut 8 1845 248
Captain Morgan USA 51 23677 9010
Jim Beam 16 8076 1465
Corona 3 2191 438
Miller Lite 4 1329 334
Hennessy 11 6812 1431
Smirnoff US 27 11483 2677
TOTAL 158 98305 25952
Source Facebook February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 45
Annual Value of Facebook Fans for Top Alcohol Brands
Fans Annual Value
Heineken 1308995 $4712382
Jack Danielrsquos Tennessee Whiskey 1126286 $4054629
Bud Light 1068945 $3848202
Dos Equis 1051066 $3783837
Budweiser 735073 $2646262
Jim Beam 707338 $2546416
Smirnoff Ice 619736 $2231049
Captain Morgan USA 602668 $2169604
Absolut 595534 $2143922
Corona 484356 $1743681
TOTAL 8299997 $29879989
Based on $360 annual value of Facebook fan (Source Virtrue)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 46
Brand-Uploaded Photo Albums on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 47
User-Uploaded Photos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 48
Brand-Uploaded Videos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 49
User-Uploaded Videos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 50
Photos and Videos on Alcohol Brand Pages
Brand Photos Fan Photos Brand Videos Fan Videos
Jack Danielrsquos Tennessee Whiskey 784 2142 40 8
Bud Light 656 1116 24 25
Heineken 7400 625 65 0
Absolut 427 101 25 3
Captain Morgan USA 2108 1743 44 4
Jim Beam 121 534 33 0
Corona 20 1204 20 8
Miller Lite 605 412 6 0
Hennessy 1063 516 56 7
Smirnoff US 1576 121 50 0
TOTAL 14760 8514 363 55
Source Facebook February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 51
Fan Photo on Bud Light Lime Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 52
Fan Photo on Bud Light Lime Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 53
Brand-Uploaded Photo on Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 54
Brand-Uploaded Photo on Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 55
Fan Photo on Jack Danielrsquos Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 56
Brand Evangelism
Photo Credit ndash Fan Photo on Coors Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 57
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 58
Peer Advertising = Social Proof
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 59
Thousands of User-Generated Alcohol Brand-Oriented Pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 60
Team Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 61
Team Bud Light Facebook Page (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 62
Thousands of User-Generated Alcohol Brand-Oriented Groups
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 63
Thousands of User-Generated Alcohol Brand-Oriented Events
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 64
YouTube Demographics
Heineken Aims Its Ads at Young Digital Devotees
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 ldquoOpen your worldrdquo made its way onto TV in about 30 countries three months later but not before being viewed frequently online
ldquoThe Daterdquo has a different cast from ldquoThe Entrancerdquo and the plots diverge The new spot is about a young man on a wild date and the previous one is about a young manrsquos show-stopping arrival at a wild party
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 ndash or in place of ndash traditional means
This is particularly true for a beer brand like Heineken Its intended target audience is men ages 18 or 21 (depending on a countryrsquos legal minimum drinking age) to 34hellipMaking that even more appropriate for Heineken is a goal to reach a subset of younger men who are ldquoworldly cosmopolitanrdquo Mr Nasard said who ldquoover-index in Internet usagerdquo
Elliott S (2011 May 25) Heineken Aims Its Ads at Young Digital Devotees The New York Times Retrieved from httpwwwnytimescom20110526businessmedia26adcohtml
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 65
Heineken Targets Youth Viewers on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 66
Alcohol Brand Channels on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 67
How Many People Are Visiting Alcohol Brand Channels
of Videos Channel Views Upload Views
Malibu Rum 43 13962 153114
Absolut Vodka 39 1299817 3757718
Grey Goose Vodka 33 44118 383600
Heineken USA 21 119931 381953
Bacardi Superior 14 250493 206017
Captain Morgan 13 575040 603057
Smirnoff 12 279708 456692
Bud Light 5 26665 2679065
TOTAL 180 2609734 8621216
Source YouTube February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 68
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaign
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 69
Absolut Vodka ndash Advertising as Content
This Pornrsquos for You Budweiserrsquos Racy Web Ad
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 theyre being lauded for it
Last year Budweisers 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
Luscombe B (2009 June 4) This Pornrsquos for You Budweiserrsquos Racy Web Ad Time Retrieved from httpwwwtimecomtimeartsarticle08599190242000html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 70
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Swear Jar
Best Budlight Commercial Ever ndash Beer amp Porn
>
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 71
Bud Light Videos Shared on Blogs
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 72
Bud Light Videos Shared on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 73
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Title Username Views
Bud Light Super Bowl Commercial Too Racy for TV 1togrowon 3276358
Bud Light Super Bowl Commercial Too Controversial for TV 1togrowon 3108084
Best Budlight Commercial Ever ndash Beer amp Porn perrycomo92882 1133713
Bud Light ldquoCut The Cheeserdquo secret TV spot not on Super Bowl razzledog 737928
TOTAL 15654689
Source YouTube April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 74
Alcohol Brands on Twitter
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 75
Tweets Driving Purchase Intent
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 76
Tweets Driving Traffic to Other Social Media Content
Last month Tennessee-based distillery Jack Danielrsquos 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
Marjorie Dufek interactive marketing director at Brown Forman said Twitter reported ldquosignificantly higher than averagerdquo engagement rates for the campaign as well as greater use of the brand name within tweets than its advertisers usually experience
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
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
Marshall J (2011 May 3) Jack Danielrsquos Is First Spirits Brand to Buy Twitter Ads ClickZ Retrieved from httpwwwclickzcomclickznews2046786jack-daniels-spirits-brand-twitter-ads
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 77
ldquoThe advantage for us is that people see Jack Danielrsquos as a friend itrsquos a very social brand by nature We have an unprecedented opportunity to have real conversations with our consumers via social mediardquo
Marjorie Dufek Brown Forman
Jack Daniels Is First Spirits Brand to Buy
Twitter Ads
Paid Advertising on Twitter
Photo Credit ndash Fan Photo on Jack Daniels Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 78
Direct Impressions Generated by Alcohol Brands on Twitter
of Tweets Following Followers Estimated Impressions
Pabst Blue Ribbon 4543 349 1754 3984211
Smirnoff 2048 16631 15140 15503360
Stolichnaya 1590 1642 1857 1476315
HPNOTIQ 1460 1775 893 651890
Skyy Vodka 851 387 2057 875254
Bacardi 569 17985 20451 5818310
Bacon Vodka 436 2044 3577 779786
Dolce Touch Vodka 407 1512 1655 336793
Don Q Rum 353 1617 1322 233333
Absolut Vodka 288 327 1531 220464
TOTAL 12545 44179 48483 29879715
Based on linear follower growth
Source Twitter February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 79
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Hour
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 80
Smirnoff Photo Albums on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81
42888 Image Results for ldquoBud Lightrdquo on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 23
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 24
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 25
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 26
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 27
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 28
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 29
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 30
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 31
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 32
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 33
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 34
Youth on Captain Morgan USA Facebook Page
ldquoThe Facebook ad targeted Lawrence area youths who might be looking for a fake ID A total of 5246 people between the ages of 16 and 20 clicked on the adhelliprdquo
ldquoCoalition 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 studentsrdquo
Blakesley D (2011 February 26) No Faking Lawrence police cracking down on bogus IDs Lawrence Journal-World Retrieved from httpwww2ljworldcomnews2011feb26no-faking-lawrence-police-cracking-down-bogus-ids
ldquoAll the 225 profiles that were examined belonged to male undergraduate studentshellipMore than 68 of the profiles belonged to students who were under the legal US drinking agehelliprdquo
ldquoReferences to alcohol were present on 8533 of the profileshellipThe average number of alcohol references per profile was 85helliprdquo
Egan KG amp Moreno MA (2011 March 15) Alcohol References on Undergraduate Malesrsquo Facebook Profiles American Journal of Menrsquos Health 5(2) doi1011771557988310394341
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 35
Facebook Alcohol Concerns
ldquoFacebook claims the information they surrender to these companies is anonymous but itrsquos not Companies can combine the lsquoanonymizedrsquo 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 envyrdquo
Krishnamurthy B amp Wills CE (2010 January) On the leakage of personally identifiable information via online social networks ACM SIGCOMM Computer Communication Review 40(1) Retrieved from httpwebcswpiedu~cewpaperswosn09pdf
ldquoInformation about an individualrsquos 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 individualsrsquo SSNs and their birth data and found that for younger cohorts the correlation allows statistical inference of private SSNsrdquo
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 httpwwwpnasorgcontentearly200907020904891106fullpdf+html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 36
Facebook Privacy Concerns
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 37
Captain Morgan USA Brand Page on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 38
Fan Recruitment and Permission Marketing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 39
Number of Fans for Top Alcohol Brands on Facebook
Fans Growth (Last Month)
Heineken 1308995 +1148
Jack Danielrsquos Tennessee Whiskey 1126286 +735
Bud Light 1068945 +418
Dos Equis 1051066 +063
Budweiser 735073 +627
Jim Beam 707338 +1490
Smirnoff Ice 619736 +064
Captain Morgan USA 602668 +394
Absolut 595534 +212
Corona 484356 +279
TOTAL 8299997 +572
Source Facebook April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 40
Captain Morgan USA Brand Wall
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 41
Conversations With Joose
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 42
Conversations With Joose (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 43
Conversations With Joose (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 44
Interactions on Alcohol Brand Walls in January 2011
Brand Posts User ldquoLikesrdquo User Comments
Jack Danielrsquos Tennessee Whiskey 9 9211 1544
Bud Light 16 12611 2405
Heineken 13 21070 6400
Absolut 8 1845 248
Captain Morgan USA 51 23677 9010
Jim Beam 16 8076 1465
Corona 3 2191 438
Miller Lite 4 1329 334
Hennessy 11 6812 1431
Smirnoff US 27 11483 2677
TOTAL 158 98305 25952
Source Facebook February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 45
Annual Value of Facebook Fans for Top Alcohol Brands
Fans Annual Value
Heineken 1308995 $4712382
Jack Danielrsquos Tennessee Whiskey 1126286 $4054629
Bud Light 1068945 $3848202
Dos Equis 1051066 $3783837
Budweiser 735073 $2646262
Jim Beam 707338 $2546416
Smirnoff Ice 619736 $2231049
Captain Morgan USA 602668 $2169604
Absolut 595534 $2143922
Corona 484356 $1743681
TOTAL 8299997 $29879989
Based on $360 annual value of Facebook fan (Source Virtrue)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 46
Brand-Uploaded Photo Albums on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 47
User-Uploaded Photos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 48
Brand-Uploaded Videos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 49
User-Uploaded Videos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 50
Photos and Videos on Alcohol Brand Pages
Brand Photos Fan Photos Brand Videos Fan Videos
Jack Danielrsquos Tennessee Whiskey 784 2142 40 8
Bud Light 656 1116 24 25
Heineken 7400 625 65 0
Absolut 427 101 25 3
Captain Morgan USA 2108 1743 44 4
Jim Beam 121 534 33 0
Corona 20 1204 20 8
Miller Lite 605 412 6 0
Hennessy 1063 516 56 7
Smirnoff US 1576 121 50 0
TOTAL 14760 8514 363 55
Source Facebook February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 51
Fan Photo on Bud Light Lime Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 52
Fan Photo on Bud Light Lime Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 53
Brand-Uploaded Photo on Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 54
Brand-Uploaded Photo on Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 55
Fan Photo on Jack Danielrsquos Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 56
Brand Evangelism
Photo Credit ndash Fan Photo on Coors Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 57
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 58
Peer Advertising = Social Proof
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 59
Thousands of User-Generated Alcohol Brand-Oriented Pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 60
Team Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 61
Team Bud Light Facebook Page (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 62
Thousands of User-Generated Alcohol Brand-Oriented Groups
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 63
Thousands of User-Generated Alcohol Brand-Oriented Events
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 64
YouTube Demographics
Heineken Aims Its Ads at Young Digital Devotees
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 ldquoOpen your worldrdquo made its way onto TV in about 30 countries three months later but not before being viewed frequently online
ldquoThe Daterdquo has a different cast from ldquoThe Entrancerdquo and the plots diverge The new spot is about a young man on a wild date and the previous one is about a young manrsquos show-stopping arrival at a wild party
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 ndash or in place of ndash traditional means
This is particularly true for a beer brand like Heineken Its intended target audience is men ages 18 or 21 (depending on a countryrsquos legal minimum drinking age) to 34hellipMaking that even more appropriate for Heineken is a goal to reach a subset of younger men who are ldquoworldly cosmopolitanrdquo Mr Nasard said who ldquoover-index in Internet usagerdquo
Elliott S (2011 May 25) Heineken Aims Its Ads at Young Digital Devotees The New York Times Retrieved from httpwwwnytimescom20110526businessmedia26adcohtml
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 65
Heineken Targets Youth Viewers on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 66
Alcohol Brand Channels on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 67
How Many People Are Visiting Alcohol Brand Channels
of Videos Channel Views Upload Views
Malibu Rum 43 13962 153114
Absolut Vodka 39 1299817 3757718
Grey Goose Vodka 33 44118 383600
Heineken USA 21 119931 381953
Bacardi Superior 14 250493 206017
Captain Morgan 13 575040 603057
Smirnoff 12 279708 456692
Bud Light 5 26665 2679065
TOTAL 180 2609734 8621216
Source YouTube February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 68
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaign
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 69
Absolut Vodka ndash Advertising as Content
This Pornrsquos for You Budweiserrsquos Racy Web Ad
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 theyre being lauded for it
Last year Budweisers 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
Luscombe B (2009 June 4) This Pornrsquos for You Budweiserrsquos Racy Web Ad Time Retrieved from httpwwwtimecomtimeartsarticle08599190242000html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 70
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Swear Jar
Best Budlight Commercial Ever ndash Beer amp Porn
>
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 71
Bud Light Videos Shared on Blogs
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 72
Bud Light Videos Shared on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 73
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Title Username Views
Bud Light Super Bowl Commercial Too Racy for TV 1togrowon 3276358
Bud Light Super Bowl Commercial Too Controversial for TV 1togrowon 3108084
Best Budlight Commercial Ever ndash Beer amp Porn perrycomo92882 1133713
Bud Light ldquoCut The Cheeserdquo secret TV spot not on Super Bowl razzledog 737928
TOTAL 15654689
Source YouTube April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 74
Alcohol Brands on Twitter
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 75
Tweets Driving Purchase Intent
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 76
Tweets Driving Traffic to Other Social Media Content
Last month Tennessee-based distillery Jack Danielrsquos 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
Marjorie Dufek interactive marketing director at Brown Forman said Twitter reported ldquosignificantly higher than averagerdquo engagement rates for the campaign as well as greater use of the brand name within tweets than its advertisers usually experience
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
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
Marshall J (2011 May 3) Jack Danielrsquos Is First Spirits Brand to Buy Twitter Ads ClickZ Retrieved from httpwwwclickzcomclickznews2046786jack-daniels-spirits-brand-twitter-ads
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 77
ldquoThe advantage for us is that people see Jack Danielrsquos as a friend itrsquos a very social brand by nature We have an unprecedented opportunity to have real conversations with our consumers via social mediardquo
Marjorie Dufek Brown Forman
Jack Daniels Is First Spirits Brand to Buy
Twitter Ads
Paid Advertising on Twitter
Photo Credit ndash Fan Photo on Jack Daniels Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 78
Direct Impressions Generated by Alcohol Brands on Twitter
of Tweets Following Followers Estimated Impressions
Pabst Blue Ribbon 4543 349 1754 3984211
Smirnoff 2048 16631 15140 15503360
Stolichnaya 1590 1642 1857 1476315
HPNOTIQ 1460 1775 893 651890
Skyy Vodka 851 387 2057 875254
Bacardi 569 17985 20451 5818310
Bacon Vodka 436 2044 3577 779786
Dolce Touch Vodka 407 1512 1655 336793
Don Q Rum 353 1617 1322 233333
Absolut Vodka 288 327 1531 220464
TOTAL 12545 44179 48483 29879715
Based on linear follower growth
Source Twitter February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 79
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Hour
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 80
Smirnoff Photo Albums on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81
42888 Image Results for ldquoBud Lightrdquo on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 24
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 25
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 26
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 27
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 28
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 29
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 30
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 31
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 32
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 33
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 34
Youth on Captain Morgan USA Facebook Page
ldquoThe Facebook ad targeted Lawrence area youths who might be looking for a fake ID A total of 5246 people between the ages of 16 and 20 clicked on the adhelliprdquo
ldquoCoalition 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 studentsrdquo
Blakesley D (2011 February 26) No Faking Lawrence police cracking down on bogus IDs Lawrence Journal-World Retrieved from httpwww2ljworldcomnews2011feb26no-faking-lawrence-police-cracking-down-bogus-ids
ldquoAll the 225 profiles that were examined belonged to male undergraduate studentshellipMore than 68 of the profiles belonged to students who were under the legal US drinking agehelliprdquo
ldquoReferences to alcohol were present on 8533 of the profileshellipThe average number of alcohol references per profile was 85helliprdquo
Egan KG amp Moreno MA (2011 March 15) Alcohol References on Undergraduate Malesrsquo Facebook Profiles American Journal of Menrsquos Health 5(2) doi1011771557988310394341
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 35
Facebook Alcohol Concerns
ldquoFacebook claims the information they surrender to these companies is anonymous but itrsquos not Companies can combine the lsquoanonymizedrsquo 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 envyrdquo
Krishnamurthy B amp Wills CE (2010 January) On the leakage of personally identifiable information via online social networks ACM SIGCOMM Computer Communication Review 40(1) Retrieved from httpwebcswpiedu~cewpaperswosn09pdf
ldquoInformation about an individualrsquos 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 individualsrsquo SSNs and their birth data and found that for younger cohorts the correlation allows statistical inference of private SSNsrdquo
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 httpwwwpnasorgcontentearly200907020904891106fullpdf+html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 36
Facebook Privacy Concerns
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 37
Captain Morgan USA Brand Page on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 38
Fan Recruitment and Permission Marketing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 39
Number of Fans for Top Alcohol Brands on Facebook
Fans Growth (Last Month)
Heineken 1308995 +1148
Jack Danielrsquos Tennessee Whiskey 1126286 +735
Bud Light 1068945 +418
Dos Equis 1051066 +063
Budweiser 735073 +627
Jim Beam 707338 +1490
Smirnoff Ice 619736 +064
Captain Morgan USA 602668 +394
Absolut 595534 +212
Corona 484356 +279
TOTAL 8299997 +572
Source Facebook April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 40
Captain Morgan USA Brand Wall
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 41
Conversations With Joose
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 42
Conversations With Joose (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 43
Conversations With Joose (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 44
Interactions on Alcohol Brand Walls in January 2011
Brand Posts User ldquoLikesrdquo User Comments
Jack Danielrsquos Tennessee Whiskey 9 9211 1544
Bud Light 16 12611 2405
Heineken 13 21070 6400
Absolut 8 1845 248
Captain Morgan USA 51 23677 9010
Jim Beam 16 8076 1465
Corona 3 2191 438
Miller Lite 4 1329 334
Hennessy 11 6812 1431
Smirnoff US 27 11483 2677
TOTAL 158 98305 25952
Source Facebook February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 45
Annual Value of Facebook Fans for Top Alcohol Brands
Fans Annual Value
Heineken 1308995 $4712382
Jack Danielrsquos Tennessee Whiskey 1126286 $4054629
Bud Light 1068945 $3848202
Dos Equis 1051066 $3783837
Budweiser 735073 $2646262
Jim Beam 707338 $2546416
Smirnoff Ice 619736 $2231049
Captain Morgan USA 602668 $2169604
Absolut 595534 $2143922
Corona 484356 $1743681
TOTAL 8299997 $29879989
Based on $360 annual value of Facebook fan (Source Virtrue)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 46
Brand-Uploaded Photo Albums on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 47
User-Uploaded Photos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 48
Brand-Uploaded Videos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 49
User-Uploaded Videos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 50
Photos and Videos on Alcohol Brand Pages
Brand Photos Fan Photos Brand Videos Fan Videos
Jack Danielrsquos Tennessee Whiskey 784 2142 40 8
Bud Light 656 1116 24 25
Heineken 7400 625 65 0
Absolut 427 101 25 3
Captain Morgan USA 2108 1743 44 4
Jim Beam 121 534 33 0
Corona 20 1204 20 8
Miller Lite 605 412 6 0
Hennessy 1063 516 56 7
Smirnoff US 1576 121 50 0
TOTAL 14760 8514 363 55
Source Facebook February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 51
Fan Photo on Bud Light Lime Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 52
Fan Photo on Bud Light Lime Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 53
Brand-Uploaded Photo on Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 54
Brand-Uploaded Photo on Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 55
Fan Photo on Jack Danielrsquos Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 56
Brand Evangelism
Photo Credit ndash Fan Photo on Coors Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 57
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 58
Peer Advertising = Social Proof
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 59
Thousands of User-Generated Alcohol Brand-Oriented Pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 60
Team Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 61
Team Bud Light Facebook Page (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 62
Thousands of User-Generated Alcohol Brand-Oriented Groups
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 63
Thousands of User-Generated Alcohol Brand-Oriented Events
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 64
YouTube Demographics
Heineken Aims Its Ads at Young Digital Devotees
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 ldquoOpen your worldrdquo made its way onto TV in about 30 countries three months later but not before being viewed frequently online
ldquoThe Daterdquo has a different cast from ldquoThe Entrancerdquo and the plots diverge The new spot is about a young man on a wild date and the previous one is about a young manrsquos show-stopping arrival at a wild party
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 ndash or in place of ndash traditional means
This is particularly true for a beer brand like Heineken Its intended target audience is men ages 18 or 21 (depending on a countryrsquos legal minimum drinking age) to 34hellipMaking that even more appropriate for Heineken is a goal to reach a subset of younger men who are ldquoworldly cosmopolitanrdquo Mr Nasard said who ldquoover-index in Internet usagerdquo
Elliott S (2011 May 25) Heineken Aims Its Ads at Young Digital Devotees The New York Times Retrieved from httpwwwnytimescom20110526businessmedia26adcohtml
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 65
Heineken Targets Youth Viewers on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 66
Alcohol Brand Channels on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 67
How Many People Are Visiting Alcohol Brand Channels
of Videos Channel Views Upload Views
Malibu Rum 43 13962 153114
Absolut Vodka 39 1299817 3757718
Grey Goose Vodka 33 44118 383600
Heineken USA 21 119931 381953
Bacardi Superior 14 250493 206017
Captain Morgan 13 575040 603057
Smirnoff 12 279708 456692
Bud Light 5 26665 2679065
TOTAL 180 2609734 8621216
Source YouTube February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 68
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaign
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 69
Absolut Vodka ndash Advertising as Content
This Pornrsquos for You Budweiserrsquos Racy Web Ad
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 theyre being lauded for it
Last year Budweisers 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
Luscombe B (2009 June 4) This Pornrsquos for You Budweiserrsquos Racy Web Ad Time Retrieved from httpwwwtimecomtimeartsarticle08599190242000html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 70
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Swear Jar
Best Budlight Commercial Ever ndash Beer amp Porn
>
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 71
Bud Light Videos Shared on Blogs
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 72
Bud Light Videos Shared on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 73
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Title Username Views
Bud Light Super Bowl Commercial Too Racy for TV 1togrowon 3276358
Bud Light Super Bowl Commercial Too Controversial for TV 1togrowon 3108084
Best Budlight Commercial Ever ndash Beer amp Porn perrycomo92882 1133713
Bud Light ldquoCut The Cheeserdquo secret TV spot not on Super Bowl razzledog 737928
TOTAL 15654689
Source YouTube April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 74
Alcohol Brands on Twitter
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 75
Tweets Driving Purchase Intent
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 76
Tweets Driving Traffic to Other Social Media Content
Last month Tennessee-based distillery Jack Danielrsquos 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
Marjorie Dufek interactive marketing director at Brown Forman said Twitter reported ldquosignificantly higher than averagerdquo engagement rates for the campaign as well as greater use of the brand name within tweets than its advertisers usually experience
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
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
Marshall J (2011 May 3) Jack Danielrsquos Is First Spirits Brand to Buy Twitter Ads ClickZ Retrieved from httpwwwclickzcomclickznews2046786jack-daniels-spirits-brand-twitter-ads
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 77
ldquoThe advantage for us is that people see Jack Danielrsquos as a friend itrsquos a very social brand by nature We have an unprecedented opportunity to have real conversations with our consumers via social mediardquo
Marjorie Dufek Brown Forman
Jack Daniels Is First Spirits Brand to Buy
Twitter Ads
Paid Advertising on Twitter
Photo Credit ndash Fan Photo on Jack Daniels Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 78
Direct Impressions Generated by Alcohol Brands on Twitter
of Tweets Following Followers Estimated Impressions
Pabst Blue Ribbon 4543 349 1754 3984211
Smirnoff 2048 16631 15140 15503360
Stolichnaya 1590 1642 1857 1476315
HPNOTIQ 1460 1775 893 651890
Skyy Vodka 851 387 2057 875254
Bacardi 569 17985 20451 5818310
Bacon Vodka 436 2044 3577 779786
Dolce Touch Vodka 407 1512 1655 336793
Don Q Rum 353 1617 1322 233333
Absolut Vodka 288 327 1531 220464
TOTAL 12545 44179 48483 29879715
Based on linear follower growth
Source Twitter February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 79
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Hour
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 80
Smirnoff Photo Albums on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81
42888 Image Results for ldquoBud Lightrdquo on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 25
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 26
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 27
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 28
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 29
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 30
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 31
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 32
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 33
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 34
Youth on Captain Morgan USA Facebook Page
ldquoThe Facebook ad targeted Lawrence area youths who might be looking for a fake ID A total of 5246 people between the ages of 16 and 20 clicked on the adhelliprdquo
ldquoCoalition 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 studentsrdquo
Blakesley D (2011 February 26) No Faking Lawrence police cracking down on bogus IDs Lawrence Journal-World Retrieved from httpwww2ljworldcomnews2011feb26no-faking-lawrence-police-cracking-down-bogus-ids
ldquoAll the 225 profiles that were examined belonged to male undergraduate studentshellipMore than 68 of the profiles belonged to students who were under the legal US drinking agehelliprdquo
ldquoReferences to alcohol were present on 8533 of the profileshellipThe average number of alcohol references per profile was 85helliprdquo
Egan KG amp Moreno MA (2011 March 15) Alcohol References on Undergraduate Malesrsquo Facebook Profiles American Journal of Menrsquos Health 5(2) doi1011771557988310394341
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 35
Facebook Alcohol Concerns
ldquoFacebook claims the information they surrender to these companies is anonymous but itrsquos not Companies can combine the lsquoanonymizedrsquo 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 envyrdquo
Krishnamurthy B amp Wills CE (2010 January) On the leakage of personally identifiable information via online social networks ACM SIGCOMM Computer Communication Review 40(1) Retrieved from httpwebcswpiedu~cewpaperswosn09pdf
ldquoInformation about an individualrsquos 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 individualsrsquo SSNs and their birth data and found that for younger cohorts the correlation allows statistical inference of private SSNsrdquo
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 httpwwwpnasorgcontentearly200907020904891106fullpdf+html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 36
Facebook Privacy Concerns
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 37
Captain Morgan USA Brand Page on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 38
Fan Recruitment and Permission Marketing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 39
Number of Fans for Top Alcohol Brands on Facebook
Fans Growth (Last Month)
Heineken 1308995 +1148
Jack Danielrsquos Tennessee Whiskey 1126286 +735
Bud Light 1068945 +418
Dos Equis 1051066 +063
Budweiser 735073 +627
Jim Beam 707338 +1490
Smirnoff Ice 619736 +064
Captain Morgan USA 602668 +394
Absolut 595534 +212
Corona 484356 +279
TOTAL 8299997 +572
Source Facebook April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 40
Captain Morgan USA Brand Wall
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 41
Conversations With Joose
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 42
Conversations With Joose (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 43
Conversations With Joose (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 44
Interactions on Alcohol Brand Walls in January 2011
Brand Posts User ldquoLikesrdquo User Comments
Jack Danielrsquos Tennessee Whiskey 9 9211 1544
Bud Light 16 12611 2405
Heineken 13 21070 6400
Absolut 8 1845 248
Captain Morgan USA 51 23677 9010
Jim Beam 16 8076 1465
Corona 3 2191 438
Miller Lite 4 1329 334
Hennessy 11 6812 1431
Smirnoff US 27 11483 2677
TOTAL 158 98305 25952
Source Facebook February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 45
Annual Value of Facebook Fans for Top Alcohol Brands
Fans Annual Value
Heineken 1308995 $4712382
Jack Danielrsquos Tennessee Whiskey 1126286 $4054629
Bud Light 1068945 $3848202
Dos Equis 1051066 $3783837
Budweiser 735073 $2646262
Jim Beam 707338 $2546416
Smirnoff Ice 619736 $2231049
Captain Morgan USA 602668 $2169604
Absolut 595534 $2143922
Corona 484356 $1743681
TOTAL 8299997 $29879989
Based on $360 annual value of Facebook fan (Source Virtrue)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 46
Brand-Uploaded Photo Albums on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 47
User-Uploaded Photos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 48
Brand-Uploaded Videos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 49
User-Uploaded Videos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 50
Photos and Videos on Alcohol Brand Pages
Brand Photos Fan Photos Brand Videos Fan Videos
Jack Danielrsquos Tennessee Whiskey 784 2142 40 8
Bud Light 656 1116 24 25
Heineken 7400 625 65 0
Absolut 427 101 25 3
Captain Morgan USA 2108 1743 44 4
Jim Beam 121 534 33 0
Corona 20 1204 20 8
Miller Lite 605 412 6 0
Hennessy 1063 516 56 7
Smirnoff US 1576 121 50 0
TOTAL 14760 8514 363 55
Source Facebook February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 51
Fan Photo on Bud Light Lime Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 52
Fan Photo on Bud Light Lime Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 53
Brand-Uploaded Photo on Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 54
Brand-Uploaded Photo on Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 55
Fan Photo on Jack Danielrsquos Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 56
Brand Evangelism
Photo Credit ndash Fan Photo on Coors Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 57
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 58
Peer Advertising = Social Proof
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 59
Thousands of User-Generated Alcohol Brand-Oriented Pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 60
Team Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 61
Team Bud Light Facebook Page (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 62
Thousands of User-Generated Alcohol Brand-Oriented Groups
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 63
Thousands of User-Generated Alcohol Brand-Oriented Events
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 64
YouTube Demographics
Heineken Aims Its Ads at Young Digital Devotees
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 ldquoOpen your worldrdquo made its way onto TV in about 30 countries three months later but not before being viewed frequently online
ldquoThe Daterdquo has a different cast from ldquoThe Entrancerdquo and the plots diverge The new spot is about a young man on a wild date and the previous one is about a young manrsquos show-stopping arrival at a wild party
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 ndash or in place of ndash traditional means
This is particularly true for a beer brand like Heineken Its intended target audience is men ages 18 or 21 (depending on a countryrsquos legal minimum drinking age) to 34hellipMaking that even more appropriate for Heineken is a goal to reach a subset of younger men who are ldquoworldly cosmopolitanrdquo Mr Nasard said who ldquoover-index in Internet usagerdquo
Elliott S (2011 May 25) Heineken Aims Its Ads at Young Digital Devotees The New York Times Retrieved from httpwwwnytimescom20110526businessmedia26adcohtml
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 65
Heineken Targets Youth Viewers on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 66
Alcohol Brand Channels on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 67
How Many People Are Visiting Alcohol Brand Channels
of Videos Channel Views Upload Views
Malibu Rum 43 13962 153114
Absolut Vodka 39 1299817 3757718
Grey Goose Vodka 33 44118 383600
Heineken USA 21 119931 381953
Bacardi Superior 14 250493 206017
Captain Morgan 13 575040 603057
Smirnoff 12 279708 456692
Bud Light 5 26665 2679065
TOTAL 180 2609734 8621216
Source YouTube February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 68
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaign
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 69
Absolut Vodka ndash Advertising as Content
This Pornrsquos for You Budweiserrsquos Racy Web Ad
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 theyre being lauded for it
Last year Budweisers 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
Luscombe B (2009 June 4) This Pornrsquos for You Budweiserrsquos Racy Web Ad Time Retrieved from httpwwwtimecomtimeartsarticle08599190242000html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 70
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Swear Jar
Best Budlight Commercial Ever ndash Beer amp Porn
>
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 71
Bud Light Videos Shared on Blogs
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 72
Bud Light Videos Shared on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 73
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Title Username Views
Bud Light Super Bowl Commercial Too Racy for TV 1togrowon 3276358
Bud Light Super Bowl Commercial Too Controversial for TV 1togrowon 3108084
Best Budlight Commercial Ever ndash Beer amp Porn perrycomo92882 1133713
Bud Light ldquoCut The Cheeserdquo secret TV spot not on Super Bowl razzledog 737928
TOTAL 15654689
Source YouTube April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 74
Alcohol Brands on Twitter
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 75
Tweets Driving Purchase Intent
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 76
Tweets Driving Traffic to Other Social Media Content
Last month Tennessee-based distillery Jack Danielrsquos 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
Marjorie Dufek interactive marketing director at Brown Forman said Twitter reported ldquosignificantly higher than averagerdquo engagement rates for the campaign as well as greater use of the brand name within tweets than its advertisers usually experience
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
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
Marshall J (2011 May 3) Jack Danielrsquos Is First Spirits Brand to Buy Twitter Ads ClickZ Retrieved from httpwwwclickzcomclickznews2046786jack-daniels-spirits-brand-twitter-ads
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 77
ldquoThe advantage for us is that people see Jack Danielrsquos as a friend itrsquos a very social brand by nature We have an unprecedented opportunity to have real conversations with our consumers via social mediardquo
Marjorie Dufek Brown Forman
Jack Daniels Is First Spirits Brand to Buy
Twitter Ads
Paid Advertising on Twitter
Photo Credit ndash Fan Photo on Jack Daniels Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 78
Direct Impressions Generated by Alcohol Brands on Twitter
of Tweets Following Followers Estimated Impressions
Pabst Blue Ribbon 4543 349 1754 3984211
Smirnoff 2048 16631 15140 15503360
Stolichnaya 1590 1642 1857 1476315
HPNOTIQ 1460 1775 893 651890
Skyy Vodka 851 387 2057 875254
Bacardi 569 17985 20451 5818310
Bacon Vodka 436 2044 3577 779786
Dolce Touch Vodka 407 1512 1655 336793
Don Q Rum 353 1617 1322 233333
Absolut Vodka 288 327 1531 220464
TOTAL 12545 44179 48483 29879715
Based on linear follower growth
Source Twitter February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 79
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Hour
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 80
Smirnoff Photo Albums on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81
42888 Image Results for ldquoBud Lightrdquo on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 26
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 27
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 28
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 29
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 30
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 31
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 32
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 33
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 34
Youth on Captain Morgan USA Facebook Page
ldquoThe Facebook ad targeted Lawrence area youths who might be looking for a fake ID A total of 5246 people between the ages of 16 and 20 clicked on the adhelliprdquo
ldquoCoalition 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 studentsrdquo
Blakesley D (2011 February 26) No Faking Lawrence police cracking down on bogus IDs Lawrence Journal-World Retrieved from httpwww2ljworldcomnews2011feb26no-faking-lawrence-police-cracking-down-bogus-ids
ldquoAll the 225 profiles that were examined belonged to male undergraduate studentshellipMore than 68 of the profiles belonged to students who were under the legal US drinking agehelliprdquo
ldquoReferences to alcohol were present on 8533 of the profileshellipThe average number of alcohol references per profile was 85helliprdquo
Egan KG amp Moreno MA (2011 March 15) Alcohol References on Undergraduate Malesrsquo Facebook Profiles American Journal of Menrsquos Health 5(2) doi1011771557988310394341
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 35
Facebook Alcohol Concerns
ldquoFacebook claims the information they surrender to these companies is anonymous but itrsquos not Companies can combine the lsquoanonymizedrsquo 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 envyrdquo
Krishnamurthy B amp Wills CE (2010 January) On the leakage of personally identifiable information via online social networks ACM SIGCOMM Computer Communication Review 40(1) Retrieved from httpwebcswpiedu~cewpaperswosn09pdf
ldquoInformation about an individualrsquos 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 individualsrsquo SSNs and their birth data and found that for younger cohorts the correlation allows statistical inference of private SSNsrdquo
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 httpwwwpnasorgcontentearly200907020904891106fullpdf+html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 36
Facebook Privacy Concerns
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 37
Captain Morgan USA Brand Page on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 38
Fan Recruitment and Permission Marketing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 39
Number of Fans for Top Alcohol Brands on Facebook
Fans Growth (Last Month)
Heineken 1308995 +1148
Jack Danielrsquos Tennessee Whiskey 1126286 +735
Bud Light 1068945 +418
Dos Equis 1051066 +063
Budweiser 735073 +627
Jim Beam 707338 +1490
Smirnoff Ice 619736 +064
Captain Morgan USA 602668 +394
Absolut 595534 +212
Corona 484356 +279
TOTAL 8299997 +572
Source Facebook April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 40
Captain Morgan USA Brand Wall
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 41
Conversations With Joose
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 42
Conversations With Joose (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 43
Conversations With Joose (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 44
Interactions on Alcohol Brand Walls in January 2011
Brand Posts User ldquoLikesrdquo User Comments
Jack Danielrsquos Tennessee Whiskey 9 9211 1544
Bud Light 16 12611 2405
Heineken 13 21070 6400
Absolut 8 1845 248
Captain Morgan USA 51 23677 9010
Jim Beam 16 8076 1465
Corona 3 2191 438
Miller Lite 4 1329 334
Hennessy 11 6812 1431
Smirnoff US 27 11483 2677
TOTAL 158 98305 25952
Source Facebook February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 45
Annual Value of Facebook Fans for Top Alcohol Brands
Fans Annual Value
Heineken 1308995 $4712382
Jack Danielrsquos Tennessee Whiskey 1126286 $4054629
Bud Light 1068945 $3848202
Dos Equis 1051066 $3783837
Budweiser 735073 $2646262
Jim Beam 707338 $2546416
Smirnoff Ice 619736 $2231049
Captain Morgan USA 602668 $2169604
Absolut 595534 $2143922
Corona 484356 $1743681
TOTAL 8299997 $29879989
Based on $360 annual value of Facebook fan (Source Virtrue)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 46
Brand-Uploaded Photo Albums on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 47
User-Uploaded Photos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 48
Brand-Uploaded Videos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 49
User-Uploaded Videos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 50
Photos and Videos on Alcohol Brand Pages
Brand Photos Fan Photos Brand Videos Fan Videos
Jack Danielrsquos Tennessee Whiskey 784 2142 40 8
Bud Light 656 1116 24 25
Heineken 7400 625 65 0
Absolut 427 101 25 3
Captain Morgan USA 2108 1743 44 4
Jim Beam 121 534 33 0
Corona 20 1204 20 8
Miller Lite 605 412 6 0
Hennessy 1063 516 56 7
Smirnoff US 1576 121 50 0
TOTAL 14760 8514 363 55
Source Facebook February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 51
Fan Photo on Bud Light Lime Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 52
Fan Photo on Bud Light Lime Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 53
Brand-Uploaded Photo on Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 54
Brand-Uploaded Photo on Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 55
Fan Photo on Jack Danielrsquos Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 56
Brand Evangelism
Photo Credit ndash Fan Photo on Coors Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 57
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 58
Peer Advertising = Social Proof
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 59
Thousands of User-Generated Alcohol Brand-Oriented Pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 60
Team Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 61
Team Bud Light Facebook Page (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 62
Thousands of User-Generated Alcohol Brand-Oriented Groups
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 63
Thousands of User-Generated Alcohol Brand-Oriented Events
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 64
YouTube Demographics
Heineken Aims Its Ads at Young Digital Devotees
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 ldquoOpen your worldrdquo made its way onto TV in about 30 countries three months later but not before being viewed frequently online
ldquoThe Daterdquo has a different cast from ldquoThe Entrancerdquo and the plots diverge The new spot is about a young man on a wild date and the previous one is about a young manrsquos show-stopping arrival at a wild party
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 ndash or in place of ndash traditional means
This is particularly true for a beer brand like Heineken Its intended target audience is men ages 18 or 21 (depending on a countryrsquos legal minimum drinking age) to 34hellipMaking that even more appropriate for Heineken is a goal to reach a subset of younger men who are ldquoworldly cosmopolitanrdquo Mr Nasard said who ldquoover-index in Internet usagerdquo
Elliott S (2011 May 25) Heineken Aims Its Ads at Young Digital Devotees The New York Times Retrieved from httpwwwnytimescom20110526businessmedia26adcohtml
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 65
Heineken Targets Youth Viewers on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 66
Alcohol Brand Channels on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 67
How Many People Are Visiting Alcohol Brand Channels
of Videos Channel Views Upload Views
Malibu Rum 43 13962 153114
Absolut Vodka 39 1299817 3757718
Grey Goose Vodka 33 44118 383600
Heineken USA 21 119931 381953
Bacardi Superior 14 250493 206017
Captain Morgan 13 575040 603057
Smirnoff 12 279708 456692
Bud Light 5 26665 2679065
TOTAL 180 2609734 8621216
Source YouTube February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 68
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaign
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 69
Absolut Vodka ndash Advertising as Content
This Pornrsquos for You Budweiserrsquos Racy Web Ad
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 theyre being lauded for it
Last year Budweisers 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
Luscombe B (2009 June 4) This Pornrsquos for You Budweiserrsquos Racy Web Ad Time Retrieved from httpwwwtimecomtimeartsarticle08599190242000html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 70
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Swear Jar
Best Budlight Commercial Ever ndash Beer amp Porn
>
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 71
Bud Light Videos Shared on Blogs
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 72
Bud Light Videos Shared on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 73
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Title Username Views
Bud Light Super Bowl Commercial Too Racy for TV 1togrowon 3276358
Bud Light Super Bowl Commercial Too Controversial for TV 1togrowon 3108084
Best Budlight Commercial Ever ndash Beer amp Porn perrycomo92882 1133713
Bud Light ldquoCut The Cheeserdquo secret TV spot not on Super Bowl razzledog 737928
TOTAL 15654689
Source YouTube April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 74
Alcohol Brands on Twitter
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 75
Tweets Driving Purchase Intent
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 76
Tweets Driving Traffic to Other Social Media Content
Last month Tennessee-based distillery Jack Danielrsquos 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
Marjorie Dufek interactive marketing director at Brown Forman said Twitter reported ldquosignificantly higher than averagerdquo engagement rates for the campaign as well as greater use of the brand name within tweets than its advertisers usually experience
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
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
Marshall J (2011 May 3) Jack Danielrsquos Is First Spirits Brand to Buy Twitter Ads ClickZ Retrieved from httpwwwclickzcomclickznews2046786jack-daniels-spirits-brand-twitter-ads
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 77
ldquoThe advantage for us is that people see Jack Danielrsquos as a friend itrsquos a very social brand by nature We have an unprecedented opportunity to have real conversations with our consumers via social mediardquo
Marjorie Dufek Brown Forman
Jack Daniels Is First Spirits Brand to Buy
Twitter Ads
Paid Advertising on Twitter
Photo Credit ndash Fan Photo on Jack Daniels Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 78
Direct Impressions Generated by Alcohol Brands on Twitter
of Tweets Following Followers Estimated Impressions
Pabst Blue Ribbon 4543 349 1754 3984211
Smirnoff 2048 16631 15140 15503360
Stolichnaya 1590 1642 1857 1476315
HPNOTIQ 1460 1775 893 651890
Skyy Vodka 851 387 2057 875254
Bacardi 569 17985 20451 5818310
Bacon Vodka 436 2044 3577 779786
Dolce Touch Vodka 407 1512 1655 336793
Don Q Rum 353 1617 1322 233333
Absolut Vodka 288 327 1531 220464
TOTAL 12545 44179 48483 29879715
Based on linear follower growth
Source Twitter February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 79
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Hour
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 80
Smirnoff Photo Albums on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81
42888 Image Results for ldquoBud Lightrdquo on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 27
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 28
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 29
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 30
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 31
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 32
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 33
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 34
Youth on Captain Morgan USA Facebook Page
ldquoThe Facebook ad targeted Lawrence area youths who might be looking for a fake ID A total of 5246 people between the ages of 16 and 20 clicked on the adhelliprdquo
ldquoCoalition 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 studentsrdquo
Blakesley D (2011 February 26) No Faking Lawrence police cracking down on bogus IDs Lawrence Journal-World Retrieved from httpwww2ljworldcomnews2011feb26no-faking-lawrence-police-cracking-down-bogus-ids
ldquoAll the 225 profiles that were examined belonged to male undergraduate studentshellipMore than 68 of the profiles belonged to students who were under the legal US drinking agehelliprdquo
ldquoReferences to alcohol were present on 8533 of the profileshellipThe average number of alcohol references per profile was 85helliprdquo
Egan KG amp Moreno MA (2011 March 15) Alcohol References on Undergraduate Malesrsquo Facebook Profiles American Journal of Menrsquos Health 5(2) doi1011771557988310394341
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 35
Facebook Alcohol Concerns
ldquoFacebook claims the information they surrender to these companies is anonymous but itrsquos not Companies can combine the lsquoanonymizedrsquo 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 envyrdquo
Krishnamurthy B amp Wills CE (2010 January) On the leakage of personally identifiable information via online social networks ACM SIGCOMM Computer Communication Review 40(1) Retrieved from httpwebcswpiedu~cewpaperswosn09pdf
ldquoInformation about an individualrsquos 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 individualsrsquo SSNs and their birth data and found that for younger cohorts the correlation allows statistical inference of private SSNsrdquo
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 httpwwwpnasorgcontentearly200907020904891106fullpdf+html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 36
Facebook Privacy Concerns
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 37
Captain Morgan USA Brand Page on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 38
Fan Recruitment and Permission Marketing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 39
Number of Fans for Top Alcohol Brands on Facebook
Fans Growth (Last Month)
Heineken 1308995 +1148
Jack Danielrsquos Tennessee Whiskey 1126286 +735
Bud Light 1068945 +418
Dos Equis 1051066 +063
Budweiser 735073 +627
Jim Beam 707338 +1490
Smirnoff Ice 619736 +064
Captain Morgan USA 602668 +394
Absolut 595534 +212
Corona 484356 +279
TOTAL 8299997 +572
Source Facebook April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 40
Captain Morgan USA Brand Wall
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 41
Conversations With Joose
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 42
Conversations With Joose (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 43
Conversations With Joose (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 44
Interactions on Alcohol Brand Walls in January 2011
Brand Posts User ldquoLikesrdquo User Comments
Jack Danielrsquos Tennessee Whiskey 9 9211 1544
Bud Light 16 12611 2405
Heineken 13 21070 6400
Absolut 8 1845 248
Captain Morgan USA 51 23677 9010
Jim Beam 16 8076 1465
Corona 3 2191 438
Miller Lite 4 1329 334
Hennessy 11 6812 1431
Smirnoff US 27 11483 2677
TOTAL 158 98305 25952
Source Facebook February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 45
Annual Value of Facebook Fans for Top Alcohol Brands
Fans Annual Value
Heineken 1308995 $4712382
Jack Danielrsquos Tennessee Whiskey 1126286 $4054629
Bud Light 1068945 $3848202
Dos Equis 1051066 $3783837
Budweiser 735073 $2646262
Jim Beam 707338 $2546416
Smirnoff Ice 619736 $2231049
Captain Morgan USA 602668 $2169604
Absolut 595534 $2143922
Corona 484356 $1743681
TOTAL 8299997 $29879989
Based on $360 annual value of Facebook fan (Source Virtrue)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 46
Brand-Uploaded Photo Albums on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 47
User-Uploaded Photos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 48
Brand-Uploaded Videos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 49
User-Uploaded Videos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 50
Photos and Videos on Alcohol Brand Pages
Brand Photos Fan Photos Brand Videos Fan Videos
Jack Danielrsquos Tennessee Whiskey 784 2142 40 8
Bud Light 656 1116 24 25
Heineken 7400 625 65 0
Absolut 427 101 25 3
Captain Morgan USA 2108 1743 44 4
Jim Beam 121 534 33 0
Corona 20 1204 20 8
Miller Lite 605 412 6 0
Hennessy 1063 516 56 7
Smirnoff US 1576 121 50 0
TOTAL 14760 8514 363 55
Source Facebook February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 51
Fan Photo on Bud Light Lime Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 52
Fan Photo on Bud Light Lime Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 53
Brand-Uploaded Photo on Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 54
Brand-Uploaded Photo on Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 55
Fan Photo on Jack Danielrsquos Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 56
Brand Evangelism
Photo Credit ndash Fan Photo on Coors Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 57
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 58
Peer Advertising = Social Proof
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 59
Thousands of User-Generated Alcohol Brand-Oriented Pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 60
Team Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 61
Team Bud Light Facebook Page (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 62
Thousands of User-Generated Alcohol Brand-Oriented Groups
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 63
Thousands of User-Generated Alcohol Brand-Oriented Events
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 64
YouTube Demographics
Heineken Aims Its Ads at Young Digital Devotees
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 ldquoOpen your worldrdquo made its way onto TV in about 30 countries three months later but not before being viewed frequently online
ldquoThe Daterdquo has a different cast from ldquoThe Entrancerdquo and the plots diverge The new spot is about a young man on a wild date and the previous one is about a young manrsquos show-stopping arrival at a wild party
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 ndash or in place of ndash traditional means
This is particularly true for a beer brand like Heineken Its intended target audience is men ages 18 or 21 (depending on a countryrsquos legal minimum drinking age) to 34hellipMaking that even more appropriate for Heineken is a goal to reach a subset of younger men who are ldquoworldly cosmopolitanrdquo Mr Nasard said who ldquoover-index in Internet usagerdquo
Elliott S (2011 May 25) Heineken Aims Its Ads at Young Digital Devotees The New York Times Retrieved from httpwwwnytimescom20110526businessmedia26adcohtml
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 65
Heineken Targets Youth Viewers on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 66
Alcohol Brand Channels on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 67
How Many People Are Visiting Alcohol Brand Channels
of Videos Channel Views Upload Views
Malibu Rum 43 13962 153114
Absolut Vodka 39 1299817 3757718
Grey Goose Vodka 33 44118 383600
Heineken USA 21 119931 381953
Bacardi Superior 14 250493 206017
Captain Morgan 13 575040 603057
Smirnoff 12 279708 456692
Bud Light 5 26665 2679065
TOTAL 180 2609734 8621216
Source YouTube February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 68
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaign
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 69
Absolut Vodka ndash Advertising as Content
This Pornrsquos for You Budweiserrsquos Racy Web Ad
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 theyre being lauded for it
Last year Budweisers 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
Luscombe B (2009 June 4) This Pornrsquos for You Budweiserrsquos Racy Web Ad Time Retrieved from httpwwwtimecomtimeartsarticle08599190242000html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 70
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Swear Jar
Best Budlight Commercial Ever ndash Beer amp Porn
>
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 71
Bud Light Videos Shared on Blogs
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 72
Bud Light Videos Shared on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 73
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Title Username Views
Bud Light Super Bowl Commercial Too Racy for TV 1togrowon 3276358
Bud Light Super Bowl Commercial Too Controversial for TV 1togrowon 3108084
Best Budlight Commercial Ever ndash Beer amp Porn perrycomo92882 1133713
Bud Light ldquoCut The Cheeserdquo secret TV spot not on Super Bowl razzledog 737928
TOTAL 15654689
Source YouTube April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 74
Alcohol Brands on Twitter
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 75
Tweets Driving Purchase Intent
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 76
Tweets Driving Traffic to Other Social Media Content
Last month Tennessee-based distillery Jack Danielrsquos 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
Marjorie Dufek interactive marketing director at Brown Forman said Twitter reported ldquosignificantly higher than averagerdquo engagement rates for the campaign as well as greater use of the brand name within tweets than its advertisers usually experience
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
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
Marshall J (2011 May 3) Jack Danielrsquos Is First Spirits Brand to Buy Twitter Ads ClickZ Retrieved from httpwwwclickzcomclickznews2046786jack-daniels-spirits-brand-twitter-ads
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 77
ldquoThe advantage for us is that people see Jack Danielrsquos as a friend itrsquos a very social brand by nature We have an unprecedented opportunity to have real conversations with our consumers via social mediardquo
Marjorie Dufek Brown Forman
Jack Daniels Is First Spirits Brand to Buy
Twitter Ads
Paid Advertising on Twitter
Photo Credit ndash Fan Photo on Jack Daniels Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 78
Direct Impressions Generated by Alcohol Brands on Twitter
of Tweets Following Followers Estimated Impressions
Pabst Blue Ribbon 4543 349 1754 3984211
Smirnoff 2048 16631 15140 15503360
Stolichnaya 1590 1642 1857 1476315
HPNOTIQ 1460 1775 893 651890
Skyy Vodka 851 387 2057 875254
Bacardi 569 17985 20451 5818310
Bacon Vodka 436 2044 3577 779786
Dolce Touch Vodka 407 1512 1655 336793
Don Q Rum 353 1617 1322 233333
Absolut Vodka 288 327 1531 220464
TOTAL 12545 44179 48483 29879715
Based on linear follower growth
Source Twitter February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 79
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Hour
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 80
Smirnoff Photo Albums on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81
42888 Image Results for ldquoBud Lightrdquo on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 28
Youth on Captain Morgan USA Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 29
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 30
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 31
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 32
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 33
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 34
Youth on Captain Morgan USA Facebook Page
ldquoThe Facebook ad targeted Lawrence area youths who might be looking for a fake ID A total of 5246 people between the ages of 16 and 20 clicked on the adhelliprdquo
ldquoCoalition 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 studentsrdquo
Blakesley D (2011 February 26) No Faking Lawrence police cracking down on bogus IDs Lawrence Journal-World Retrieved from httpwww2ljworldcomnews2011feb26no-faking-lawrence-police-cracking-down-bogus-ids
ldquoAll the 225 profiles that were examined belonged to male undergraduate studentshellipMore than 68 of the profiles belonged to students who were under the legal US drinking agehelliprdquo
ldquoReferences to alcohol were present on 8533 of the profileshellipThe average number of alcohol references per profile was 85helliprdquo
Egan KG amp Moreno MA (2011 March 15) Alcohol References on Undergraduate Malesrsquo Facebook Profiles American Journal of Menrsquos Health 5(2) doi1011771557988310394341
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 35
Facebook Alcohol Concerns
ldquoFacebook claims the information they surrender to these companies is anonymous but itrsquos not Companies can combine the lsquoanonymizedrsquo 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 envyrdquo
Krishnamurthy B amp Wills CE (2010 January) On the leakage of personally identifiable information via online social networks ACM SIGCOMM Computer Communication Review 40(1) Retrieved from httpwebcswpiedu~cewpaperswosn09pdf
ldquoInformation about an individualrsquos 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 individualsrsquo SSNs and their birth data and found that for younger cohorts the correlation allows statistical inference of private SSNsrdquo
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 httpwwwpnasorgcontentearly200907020904891106fullpdf+html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 36
Facebook Privacy Concerns
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 37
Captain Morgan USA Brand Page on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 38
Fan Recruitment and Permission Marketing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 39
Number of Fans for Top Alcohol Brands on Facebook
Fans Growth (Last Month)
Heineken 1308995 +1148
Jack Danielrsquos Tennessee Whiskey 1126286 +735
Bud Light 1068945 +418
Dos Equis 1051066 +063
Budweiser 735073 +627
Jim Beam 707338 +1490
Smirnoff Ice 619736 +064
Captain Morgan USA 602668 +394
Absolut 595534 +212
Corona 484356 +279
TOTAL 8299997 +572
Source Facebook April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 40
Captain Morgan USA Brand Wall
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 41
Conversations With Joose
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 42
Conversations With Joose (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 43
Conversations With Joose (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 44
Interactions on Alcohol Brand Walls in January 2011
Brand Posts User ldquoLikesrdquo User Comments
Jack Danielrsquos Tennessee Whiskey 9 9211 1544
Bud Light 16 12611 2405
Heineken 13 21070 6400
Absolut 8 1845 248
Captain Morgan USA 51 23677 9010
Jim Beam 16 8076 1465
Corona 3 2191 438
Miller Lite 4 1329 334
Hennessy 11 6812 1431
Smirnoff US 27 11483 2677
TOTAL 158 98305 25952
Source Facebook February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 45
Annual Value of Facebook Fans for Top Alcohol Brands
Fans Annual Value
Heineken 1308995 $4712382
Jack Danielrsquos Tennessee Whiskey 1126286 $4054629
Bud Light 1068945 $3848202
Dos Equis 1051066 $3783837
Budweiser 735073 $2646262
Jim Beam 707338 $2546416
Smirnoff Ice 619736 $2231049
Captain Morgan USA 602668 $2169604
Absolut 595534 $2143922
Corona 484356 $1743681
TOTAL 8299997 $29879989
Based on $360 annual value of Facebook fan (Source Virtrue)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 46
Brand-Uploaded Photo Albums on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 47
User-Uploaded Photos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 48
Brand-Uploaded Videos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 49
User-Uploaded Videos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 50
Photos and Videos on Alcohol Brand Pages
Brand Photos Fan Photos Brand Videos Fan Videos
Jack Danielrsquos Tennessee Whiskey 784 2142 40 8
Bud Light 656 1116 24 25
Heineken 7400 625 65 0
Absolut 427 101 25 3
Captain Morgan USA 2108 1743 44 4
Jim Beam 121 534 33 0
Corona 20 1204 20 8
Miller Lite 605 412 6 0
Hennessy 1063 516 56 7
Smirnoff US 1576 121 50 0
TOTAL 14760 8514 363 55
Source Facebook February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 51
Fan Photo on Bud Light Lime Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 52
Fan Photo on Bud Light Lime Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 53
Brand-Uploaded Photo on Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 54
Brand-Uploaded Photo on Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 55
Fan Photo on Jack Danielrsquos Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 56
Brand Evangelism
Photo Credit ndash Fan Photo on Coors Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 57
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 58
Peer Advertising = Social Proof
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 59
Thousands of User-Generated Alcohol Brand-Oriented Pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 60
Team Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 61
Team Bud Light Facebook Page (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 62
Thousands of User-Generated Alcohol Brand-Oriented Groups
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 63
Thousands of User-Generated Alcohol Brand-Oriented Events
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 64
YouTube Demographics
Heineken Aims Its Ads at Young Digital Devotees
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 ldquoOpen your worldrdquo made its way onto TV in about 30 countries three months later but not before being viewed frequently online
ldquoThe Daterdquo has a different cast from ldquoThe Entrancerdquo and the plots diverge The new spot is about a young man on a wild date and the previous one is about a young manrsquos show-stopping arrival at a wild party
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 ndash or in place of ndash traditional means
This is particularly true for a beer brand like Heineken Its intended target audience is men ages 18 or 21 (depending on a countryrsquos legal minimum drinking age) to 34hellipMaking that even more appropriate for Heineken is a goal to reach a subset of younger men who are ldquoworldly cosmopolitanrdquo Mr Nasard said who ldquoover-index in Internet usagerdquo
Elliott S (2011 May 25) Heineken Aims Its Ads at Young Digital Devotees The New York Times Retrieved from httpwwwnytimescom20110526businessmedia26adcohtml
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 65
Heineken Targets Youth Viewers on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 66
Alcohol Brand Channels on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 67
How Many People Are Visiting Alcohol Brand Channels
of Videos Channel Views Upload Views
Malibu Rum 43 13962 153114
Absolut Vodka 39 1299817 3757718
Grey Goose Vodka 33 44118 383600
Heineken USA 21 119931 381953
Bacardi Superior 14 250493 206017
Captain Morgan 13 575040 603057
Smirnoff 12 279708 456692
Bud Light 5 26665 2679065
TOTAL 180 2609734 8621216
Source YouTube February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 68
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaign
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 69
Absolut Vodka ndash Advertising as Content
This Pornrsquos for You Budweiserrsquos Racy Web Ad
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 theyre being lauded for it
Last year Budweisers 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
Luscombe B (2009 June 4) This Pornrsquos for You Budweiserrsquos Racy Web Ad Time Retrieved from httpwwwtimecomtimeartsarticle08599190242000html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 70
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Swear Jar
Best Budlight Commercial Ever ndash Beer amp Porn
>
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 71
Bud Light Videos Shared on Blogs
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 72
Bud Light Videos Shared on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 73
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Title Username Views
Bud Light Super Bowl Commercial Too Racy for TV 1togrowon 3276358
Bud Light Super Bowl Commercial Too Controversial for TV 1togrowon 3108084
Best Budlight Commercial Ever ndash Beer amp Porn perrycomo92882 1133713
Bud Light ldquoCut The Cheeserdquo secret TV spot not on Super Bowl razzledog 737928
TOTAL 15654689
Source YouTube April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 74
Alcohol Brands on Twitter
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 75
Tweets Driving Purchase Intent
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 76
Tweets Driving Traffic to Other Social Media Content
Last month Tennessee-based distillery Jack Danielrsquos 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
Marjorie Dufek interactive marketing director at Brown Forman said Twitter reported ldquosignificantly higher than averagerdquo engagement rates for the campaign as well as greater use of the brand name within tweets than its advertisers usually experience
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
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
Marshall J (2011 May 3) Jack Danielrsquos Is First Spirits Brand to Buy Twitter Ads ClickZ Retrieved from httpwwwclickzcomclickznews2046786jack-daniels-spirits-brand-twitter-ads
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 77
ldquoThe advantage for us is that people see Jack Danielrsquos as a friend itrsquos a very social brand by nature We have an unprecedented opportunity to have real conversations with our consumers via social mediardquo
Marjorie Dufek Brown Forman
Jack Daniels Is First Spirits Brand to Buy
Twitter Ads
Paid Advertising on Twitter
Photo Credit ndash Fan Photo on Jack Daniels Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 78
Direct Impressions Generated by Alcohol Brands on Twitter
of Tweets Following Followers Estimated Impressions
Pabst Blue Ribbon 4543 349 1754 3984211
Smirnoff 2048 16631 15140 15503360
Stolichnaya 1590 1642 1857 1476315
HPNOTIQ 1460 1775 893 651890
Skyy Vodka 851 387 2057 875254
Bacardi 569 17985 20451 5818310
Bacon Vodka 436 2044 3577 779786
Dolce Touch Vodka 407 1512 1655 336793
Don Q Rum 353 1617 1322 233333
Absolut Vodka 288 327 1531 220464
TOTAL 12545 44179 48483 29879715
Based on linear follower growth
Source Twitter February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 79
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Hour
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 80
Smirnoff Photo Albums on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81
42888 Image Results for ldquoBud Lightrdquo on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 29
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 30
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 31
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 32
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 33
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 34
Youth on Captain Morgan USA Facebook Page
ldquoThe Facebook ad targeted Lawrence area youths who might be looking for a fake ID A total of 5246 people between the ages of 16 and 20 clicked on the adhelliprdquo
ldquoCoalition 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 studentsrdquo
Blakesley D (2011 February 26) No Faking Lawrence police cracking down on bogus IDs Lawrence Journal-World Retrieved from httpwww2ljworldcomnews2011feb26no-faking-lawrence-police-cracking-down-bogus-ids
ldquoAll the 225 profiles that were examined belonged to male undergraduate studentshellipMore than 68 of the profiles belonged to students who were under the legal US drinking agehelliprdquo
ldquoReferences to alcohol were present on 8533 of the profileshellipThe average number of alcohol references per profile was 85helliprdquo
Egan KG amp Moreno MA (2011 March 15) Alcohol References on Undergraduate Malesrsquo Facebook Profiles American Journal of Menrsquos Health 5(2) doi1011771557988310394341
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 35
Facebook Alcohol Concerns
ldquoFacebook claims the information they surrender to these companies is anonymous but itrsquos not Companies can combine the lsquoanonymizedrsquo 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 envyrdquo
Krishnamurthy B amp Wills CE (2010 January) On the leakage of personally identifiable information via online social networks ACM SIGCOMM Computer Communication Review 40(1) Retrieved from httpwebcswpiedu~cewpaperswosn09pdf
ldquoInformation about an individualrsquos 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 individualsrsquo SSNs and their birth data and found that for younger cohorts the correlation allows statistical inference of private SSNsrdquo
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 httpwwwpnasorgcontentearly200907020904891106fullpdf+html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 36
Facebook Privacy Concerns
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 37
Captain Morgan USA Brand Page on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 38
Fan Recruitment and Permission Marketing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 39
Number of Fans for Top Alcohol Brands on Facebook
Fans Growth (Last Month)
Heineken 1308995 +1148
Jack Danielrsquos Tennessee Whiskey 1126286 +735
Bud Light 1068945 +418
Dos Equis 1051066 +063
Budweiser 735073 +627
Jim Beam 707338 +1490
Smirnoff Ice 619736 +064
Captain Morgan USA 602668 +394
Absolut 595534 +212
Corona 484356 +279
TOTAL 8299997 +572
Source Facebook April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 40
Captain Morgan USA Brand Wall
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 41
Conversations With Joose
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 42
Conversations With Joose (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 43
Conversations With Joose (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 44
Interactions on Alcohol Brand Walls in January 2011
Brand Posts User ldquoLikesrdquo User Comments
Jack Danielrsquos Tennessee Whiskey 9 9211 1544
Bud Light 16 12611 2405
Heineken 13 21070 6400
Absolut 8 1845 248
Captain Morgan USA 51 23677 9010
Jim Beam 16 8076 1465
Corona 3 2191 438
Miller Lite 4 1329 334
Hennessy 11 6812 1431
Smirnoff US 27 11483 2677
TOTAL 158 98305 25952
Source Facebook February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 45
Annual Value of Facebook Fans for Top Alcohol Brands
Fans Annual Value
Heineken 1308995 $4712382
Jack Danielrsquos Tennessee Whiskey 1126286 $4054629
Bud Light 1068945 $3848202
Dos Equis 1051066 $3783837
Budweiser 735073 $2646262
Jim Beam 707338 $2546416
Smirnoff Ice 619736 $2231049
Captain Morgan USA 602668 $2169604
Absolut 595534 $2143922
Corona 484356 $1743681
TOTAL 8299997 $29879989
Based on $360 annual value of Facebook fan (Source Virtrue)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 46
Brand-Uploaded Photo Albums on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 47
User-Uploaded Photos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 48
Brand-Uploaded Videos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 49
User-Uploaded Videos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 50
Photos and Videos on Alcohol Brand Pages
Brand Photos Fan Photos Brand Videos Fan Videos
Jack Danielrsquos Tennessee Whiskey 784 2142 40 8
Bud Light 656 1116 24 25
Heineken 7400 625 65 0
Absolut 427 101 25 3
Captain Morgan USA 2108 1743 44 4
Jim Beam 121 534 33 0
Corona 20 1204 20 8
Miller Lite 605 412 6 0
Hennessy 1063 516 56 7
Smirnoff US 1576 121 50 0
TOTAL 14760 8514 363 55
Source Facebook February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 51
Fan Photo on Bud Light Lime Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 52
Fan Photo on Bud Light Lime Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 53
Brand-Uploaded Photo on Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 54
Brand-Uploaded Photo on Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 55
Fan Photo on Jack Danielrsquos Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 56
Brand Evangelism
Photo Credit ndash Fan Photo on Coors Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 57
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 58
Peer Advertising = Social Proof
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 59
Thousands of User-Generated Alcohol Brand-Oriented Pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 60
Team Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 61
Team Bud Light Facebook Page (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 62
Thousands of User-Generated Alcohol Brand-Oriented Groups
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 63
Thousands of User-Generated Alcohol Brand-Oriented Events
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 64
YouTube Demographics
Heineken Aims Its Ads at Young Digital Devotees
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 ldquoOpen your worldrdquo made its way onto TV in about 30 countries three months later but not before being viewed frequently online
ldquoThe Daterdquo has a different cast from ldquoThe Entrancerdquo and the plots diverge The new spot is about a young man on a wild date and the previous one is about a young manrsquos show-stopping arrival at a wild party
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 ndash or in place of ndash traditional means
This is particularly true for a beer brand like Heineken Its intended target audience is men ages 18 or 21 (depending on a countryrsquos legal minimum drinking age) to 34hellipMaking that even more appropriate for Heineken is a goal to reach a subset of younger men who are ldquoworldly cosmopolitanrdquo Mr Nasard said who ldquoover-index in Internet usagerdquo
Elliott S (2011 May 25) Heineken Aims Its Ads at Young Digital Devotees The New York Times Retrieved from httpwwwnytimescom20110526businessmedia26adcohtml
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 65
Heineken Targets Youth Viewers on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 66
Alcohol Brand Channels on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 67
How Many People Are Visiting Alcohol Brand Channels
of Videos Channel Views Upload Views
Malibu Rum 43 13962 153114
Absolut Vodka 39 1299817 3757718
Grey Goose Vodka 33 44118 383600
Heineken USA 21 119931 381953
Bacardi Superior 14 250493 206017
Captain Morgan 13 575040 603057
Smirnoff 12 279708 456692
Bud Light 5 26665 2679065
TOTAL 180 2609734 8621216
Source YouTube February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 68
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaign
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 69
Absolut Vodka ndash Advertising as Content
This Pornrsquos for You Budweiserrsquos Racy Web Ad
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 theyre being lauded for it
Last year Budweisers 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
Luscombe B (2009 June 4) This Pornrsquos for You Budweiserrsquos Racy Web Ad Time Retrieved from httpwwwtimecomtimeartsarticle08599190242000html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 70
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Swear Jar
Best Budlight Commercial Ever ndash Beer amp Porn
>
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 71
Bud Light Videos Shared on Blogs
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 72
Bud Light Videos Shared on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 73
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Title Username Views
Bud Light Super Bowl Commercial Too Racy for TV 1togrowon 3276358
Bud Light Super Bowl Commercial Too Controversial for TV 1togrowon 3108084
Best Budlight Commercial Ever ndash Beer amp Porn perrycomo92882 1133713
Bud Light ldquoCut The Cheeserdquo secret TV spot not on Super Bowl razzledog 737928
TOTAL 15654689
Source YouTube April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 74
Alcohol Brands on Twitter
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 75
Tweets Driving Purchase Intent
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 76
Tweets Driving Traffic to Other Social Media Content
Last month Tennessee-based distillery Jack Danielrsquos 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
Marjorie Dufek interactive marketing director at Brown Forman said Twitter reported ldquosignificantly higher than averagerdquo engagement rates for the campaign as well as greater use of the brand name within tweets than its advertisers usually experience
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
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
Marshall J (2011 May 3) Jack Danielrsquos Is First Spirits Brand to Buy Twitter Ads ClickZ Retrieved from httpwwwclickzcomclickznews2046786jack-daniels-spirits-brand-twitter-ads
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 77
ldquoThe advantage for us is that people see Jack Danielrsquos as a friend itrsquos a very social brand by nature We have an unprecedented opportunity to have real conversations with our consumers via social mediardquo
Marjorie Dufek Brown Forman
Jack Daniels Is First Spirits Brand to Buy
Twitter Ads
Paid Advertising on Twitter
Photo Credit ndash Fan Photo on Jack Daniels Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 78
Direct Impressions Generated by Alcohol Brands on Twitter
of Tweets Following Followers Estimated Impressions
Pabst Blue Ribbon 4543 349 1754 3984211
Smirnoff 2048 16631 15140 15503360
Stolichnaya 1590 1642 1857 1476315
HPNOTIQ 1460 1775 893 651890
Skyy Vodka 851 387 2057 875254
Bacardi 569 17985 20451 5818310
Bacon Vodka 436 2044 3577 779786
Dolce Touch Vodka 407 1512 1655 336793
Don Q Rum 353 1617 1322 233333
Absolut Vodka 288 327 1531 220464
TOTAL 12545 44179 48483 29879715
Based on linear follower growth
Source Twitter February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 79
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Hour
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 80
Smirnoff Photo Albums on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81
42888 Image Results for ldquoBud Lightrdquo on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 30
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 31
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 32
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 33
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 34
Youth on Captain Morgan USA Facebook Page
ldquoThe Facebook ad targeted Lawrence area youths who might be looking for a fake ID A total of 5246 people between the ages of 16 and 20 clicked on the adhelliprdquo
ldquoCoalition 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 studentsrdquo
Blakesley D (2011 February 26) No Faking Lawrence police cracking down on bogus IDs Lawrence Journal-World Retrieved from httpwww2ljworldcomnews2011feb26no-faking-lawrence-police-cracking-down-bogus-ids
ldquoAll the 225 profiles that were examined belonged to male undergraduate studentshellipMore than 68 of the profiles belonged to students who were under the legal US drinking agehelliprdquo
ldquoReferences to alcohol were present on 8533 of the profileshellipThe average number of alcohol references per profile was 85helliprdquo
Egan KG amp Moreno MA (2011 March 15) Alcohol References on Undergraduate Malesrsquo Facebook Profiles American Journal of Menrsquos Health 5(2) doi1011771557988310394341
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 35
Facebook Alcohol Concerns
ldquoFacebook claims the information they surrender to these companies is anonymous but itrsquos not Companies can combine the lsquoanonymizedrsquo 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 envyrdquo
Krishnamurthy B amp Wills CE (2010 January) On the leakage of personally identifiable information via online social networks ACM SIGCOMM Computer Communication Review 40(1) Retrieved from httpwebcswpiedu~cewpaperswosn09pdf
ldquoInformation about an individualrsquos 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 individualsrsquo SSNs and their birth data and found that for younger cohorts the correlation allows statistical inference of private SSNsrdquo
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 httpwwwpnasorgcontentearly200907020904891106fullpdf+html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 36
Facebook Privacy Concerns
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 37
Captain Morgan USA Brand Page on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 38
Fan Recruitment and Permission Marketing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 39
Number of Fans for Top Alcohol Brands on Facebook
Fans Growth (Last Month)
Heineken 1308995 +1148
Jack Danielrsquos Tennessee Whiskey 1126286 +735
Bud Light 1068945 +418
Dos Equis 1051066 +063
Budweiser 735073 +627
Jim Beam 707338 +1490
Smirnoff Ice 619736 +064
Captain Morgan USA 602668 +394
Absolut 595534 +212
Corona 484356 +279
TOTAL 8299997 +572
Source Facebook April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 40
Captain Morgan USA Brand Wall
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 41
Conversations With Joose
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 42
Conversations With Joose (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 43
Conversations With Joose (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 44
Interactions on Alcohol Brand Walls in January 2011
Brand Posts User ldquoLikesrdquo User Comments
Jack Danielrsquos Tennessee Whiskey 9 9211 1544
Bud Light 16 12611 2405
Heineken 13 21070 6400
Absolut 8 1845 248
Captain Morgan USA 51 23677 9010
Jim Beam 16 8076 1465
Corona 3 2191 438
Miller Lite 4 1329 334
Hennessy 11 6812 1431
Smirnoff US 27 11483 2677
TOTAL 158 98305 25952
Source Facebook February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 45
Annual Value of Facebook Fans for Top Alcohol Brands
Fans Annual Value
Heineken 1308995 $4712382
Jack Danielrsquos Tennessee Whiskey 1126286 $4054629
Bud Light 1068945 $3848202
Dos Equis 1051066 $3783837
Budweiser 735073 $2646262
Jim Beam 707338 $2546416
Smirnoff Ice 619736 $2231049
Captain Morgan USA 602668 $2169604
Absolut 595534 $2143922
Corona 484356 $1743681
TOTAL 8299997 $29879989
Based on $360 annual value of Facebook fan (Source Virtrue)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 46
Brand-Uploaded Photo Albums on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 47
User-Uploaded Photos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 48
Brand-Uploaded Videos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 49
User-Uploaded Videos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 50
Photos and Videos on Alcohol Brand Pages
Brand Photos Fan Photos Brand Videos Fan Videos
Jack Danielrsquos Tennessee Whiskey 784 2142 40 8
Bud Light 656 1116 24 25
Heineken 7400 625 65 0
Absolut 427 101 25 3
Captain Morgan USA 2108 1743 44 4
Jim Beam 121 534 33 0
Corona 20 1204 20 8
Miller Lite 605 412 6 0
Hennessy 1063 516 56 7
Smirnoff US 1576 121 50 0
TOTAL 14760 8514 363 55
Source Facebook February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 51
Fan Photo on Bud Light Lime Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 52
Fan Photo on Bud Light Lime Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 53
Brand-Uploaded Photo on Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 54
Brand-Uploaded Photo on Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 55
Fan Photo on Jack Danielrsquos Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 56
Brand Evangelism
Photo Credit ndash Fan Photo on Coors Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 57
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 58
Peer Advertising = Social Proof
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 59
Thousands of User-Generated Alcohol Brand-Oriented Pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 60
Team Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 61
Team Bud Light Facebook Page (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 62
Thousands of User-Generated Alcohol Brand-Oriented Groups
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 63
Thousands of User-Generated Alcohol Brand-Oriented Events
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 64
YouTube Demographics
Heineken Aims Its Ads at Young Digital Devotees
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 ldquoOpen your worldrdquo made its way onto TV in about 30 countries three months later but not before being viewed frequently online
ldquoThe Daterdquo has a different cast from ldquoThe Entrancerdquo and the plots diverge The new spot is about a young man on a wild date and the previous one is about a young manrsquos show-stopping arrival at a wild party
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 ndash or in place of ndash traditional means
This is particularly true for a beer brand like Heineken Its intended target audience is men ages 18 or 21 (depending on a countryrsquos legal minimum drinking age) to 34hellipMaking that even more appropriate for Heineken is a goal to reach a subset of younger men who are ldquoworldly cosmopolitanrdquo Mr Nasard said who ldquoover-index in Internet usagerdquo
Elliott S (2011 May 25) Heineken Aims Its Ads at Young Digital Devotees The New York Times Retrieved from httpwwwnytimescom20110526businessmedia26adcohtml
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 65
Heineken Targets Youth Viewers on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 66
Alcohol Brand Channels on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 67
How Many People Are Visiting Alcohol Brand Channels
of Videos Channel Views Upload Views
Malibu Rum 43 13962 153114
Absolut Vodka 39 1299817 3757718
Grey Goose Vodka 33 44118 383600
Heineken USA 21 119931 381953
Bacardi Superior 14 250493 206017
Captain Morgan 13 575040 603057
Smirnoff 12 279708 456692
Bud Light 5 26665 2679065
TOTAL 180 2609734 8621216
Source YouTube February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 68
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaign
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 69
Absolut Vodka ndash Advertising as Content
This Pornrsquos for You Budweiserrsquos Racy Web Ad
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 theyre being lauded for it
Last year Budweisers 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
Luscombe B (2009 June 4) This Pornrsquos for You Budweiserrsquos Racy Web Ad Time Retrieved from httpwwwtimecomtimeartsarticle08599190242000html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 70
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Swear Jar
Best Budlight Commercial Ever ndash Beer amp Porn
>
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 71
Bud Light Videos Shared on Blogs
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 72
Bud Light Videos Shared on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 73
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Title Username Views
Bud Light Super Bowl Commercial Too Racy for TV 1togrowon 3276358
Bud Light Super Bowl Commercial Too Controversial for TV 1togrowon 3108084
Best Budlight Commercial Ever ndash Beer amp Porn perrycomo92882 1133713
Bud Light ldquoCut The Cheeserdquo secret TV spot not on Super Bowl razzledog 737928
TOTAL 15654689
Source YouTube April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 74
Alcohol Brands on Twitter
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 75
Tweets Driving Purchase Intent
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 76
Tweets Driving Traffic to Other Social Media Content
Last month Tennessee-based distillery Jack Danielrsquos 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
Marjorie Dufek interactive marketing director at Brown Forman said Twitter reported ldquosignificantly higher than averagerdquo engagement rates for the campaign as well as greater use of the brand name within tweets than its advertisers usually experience
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
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
Marshall J (2011 May 3) Jack Danielrsquos Is First Spirits Brand to Buy Twitter Ads ClickZ Retrieved from httpwwwclickzcomclickznews2046786jack-daniels-spirits-brand-twitter-ads
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 77
ldquoThe advantage for us is that people see Jack Danielrsquos as a friend itrsquos a very social brand by nature We have an unprecedented opportunity to have real conversations with our consumers via social mediardquo
Marjorie Dufek Brown Forman
Jack Daniels Is First Spirits Brand to Buy
Twitter Ads
Paid Advertising on Twitter
Photo Credit ndash Fan Photo on Jack Daniels Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 78
Direct Impressions Generated by Alcohol Brands on Twitter
of Tweets Following Followers Estimated Impressions
Pabst Blue Ribbon 4543 349 1754 3984211
Smirnoff 2048 16631 15140 15503360
Stolichnaya 1590 1642 1857 1476315
HPNOTIQ 1460 1775 893 651890
Skyy Vodka 851 387 2057 875254
Bacardi 569 17985 20451 5818310
Bacon Vodka 436 2044 3577 779786
Dolce Touch Vodka 407 1512 1655 336793
Don Q Rum 353 1617 1322 233333
Absolut Vodka 288 327 1531 220464
TOTAL 12545 44179 48483 29879715
Based on linear follower growth
Source Twitter February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 79
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Hour
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 80
Smirnoff Photo Albums on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81
42888 Image Results for ldquoBud Lightrdquo on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 31
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 32
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 33
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 34
Youth on Captain Morgan USA Facebook Page
ldquoThe Facebook ad targeted Lawrence area youths who might be looking for a fake ID A total of 5246 people between the ages of 16 and 20 clicked on the adhelliprdquo
ldquoCoalition 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 studentsrdquo
Blakesley D (2011 February 26) No Faking Lawrence police cracking down on bogus IDs Lawrence Journal-World Retrieved from httpwww2ljworldcomnews2011feb26no-faking-lawrence-police-cracking-down-bogus-ids
ldquoAll the 225 profiles that were examined belonged to male undergraduate studentshellipMore than 68 of the profiles belonged to students who were under the legal US drinking agehelliprdquo
ldquoReferences to alcohol were present on 8533 of the profileshellipThe average number of alcohol references per profile was 85helliprdquo
Egan KG amp Moreno MA (2011 March 15) Alcohol References on Undergraduate Malesrsquo Facebook Profiles American Journal of Menrsquos Health 5(2) doi1011771557988310394341
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 35
Facebook Alcohol Concerns
ldquoFacebook claims the information they surrender to these companies is anonymous but itrsquos not Companies can combine the lsquoanonymizedrsquo 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 envyrdquo
Krishnamurthy B amp Wills CE (2010 January) On the leakage of personally identifiable information via online social networks ACM SIGCOMM Computer Communication Review 40(1) Retrieved from httpwebcswpiedu~cewpaperswosn09pdf
ldquoInformation about an individualrsquos 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 individualsrsquo SSNs and their birth data and found that for younger cohorts the correlation allows statistical inference of private SSNsrdquo
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 httpwwwpnasorgcontentearly200907020904891106fullpdf+html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 36
Facebook Privacy Concerns
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 37
Captain Morgan USA Brand Page on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 38
Fan Recruitment and Permission Marketing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 39
Number of Fans for Top Alcohol Brands on Facebook
Fans Growth (Last Month)
Heineken 1308995 +1148
Jack Danielrsquos Tennessee Whiskey 1126286 +735
Bud Light 1068945 +418
Dos Equis 1051066 +063
Budweiser 735073 +627
Jim Beam 707338 +1490
Smirnoff Ice 619736 +064
Captain Morgan USA 602668 +394
Absolut 595534 +212
Corona 484356 +279
TOTAL 8299997 +572
Source Facebook April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 40
Captain Morgan USA Brand Wall
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 41
Conversations With Joose
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 42
Conversations With Joose (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 43
Conversations With Joose (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 44
Interactions on Alcohol Brand Walls in January 2011
Brand Posts User ldquoLikesrdquo User Comments
Jack Danielrsquos Tennessee Whiskey 9 9211 1544
Bud Light 16 12611 2405
Heineken 13 21070 6400
Absolut 8 1845 248
Captain Morgan USA 51 23677 9010
Jim Beam 16 8076 1465
Corona 3 2191 438
Miller Lite 4 1329 334
Hennessy 11 6812 1431
Smirnoff US 27 11483 2677
TOTAL 158 98305 25952
Source Facebook February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 45
Annual Value of Facebook Fans for Top Alcohol Brands
Fans Annual Value
Heineken 1308995 $4712382
Jack Danielrsquos Tennessee Whiskey 1126286 $4054629
Bud Light 1068945 $3848202
Dos Equis 1051066 $3783837
Budweiser 735073 $2646262
Jim Beam 707338 $2546416
Smirnoff Ice 619736 $2231049
Captain Morgan USA 602668 $2169604
Absolut 595534 $2143922
Corona 484356 $1743681
TOTAL 8299997 $29879989
Based on $360 annual value of Facebook fan (Source Virtrue)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 46
Brand-Uploaded Photo Albums on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 47
User-Uploaded Photos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 48
Brand-Uploaded Videos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 49
User-Uploaded Videos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 50
Photos and Videos on Alcohol Brand Pages
Brand Photos Fan Photos Brand Videos Fan Videos
Jack Danielrsquos Tennessee Whiskey 784 2142 40 8
Bud Light 656 1116 24 25
Heineken 7400 625 65 0
Absolut 427 101 25 3
Captain Morgan USA 2108 1743 44 4
Jim Beam 121 534 33 0
Corona 20 1204 20 8
Miller Lite 605 412 6 0
Hennessy 1063 516 56 7
Smirnoff US 1576 121 50 0
TOTAL 14760 8514 363 55
Source Facebook February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 51
Fan Photo on Bud Light Lime Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 52
Fan Photo on Bud Light Lime Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 53
Brand-Uploaded Photo on Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 54
Brand-Uploaded Photo on Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 55
Fan Photo on Jack Danielrsquos Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 56
Brand Evangelism
Photo Credit ndash Fan Photo on Coors Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 57
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 58
Peer Advertising = Social Proof
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 59
Thousands of User-Generated Alcohol Brand-Oriented Pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 60
Team Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 61
Team Bud Light Facebook Page (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 62
Thousands of User-Generated Alcohol Brand-Oriented Groups
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 63
Thousands of User-Generated Alcohol Brand-Oriented Events
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 64
YouTube Demographics
Heineken Aims Its Ads at Young Digital Devotees
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 ldquoOpen your worldrdquo made its way onto TV in about 30 countries three months later but not before being viewed frequently online
ldquoThe Daterdquo has a different cast from ldquoThe Entrancerdquo and the plots diverge The new spot is about a young man on a wild date and the previous one is about a young manrsquos show-stopping arrival at a wild party
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 ndash or in place of ndash traditional means
This is particularly true for a beer brand like Heineken Its intended target audience is men ages 18 or 21 (depending on a countryrsquos legal minimum drinking age) to 34hellipMaking that even more appropriate for Heineken is a goal to reach a subset of younger men who are ldquoworldly cosmopolitanrdquo Mr Nasard said who ldquoover-index in Internet usagerdquo
Elliott S (2011 May 25) Heineken Aims Its Ads at Young Digital Devotees The New York Times Retrieved from httpwwwnytimescom20110526businessmedia26adcohtml
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 65
Heineken Targets Youth Viewers on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 66
Alcohol Brand Channels on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 67
How Many People Are Visiting Alcohol Brand Channels
of Videos Channel Views Upload Views
Malibu Rum 43 13962 153114
Absolut Vodka 39 1299817 3757718
Grey Goose Vodka 33 44118 383600
Heineken USA 21 119931 381953
Bacardi Superior 14 250493 206017
Captain Morgan 13 575040 603057
Smirnoff 12 279708 456692
Bud Light 5 26665 2679065
TOTAL 180 2609734 8621216
Source YouTube February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 68
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaign
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 69
Absolut Vodka ndash Advertising as Content
This Pornrsquos for You Budweiserrsquos Racy Web Ad
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 theyre being lauded for it
Last year Budweisers 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
Luscombe B (2009 June 4) This Pornrsquos for You Budweiserrsquos Racy Web Ad Time Retrieved from httpwwwtimecomtimeartsarticle08599190242000html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 70
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Swear Jar
Best Budlight Commercial Ever ndash Beer amp Porn
>
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 71
Bud Light Videos Shared on Blogs
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 72
Bud Light Videos Shared on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 73
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Title Username Views
Bud Light Super Bowl Commercial Too Racy for TV 1togrowon 3276358
Bud Light Super Bowl Commercial Too Controversial for TV 1togrowon 3108084
Best Budlight Commercial Ever ndash Beer amp Porn perrycomo92882 1133713
Bud Light ldquoCut The Cheeserdquo secret TV spot not on Super Bowl razzledog 737928
TOTAL 15654689
Source YouTube April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 74
Alcohol Brands on Twitter
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 75
Tweets Driving Purchase Intent
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 76
Tweets Driving Traffic to Other Social Media Content
Last month Tennessee-based distillery Jack Danielrsquos 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
Marjorie Dufek interactive marketing director at Brown Forman said Twitter reported ldquosignificantly higher than averagerdquo engagement rates for the campaign as well as greater use of the brand name within tweets than its advertisers usually experience
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
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
Marshall J (2011 May 3) Jack Danielrsquos Is First Spirits Brand to Buy Twitter Ads ClickZ Retrieved from httpwwwclickzcomclickznews2046786jack-daniels-spirits-brand-twitter-ads
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 77
ldquoThe advantage for us is that people see Jack Danielrsquos as a friend itrsquos a very social brand by nature We have an unprecedented opportunity to have real conversations with our consumers via social mediardquo
Marjorie Dufek Brown Forman
Jack Daniels Is First Spirits Brand to Buy
Twitter Ads
Paid Advertising on Twitter
Photo Credit ndash Fan Photo on Jack Daniels Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 78
Direct Impressions Generated by Alcohol Brands on Twitter
of Tweets Following Followers Estimated Impressions
Pabst Blue Ribbon 4543 349 1754 3984211
Smirnoff 2048 16631 15140 15503360
Stolichnaya 1590 1642 1857 1476315
HPNOTIQ 1460 1775 893 651890
Skyy Vodka 851 387 2057 875254
Bacardi 569 17985 20451 5818310
Bacon Vodka 436 2044 3577 779786
Dolce Touch Vodka 407 1512 1655 336793
Don Q Rum 353 1617 1322 233333
Absolut Vodka 288 327 1531 220464
TOTAL 12545 44179 48483 29879715
Based on linear follower growth
Source Twitter February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 79
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Hour
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 80
Smirnoff Photo Albums on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81
42888 Image Results for ldquoBud Lightrdquo on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 32
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 33
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 34
Youth on Captain Morgan USA Facebook Page
ldquoThe Facebook ad targeted Lawrence area youths who might be looking for a fake ID A total of 5246 people between the ages of 16 and 20 clicked on the adhelliprdquo
ldquoCoalition 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 studentsrdquo
Blakesley D (2011 February 26) No Faking Lawrence police cracking down on bogus IDs Lawrence Journal-World Retrieved from httpwww2ljworldcomnews2011feb26no-faking-lawrence-police-cracking-down-bogus-ids
ldquoAll the 225 profiles that were examined belonged to male undergraduate studentshellipMore than 68 of the profiles belonged to students who were under the legal US drinking agehelliprdquo
ldquoReferences to alcohol were present on 8533 of the profileshellipThe average number of alcohol references per profile was 85helliprdquo
Egan KG amp Moreno MA (2011 March 15) Alcohol References on Undergraduate Malesrsquo Facebook Profiles American Journal of Menrsquos Health 5(2) doi1011771557988310394341
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 35
Facebook Alcohol Concerns
ldquoFacebook claims the information they surrender to these companies is anonymous but itrsquos not Companies can combine the lsquoanonymizedrsquo 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 envyrdquo
Krishnamurthy B amp Wills CE (2010 January) On the leakage of personally identifiable information via online social networks ACM SIGCOMM Computer Communication Review 40(1) Retrieved from httpwebcswpiedu~cewpaperswosn09pdf
ldquoInformation about an individualrsquos 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 individualsrsquo SSNs and their birth data and found that for younger cohorts the correlation allows statistical inference of private SSNsrdquo
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 httpwwwpnasorgcontentearly200907020904891106fullpdf+html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 36
Facebook Privacy Concerns
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 37
Captain Morgan USA Brand Page on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 38
Fan Recruitment and Permission Marketing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 39
Number of Fans for Top Alcohol Brands on Facebook
Fans Growth (Last Month)
Heineken 1308995 +1148
Jack Danielrsquos Tennessee Whiskey 1126286 +735
Bud Light 1068945 +418
Dos Equis 1051066 +063
Budweiser 735073 +627
Jim Beam 707338 +1490
Smirnoff Ice 619736 +064
Captain Morgan USA 602668 +394
Absolut 595534 +212
Corona 484356 +279
TOTAL 8299997 +572
Source Facebook April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 40
Captain Morgan USA Brand Wall
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 41
Conversations With Joose
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 42
Conversations With Joose (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 43
Conversations With Joose (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 44
Interactions on Alcohol Brand Walls in January 2011
Brand Posts User ldquoLikesrdquo User Comments
Jack Danielrsquos Tennessee Whiskey 9 9211 1544
Bud Light 16 12611 2405
Heineken 13 21070 6400
Absolut 8 1845 248
Captain Morgan USA 51 23677 9010
Jim Beam 16 8076 1465
Corona 3 2191 438
Miller Lite 4 1329 334
Hennessy 11 6812 1431
Smirnoff US 27 11483 2677
TOTAL 158 98305 25952
Source Facebook February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 45
Annual Value of Facebook Fans for Top Alcohol Brands
Fans Annual Value
Heineken 1308995 $4712382
Jack Danielrsquos Tennessee Whiskey 1126286 $4054629
Bud Light 1068945 $3848202
Dos Equis 1051066 $3783837
Budweiser 735073 $2646262
Jim Beam 707338 $2546416
Smirnoff Ice 619736 $2231049
Captain Morgan USA 602668 $2169604
Absolut 595534 $2143922
Corona 484356 $1743681
TOTAL 8299997 $29879989
Based on $360 annual value of Facebook fan (Source Virtrue)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 46
Brand-Uploaded Photo Albums on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 47
User-Uploaded Photos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 48
Brand-Uploaded Videos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 49
User-Uploaded Videos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 50
Photos and Videos on Alcohol Brand Pages
Brand Photos Fan Photos Brand Videos Fan Videos
Jack Danielrsquos Tennessee Whiskey 784 2142 40 8
Bud Light 656 1116 24 25
Heineken 7400 625 65 0
Absolut 427 101 25 3
Captain Morgan USA 2108 1743 44 4
Jim Beam 121 534 33 0
Corona 20 1204 20 8
Miller Lite 605 412 6 0
Hennessy 1063 516 56 7
Smirnoff US 1576 121 50 0
TOTAL 14760 8514 363 55
Source Facebook February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 51
Fan Photo on Bud Light Lime Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 52
Fan Photo on Bud Light Lime Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 53
Brand-Uploaded Photo on Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 54
Brand-Uploaded Photo on Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 55
Fan Photo on Jack Danielrsquos Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 56
Brand Evangelism
Photo Credit ndash Fan Photo on Coors Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 57
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 58
Peer Advertising = Social Proof
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 59
Thousands of User-Generated Alcohol Brand-Oriented Pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 60
Team Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 61
Team Bud Light Facebook Page (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 62
Thousands of User-Generated Alcohol Brand-Oriented Groups
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 63
Thousands of User-Generated Alcohol Brand-Oriented Events
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 64
YouTube Demographics
Heineken Aims Its Ads at Young Digital Devotees
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 ldquoOpen your worldrdquo made its way onto TV in about 30 countries three months later but not before being viewed frequently online
ldquoThe Daterdquo has a different cast from ldquoThe Entrancerdquo and the plots diverge The new spot is about a young man on a wild date and the previous one is about a young manrsquos show-stopping arrival at a wild party
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 ndash or in place of ndash traditional means
This is particularly true for a beer brand like Heineken Its intended target audience is men ages 18 or 21 (depending on a countryrsquos legal minimum drinking age) to 34hellipMaking that even more appropriate for Heineken is a goal to reach a subset of younger men who are ldquoworldly cosmopolitanrdquo Mr Nasard said who ldquoover-index in Internet usagerdquo
Elliott S (2011 May 25) Heineken Aims Its Ads at Young Digital Devotees The New York Times Retrieved from httpwwwnytimescom20110526businessmedia26adcohtml
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 65
Heineken Targets Youth Viewers on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 66
Alcohol Brand Channels on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 67
How Many People Are Visiting Alcohol Brand Channels
of Videos Channel Views Upload Views
Malibu Rum 43 13962 153114
Absolut Vodka 39 1299817 3757718
Grey Goose Vodka 33 44118 383600
Heineken USA 21 119931 381953
Bacardi Superior 14 250493 206017
Captain Morgan 13 575040 603057
Smirnoff 12 279708 456692
Bud Light 5 26665 2679065
TOTAL 180 2609734 8621216
Source YouTube February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 68
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaign
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 69
Absolut Vodka ndash Advertising as Content
This Pornrsquos for You Budweiserrsquos Racy Web Ad
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 theyre being lauded for it
Last year Budweisers 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
Luscombe B (2009 June 4) This Pornrsquos for You Budweiserrsquos Racy Web Ad Time Retrieved from httpwwwtimecomtimeartsarticle08599190242000html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 70
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Swear Jar
Best Budlight Commercial Ever ndash Beer amp Porn
>
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 71
Bud Light Videos Shared on Blogs
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 72
Bud Light Videos Shared on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 73
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Title Username Views
Bud Light Super Bowl Commercial Too Racy for TV 1togrowon 3276358
Bud Light Super Bowl Commercial Too Controversial for TV 1togrowon 3108084
Best Budlight Commercial Ever ndash Beer amp Porn perrycomo92882 1133713
Bud Light ldquoCut The Cheeserdquo secret TV spot not on Super Bowl razzledog 737928
TOTAL 15654689
Source YouTube April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 74
Alcohol Brands on Twitter
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 75
Tweets Driving Purchase Intent
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 76
Tweets Driving Traffic to Other Social Media Content
Last month Tennessee-based distillery Jack Danielrsquos 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
Marjorie Dufek interactive marketing director at Brown Forman said Twitter reported ldquosignificantly higher than averagerdquo engagement rates for the campaign as well as greater use of the brand name within tweets than its advertisers usually experience
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
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
Marshall J (2011 May 3) Jack Danielrsquos Is First Spirits Brand to Buy Twitter Ads ClickZ Retrieved from httpwwwclickzcomclickznews2046786jack-daniels-spirits-brand-twitter-ads
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 77
ldquoThe advantage for us is that people see Jack Danielrsquos as a friend itrsquos a very social brand by nature We have an unprecedented opportunity to have real conversations with our consumers via social mediardquo
Marjorie Dufek Brown Forman
Jack Daniels Is First Spirits Brand to Buy
Twitter Ads
Paid Advertising on Twitter
Photo Credit ndash Fan Photo on Jack Daniels Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 78
Direct Impressions Generated by Alcohol Brands on Twitter
of Tweets Following Followers Estimated Impressions
Pabst Blue Ribbon 4543 349 1754 3984211
Smirnoff 2048 16631 15140 15503360
Stolichnaya 1590 1642 1857 1476315
HPNOTIQ 1460 1775 893 651890
Skyy Vodka 851 387 2057 875254
Bacardi 569 17985 20451 5818310
Bacon Vodka 436 2044 3577 779786
Dolce Touch Vodka 407 1512 1655 336793
Don Q Rum 353 1617 1322 233333
Absolut Vodka 288 327 1531 220464
TOTAL 12545 44179 48483 29879715
Based on linear follower growth
Source Twitter February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 79
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Hour
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 80
Smirnoff Photo Albums on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81
42888 Image Results for ldquoBud Lightrdquo on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 33
Youth on Budweiser Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 34
Youth on Captain Morgan USA Facebook Page
ldquoThe Facebook ad targeted Lawrence area youths who might be looking for a fake ID A total of 5246 people between the ages of 16 and 20 clicked on the adhelliprdquo
ldquoCoalition 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 studentsrdquo
Blakesley D (2011 February 26) No Faking Lawrence police cracking down on bogus IDs Lawrence Journal-World Retrieved from httpwww2ljworldcomnews2011feb26no-faking-lawrence-police-cracking-down-bogus-ids
ldquoAll the 225 profiles that were examined belonged to male undergraduate studentshellipMore than 68 of the profiles belonged to students who were under the legal US drinking agehelliprdquo
ldquoReferences to alcohol were present on 8533 of the profileshellipThe average number of alcohol references per profile was 85helliprdquo
Egan KG amp Moreno MA (2011 March 15) Alcohol References on Undergraduate Malesrsquo Facebook Profiles American Journal of Menrsquos Health 5(2) doi1011771557988310394341
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 35
Facebook Alcohol Concerns
ldquoFacebook claims the information they surrender to these companies is anonymous but itrsquos not Companies can combine the lsquoanonymizedrsquo 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 envyrdquo
Krishnamurthy B amp Wills CE (2010 January) On the leakage of personally identifiable information via online social networks ACM SIGCOMM Computer Communication Review 40(1) Retrieved from httpwebcswpiedu~cewpaperswosn09pdf
ldquoInformation about an individualrsquos 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 individualsrsquo SSNs and their birth data and found that for younger cohorts the correlation allows statistical inference of private SSNsrdquo
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 httpwwwpnasorgcontentearly200907020904891106fullpdf+html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 36
Facebook Privacy Concerns
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 37
Captain Morgan USA Brand Page on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 38
Fan Recruitment and Permission Marketing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 39
Number of Fans for Top Alcohol Brands on Facebook
Fans Growth (Last Month)
Heineken 1308995 +1148
Jack Danielrsquos Tennessee Whiskey 1126286 +735
Bud Light 1068945 +418
Dos Equis 1051066 +063
Budweiser 735073 +627
Jim Beam 707338 +1490
Smirnoff Ice 619736 +064
Captain Morgan USA 602668 +394
Absolut 595534 +212
Corona 484356 +279
TOTAL 8299997 +572
Source Facebook April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 40
Captain Morgan USA Brand Wall
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 41
Conversations With Joose
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 42
Conversations With Joose (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 43
Conversations With Joose (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 44
Interactions on Alcohol Brand Walls in January 2011
Brand Posts User ldquoLikesrdquo User Comments
Jack Danielrsquos Tennessee Whiskey 9 9211 1544
Bud Light 16 12611 2405
Heineken 13 21070 6400
Absolut 8 1845 248
Captain Morgan USA 51 23677 9010
Jim Beam 16 8076 1465
Corona 3 2191 438
Miller Lite 4 1329 334
Hennessy 11 6812 1431
Smirnoff US 27 11483 2677
TOTAL 158 98305 25952
Source Facebook February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 45
Annual Value of Facebook Fans for Top Alcohol Brands
Fans Annual Value
Heineken 1308995 $4712382
Jack Danielrsquos Tennessee Whiskey 1126286 $4054629
Bud Light 1068945 $3848202
Dos Equis 1051066 $3783837
Budweiser 735073 $2646262
Jim Beam 707338 $2546416
Smirnoff Ice 619736 $2231049
Captain Morgan USA 602668 $2169604
Absolut 595534 $2143922
Corona 484356 $1743681
TOTAL 8299997 $29879989
Based on $360 annual value of Facebook fan (Source Virtrue)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 46
Brand-Uploaded Photo Albums on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 47
User-Uploaded Photos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 48
Brand-Uploaded Videos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 49
User-Uploaded Videos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 50
Photos and Videos on Alcohol Brand Pages
Brand Photos Fan Photos Brand Videos Fan Videos
Jack Danielrsquos Tennessee Whiskey 784 2142 40 8
Bud Light 656 1116 24 25
Heineken 7400 625 65 0
Absolut 427 101 25 3
Captain Morgan USA 2108 1743 44 4
Jim Beam 121 534 33 0
Corona 20 1204 20 8
Miller Lite 605 412 6 0
Hennessy 1063 516 56 7
Smirnoff US 1576 121 50 0
TOTAL 14760 8514 363 55
Source Facebook February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 51
Fan Photo on Bud Light Lime Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 52
Fan Photo on Bud Light Lime Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 53
Brand-Uploaded Photo on Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 54
Brand-Uploaded Photo on Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 55
Fan Photo on Jack Danielrsquos Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 56
Brand Evangelism
Photo Credit ndash Fan Photo on Coors Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 57
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 58
Peer Advertising = Social Proof
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 59
Thousands of User-Generated Alcohol Brand-Oriented Pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 60
Team Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 61
Team Bud Light Facebook Page (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 62
Thousands of User-Generated Alcohol Brand-Oriented Groups
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 63
Thousands of User-Generated Alcohol Brand-Oriented Events
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 64
YouTube Demographics
Heineken Aims Its Ads at Young Digital Devotees
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 ldquoOpen your worldrdquo made its way onto TV in about 30 countries three months later but not before being viewed frequently online
ldquoThe Daterdquo has a different cast from ldquoThe Entrancerdquo and the plots diverge The new spot is about a young man on a wild date and the previous one is about a young manrsquos show-stopping arrival at a wild party
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 ndash or in place of ndash traditional means
This is particularly true for a beer brand like Heineken Its intended target audience is men ages 18 or 21 (depending on a countryrsquos legal minimum drinking age) to 34hellipMaking that even more appropriate for Heineken is a goal to reach a subset of younger men who are ldquoworldly cosmopolitanrdquo Mr Nasard said who ldquoover-index in Internet usagerdquo
Elliott S (2011 May 25) Heineken Aims Its Ads at Young Digital Devotees The New York Times Retrieved from httpwwwnytimescom20110526businessmedia26adcohtml
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 65
Heineken Targets Youth Viewers on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 66
Alcohol Brand Channels on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 67
How Many People Are Visiting Alcohol Brand Channels
of Videos Channel Views Upload Views
Malibu Rum 43 13962 153114
Absolut Vodka 39 1299817 3757718
Grey Goose Vodka 33 44118 383600
Heineken USA 21 119931 381953
Bacardi Superior 14 250493 206017
Captain Morgan 13 575040 603057
Smirnoff 12 279708 456692
Bud Light 5 26665 2679065
TOTAL 180 2609734 8621216
Source YouTube February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 68
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaign
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 69
Absolut Vodka ndash Advertising as Content
This Pornrsquos for You Budweiserrsquos Racy Web Ad
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 theyre being lauded for it
Last year Budweisers 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
Luscombe B (2009 June 4) This Pornrsquos for You Budweiserrsquos Racy Web Ad Time Retrieved from httpwwwtimecomtimeartsarticle08599190242000html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 70
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Swear Jar
Best Budlight Commercial Ever ndash Beer amp Porn
>
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 71
Bud Light Videos Shared on Blogs
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 72
Bud Light Videos Shared on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 73
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Title Username Views
Bud Light Super Bowl Commercial Too Racy for TV 1togrowon 3276358
Bud Light Super Bowl Commercial Too Controversial for TV 1togrowon 3108084
Best Budlight Commercial Ever ndash Beer amp Porn perrycomo92882 1133713
Bud Light ldquoCut The Cheeserdquo secret TV spot not on Super Bowl razzledog 737928
TOTAL 15654689
Source YouTube April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 74
Alcohol Brands on Twitter
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 75
Tweets Driving Purchase Intent
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 76
Tweets Driving Traffic to Other Social Media Content
Last month Tennessee-based distillery Jack Danielrsquos 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
Marjorie Dufek interactive marketing director at Brown Forman said Twitter reported ldquosignificantly higher than averagerdquo engagement rates for the campaign as well as greater use of the brand name within tweets than its advertisers usually experience
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
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
Marshall J (2011 May 3) Jack Danielrsquos Is First Spirits Brand to Buy Twitter Ads ClickZ Retrieved from httpwwwclickzcomclickznews2046786jack-daniels-spirits-brand-twitter-ads
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 77
ldquoThe advantage for us is that people see Jack Danielrsquos as a friend itrsquos a very social brand by nature We have an unprecedented opportunity to have real conversations with our consumers via social mediardquo
Marjorie Dufek Brown Forman
Jack Daniels Is First Spirits Brand to Buy
Twitter Ads
Paid Advertising on Twitter
Photo Credit ndash Fan Photo on Jack Daniels Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 78
Direct Impressions Generated by Alcohol Brands on Twitter
of Tweets Following Followers Estimated Impressions
Pabst Blue Ribbon 4543 349 1754 3984211
Smirnoff 2048 16631 15140 15503360
Stolichnaya 1590 1642 1857 1476315
HPNOTIQ 1460 1775 893 651890
Skyy Vodka 851 387 2057 875254
Bacardi 569 17985 20451 5818310
Bacon Vodka 436 2044 3577 779786
Dolce Touch Vodka 407 1512 1655 336793
Don Q Rum 353 1617 1322 233333
Absolut Vodka 288 327 1531 220464
TOTAL 12545 44179 48483 29879715
Based on linear follower growth
Source Twitter February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 79
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Hour
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 80
Smirnoff Photo Albums on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81
42888 Image Results for ldquoBud Lightrdquo on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 34
Youth on Captain Morgan USA Facebook Page
ldquoThe Facebook ad targeted Lawrence area youths who might be looking for a fake ID A total of 5246 people between the ages of 16 and 20 clicked on the adhelliprdquo
ldquoCoalition 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 studentsrdquo
Blakesley D (2011 February 26) No Faking Lawrence police cracking down on bogus IDs Lawrence Journal-World Retrieved from httpwww2ljworldcomnews2011feb26no-faking-lawrence-police-cracking-down-bogus-ids
ldquoAll the 225 profiles that were examined belonged to male undergraduate studentshellipMore than 68 of the profiles belonged to students who were under the legal US drinking agehelliprdquo
ldquoReferences to alcohol were present on 8533 of the profileshellipThe average number of alcohol references per profile was 85helliprdquo
Egan KG amp Moreno MA (2011 March 15) Alcohol References on Undergraduate Malesrsquo Facebook Profiles American Journal of Menrsquos Health 5(2) doi1011771557988310394341
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 35
Facebook Alcohol Concerns
ldquoFacebook claims the information they surrender to these companies is anonymous but itrsquos not Companies can combine the lsquoanonymizedrsquo 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 envyrdquo
Krishnamurthy B amp Wills CE (2010 January) On the leakage of personally identifiable information via online social networks ACM SIGCOMM Computer Communication Review 40(1) Retrieved from httpwebcswpiedu~cewpaperswosn09pdf
ldquoInformation about an individualrsquos 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 individualsrsquo SSNs and their birth data and found that for younger cohorts the correlation allows statistical inference of private SSNsrdquo
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 httpwwwpnasorgcontentearly200907020904891106fullpdf+html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 36
Facebook Privacy Concerns
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 37
Captain Morgan USA Brand Page on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 38
Fan Recruitment and Permission Marketing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 39
Number of Fans for Top Alcohol Brands on Facebook
Fans Growth (Last Month)
Heineken 1308995 +1148
Jack Danielrsquos Tennessee Whiskey 1126286 +735
Bud Light 1068945 +418
Dos Equis 1051066 +063
Budweiser 735073 +627
Jim Beam 707338 +1490
Smirnoff Ice 619736 +064
Captain Morgan USA 602668 +394
Absolut 595534 +212
Corona 484356 +279
TOTAL 8299997 +572
Source Facebook April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 40
Captain Morgan USA Brand Wall
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 41
Conversations With Joose
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 42
Conversations With Joose (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 43
Conversations With Joose (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 44
Interactions on Alcohol Brand Walls in January 2011
Brand Posts User ldquoLikesrdquo User Comments
Jack Danielrsquos Tennessee Whiskey 9 9211 1544
Bud Light 16 12611 2405
Heineken 13 21070 6400
Absolut 8 1845 248
Captain Morgan USA 51 23677 9010
Jim Beam 16 8076 1465
Corona 3 2191 438
Miller Lite 4 1329 334
Hennessy 11 6812 1431
Smirnoff US 27 11483 2677
TOTAL 158 98305 25952
Source Facebook February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 45
Annual Value of Facebook Fans for Top Alcohol Brands
Fans Annual Value
Heineken 1308995 $4712382
Jack Danielrsquos Tennessee Whiskey 1126286 $4054629
Bud Light 1068945 $3848202
Dos Equis 1051066 $3783837
Budweiser 735073 $2646262
Jim Beam 707338 $2546416
Smirnoff Ice 619736 $2231049
Captain Morgan USA 602668 $2169604
Absolut 595534 $2143922
Corona 484356 $1743681
TOTAL 8299997 $29879989
Based on $360 annual value of Facebook fan (Source Virtrue)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 46
Brand-Uploaded Photo Albums on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 47
User-Uploaded Photos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 48
Brand-Uploaded Videos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 49
User-Uploaded Videos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 50
Photos and Videos on Alcohol Brand Pages
Brand Photos Fan Photos Brand Videos Fan Videos
Jack Danielrsquos Tennessee Whiskey 784 2142 40 8
Bud Light 656 1116 24 25
Heineken 7400 625 65 0
Absolut 427 101 25 3
Captain Morgan USA 2108 1743 44 4
Jim Beam 121 534 33 0
Corona 20 1204 20 8
Miller Lite 605 412 6 0
Hennessy 1063 516 56 7
Smirnoff US 1576 121 50 0
TOTAL 14760 8514 363 55
Source Facebook February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 51
Fan Photo on Bud Light Lime Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 52
Fan Photo on Bud Light Lime Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 53
Brand-Uploaded Photo on Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 54
Brand-Uploaded Photo on Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 55
Fan Photo on Jack Danielrsquos Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 56
Brand Evangelism
Photo Credit ndash Fan Photo on Coors Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 57
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 58
Peer Advertising = Social Proof
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 59
Thousands of User-Generated Alcohol Brand-Oriented Pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 60
Team Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 61
Team Bud Light Facebook Page (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 62
Thousands of User-Generated Alcohol Brand-Oriented Groups
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 63
Thousands of User-Generated Alcohol Brand-Oriented Events
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 64
YouTube Demographics
Heineken Aims Its Ads at Young Digital Devotees
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 ldquoOpen your worldrdquo made its way onto TV in about 30 countries three months later but not before being viewed frequently online
ldquoThe Daterdquo has a different cast from ldquoThe Entrancerdquo and the plots diverge The new spot is about a young man on a wild date and the previous one is about a young manrsquos show-stopping arrival at a wild party
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 ndash or in place of ndash traditional means
This is particularly true for a beer brand like Heineken Its intended target audience is men ages 18 or 21 (depending on a countryrsquos legal minimum drinking age) to 34hellipMaking that even more appropriate for Heineken is a goal to reach a subset of younger men who are ldquoworldly cosmopolitanrdquo Mr Nasard said who ldquoover-index in Internet usagerdquo
Elliott S (2011 May 25) Heineken Aims Its Ads at Young Digital Devotees The New York Times Retrieved from httpwwwnytimescom20110526businessmedia26adcohtml
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 65
Heineken Targets Youth Viewers on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 66
Alcohol Brand Channels on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 67
How Many People Are Visiting Alcohol Brand Channels
of Videos Channel Views Upload Views
Malibu Rum 43 13962 153114
Absolut Vodka 39 1299817 3757718
Grey Goose Vodka 33 44118 383600
Heineken USA 21 119931 381953
Bacardi Superior 14 250493 206017
Captain Morgan 13 575040 603057
Smirnoff 12 279708 456692
Bud Light 5 26665 2679065
TOTAL 180 2609734 8621216
Source YouTube February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 68
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaign
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 69
Absolut Vodka ndash Advertising as Content
This Pornrsquos for You Budweiserrsquos Racy Web Ad
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 theyre being lauded for it
Last year Budweisers 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
Luscombe B (2009 June 4) This Pornrsquos for You Budweiserrsquos Racy Web Ad Time Retrieved from httpwwwtimecomtimeartsarticle08599190242000html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 70
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Swear Jar
Best Budlight Commercial Ever ndash Beer amp Porn
>
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 71
Bud Light Videos Shared on Blogs
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 72
Bud Light Videos Shared on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 73
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Title Username Views
Bud Light Super Bowl Commercial Too Racy for TV 1togrowon 3276358
Bud Light Super Bowl Commercial Too Controversial for TV 1togrowon 3108084
Best Budlight Commercial Ever ndash Beer amp Porn perrycomo92882 1133713
Bud Light ldquoCut The Cheeserdquo secret TV spot not on Super Bowl razzledog 737928
TOTAL 15654689
Source YouTube April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 74
Alcohol Brands on Twitter
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 75
Tweets Driving Purchase Intent
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 76
Tweets Driving Traffic to Other Social Media Content
Last month Tennessee-based distillery Jack Danielrsquos 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
Marjorie Dufek interactive marketing director at Brown Forman said Twitter reported ldquosignificantly higher than averagerdquo engagement rates for the campaign as well as greater use of the brand name within tweets than its advertisers usually experience
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
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
Marshall J (2011 May 3) Jack Danielrsquos Is First Spirits Brand to Buy Twitter Ads ClickZ Retrieved from httpwwwclickzcomclickznews2046786jack-daniels-spirits-brand-twitter-ads
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 77
ldquoThe advantage for us is that people see Jack Danielrsquos as a friend itrsquos a very social brand by nature We have an unprecedented opportunity to have real conversations with our consumers via social mediardquo
Marjorie Dufek Brown Forman
Jack Daniels Is First Spirits Brand to Buy
Twitter Ads
Paid Advertising on Twitter
Photo Credit ndash Fan Photo on Jack Daniels Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 78
Direct Impressions Generated by Alcohol Brands on Twitter
of Tweets Following Followers Estimated Impressions
Pabst Blue Ribbon 4543 349 1754 3984211
Smirnoff 2048 16631 15140 15503360
Stolichnaya 1590 1642 1857 1476315
HPNOTIQ 1460 1775 893 651890
Skyy Vodka 851 387 2057 875254
Bacardi 569 17985 20451 5818310
Bacon Vodka 436 2044 3577 779786
Dolce Touch Vodka 407 1512 1655 336793
Don Q Rum 353 1617 1322 233333
Absolut Vodka 288 327 1531 220464
TOTAL 12545 44179 48483 29879715
Based on linear follower growth
Source Twitter February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 79
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Hour
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 80
Smirnoff Photo Albums on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81
42888 Image Results for ldquoBud Lightrdquo on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
ldquoThe Facebook ad targeted Lawrence area youths who might be looking for a fake ID A total of 5246 people between the ages of 16 and 20 clicked on the adhelliprdquo
ldquoCoalition 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 studentsrdquo
Blakesley D (2011 February 26) No Faking Lawrence police cracking down on bogus IDs Lawrence Journal-World Retrieved from httpwww2ljworldcomnews2011feb26no-faking-lawrence-police-cracking-down-bogus-ids
ldquoAll the 225 profiles that were examined belonged to male undergraduate studentshellipMore than 68 of the profiles belonged to students who were under the legal US drinking agehelliprdquo
ldquoReferences to alcohol were present on 8533 of the profileshellipThe average number of alcohol references per profile was 85helliprdquo
Egan KG amp Moreno MA (2011 March 15) Alcohol References on Undergraduate Malesrsquo Facebook Profiles American Journal of Menrsquos Health 5(2) doi1011771557988310394341
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 35
Facebook Alcohol Concerns
ldquoFacebook claims the information they surrender to these companies is anonymous but itrsquos not Companies can combine the lsquoanonymizedrsquo 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 envyrdquo
Krishnamurthy B amp Wills CE (2010 January) On the leakage of personally identifiable information via online social networks ACM SIGCOMM Computer Communication Review 40(1) Retrieved from httpwebcswpiedu~cewpaperswosn09pdf
ldquoInformation about an individualrsquos 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 individualsrsquo SSNs and their birth data and found that for younger cohorts the correlation allows statistical inference of private SSNsrdquo
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 httpwwwpnasorgcontentearly200907020904891106fullpdf+html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 36
Facebook Privacy Concerns
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 37
Captain Morgan USA Brand Page on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 38
Fan Recruitment and Permission Marketing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 39
Number of Fans for Top Alcohol Brands on Facebook
Fans Growth (Last Month)
Heineken 1308995 +1148
Jack Danielrsquos Tennessee Whiskey 1126286 +735
Bud Light 1068945 +418
Dos Equis 1051066 +063
Budweiser 735073 +627
Jim Beam 707338 +1490
Smirnoff Ice 619736 +064
Captain Morgan USA 602668 +394
Absolut 595534 +212
Corona 484356 +279
TOTAL 8299997 +572
Source Facebook April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 40
Captain Morgan USA Brand Wall
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 41
Conversations With Joose
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 42
Conversations With Joose (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 43
Conversations With Joose (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 44
Interactions on Alcohol Brand Walls in January 2011
Brand Posts User ldquoLikesrdquo User Comments
Jack Danielrsquos Tennessee Whiskey 9 9211 1544
Bud Light 16 12611 2405
Heineken 13 21070 6400
Absolut 8 1845 248
Captain Morgan USA 51 23677 9010
Jim Beam 16 8076 1465
Corona 3 2191 438
Miller Lite 4 1329 334
Hennessy 11 6812 1431
Smirnoff US 27 11483 2677
TOTAL 158 98305 25952
Source Facebook February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 45
Annual Value of Facebook Fans for Top Alcohol Brands
Fans Annual Value
Heineken 1308995 $4712382
Jack Danielrsquos Tennessee Whiskey 1126286 $4054629
Bud Light 1068945 $3848202
Dos Equis 1051066 $3783837
Budweiser 735073 $2646262
Jim Beam 707338 $2546416
Smirnoff Ice 619736 $2231049
Captain Morgan USA 602668 $2169604
Absolut 595534 $2143922
Corona 484356 $1743681
TOTAL 8299997 $29879989
Based on $360 annual value of Facebook fan (Source Virtrue)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 46
Brand-Uploaded Photo Albums on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 47
User-Uploaded Photos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 48
Brand-Uploaded Videos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 49
User-Uploaded Videos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 50
Photos and Videos on Alcohol Brand Pages
Brand Photos Fan Photos Brand Videos Fan Videos
Jack Danielrsquos Tennessee Whiskey 784 2142 40 8
Bud Light 656 1116 24 25
Heineken 7400 625 65 0
Absolut 427 101 25 3
Captain Morgan USA 2108 1743 44 4
Jim Beam 121 534 33 0
Corona 20 1204 20 8
Miller Lite 605 412 6 0
Hennessy 1063 516 56 7
Smirnoff US 1576 121 50 0
TOTAL 14760 8514 363 55
Source Facebook February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 51
Fan Photo on Bud Light Lime Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 52
Fan Photo on Bud Light Lime Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 53
Brand-Uploaded Photo on Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 54
Brand-Uploaded Photo on Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 55
Fan Photo on Jack Danielrsquos Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 56
Brand Evangelism
Photo Credit ndash Fan Photo on Coors Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 57
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 58
Peer Advertising = Social Proof
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 59
Thousands of User-Generated Alcohol Brand-Oriented Pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 60
Team Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 61
Team Bud Light Facebook Page (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 62
Thousands of User-Generated Alcohol Brand-Oriented Groups
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 63
Thousands of User-Generated Alcohol Brand-Oriented Events
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 64
YouTube Demographics
Heineken Aims Its Ads at Young Digital Devotees
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 ldquoOpen your worldrdquo made its way onto TV in about 30 countries three months later but not before being viewed frequently online
ldquoThe Daterdquo has a different cast from ldquoThe Entrancerdquo and the plots diverge The new spot is about a young man on a wild date and the previous one is about a young manrsquos show-stopping arrival at a wild party
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 ndash or in place of ndash traditional means
This is particularly true for a beer brand like Heineken Its intended target audience is men ages 18 or 21 (depending on a countryrsquos legal minimum drinking age) to 34hellipMaking that even more appropriate for Heineken is a goal to reach a subset of younger men who are ldquoworldly cosmopolitanrdquo Mr Nasard said who ldquoover-index in Internet usagerdquo
Elliott S (2011 May 25) Heineken Aims Its Ads at Young Digital Devotees The New York Times Retrieved from httpwwwnytimescom20110526businessmedia26adcohtml
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 65
Heineken Targets Youth Viewers on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 66
Alcohol Brand Channels on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 67
How Many People Are Visiting Alcohol Brand Channels
of Videos Channel Views Upload Views
Malibu Rum 43 13962 153114
Absolut Vodka 39 1299817 3757718
Grey Goose Vodka 33 44118 383600
Heineken USA 21 119931 381953
Bacardi Superior 14 250493 206017
Captain Morgan 13 575040 603057
Smirnoff 12 279708 456692
Bud Light 5 26665 2679065
TOTAL 180 2609734 8621216
Source YouTube February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 68
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaign
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 69
Absolut Vodka ndash Advertising as Content
This Pornrsquos for You Budweiserrsquos Racy Web Ad
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 theyre being lauded for it
Last year Budweisers 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
Luscombe B (2009 June 4) This Pornrsquos for You Budweiserrsquos Racy Web Ad Time Retrieved from httpwwwtimecomtimeartsarticle08599190242000html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 70
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Swear Jar
Best Budlight Commercial Ever ndash Beer amp Porn
>
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 71
Bud Light Videos Shared on Blogs
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 72
Bud Light Videos Shared on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 73
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Title Username Views
Bud Light Super Bowl Commercial Too Racy for TV 1togrowon 3276358
Bud Light Super Bowl Commercial Too Controversial for TV 1togrowon 3108084
Best Budlight Commercial Ever ndash Beer amp Porn perrycomo92882 1133713
Bud Light ldquoCut The Cheeserdquo secret TV spot not on Super Bowl razzledog 737928
TOTAL 15654689
Source YouTube April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 74
Alcohol Brands on Twitter
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 75
Tweets Driving Purchase Intent
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 76
Tweets Driving Traffic to Other Social Media Content
Last month Tennessee-based distillery Jack Danielrsquos 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
Marjorie Dufek interactive marketing director at Brown Forman said Twitter reported ldquosignificantly higher than averagerdquo engagement rates for the campaign as well as greater use of the brand name within tweets than its advertisers usually experience
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
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
Marshall J (2011 May 3) Jack Danielrsquos Is First Spirits Brand to Buy Twitter Ads ClickZ Retrieved from httpwwwclickzcomclickznews2046786jack-daniels-spirits-brand-twitter-ads
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 77
ldquoThe advantage for us is that people see Jack Danielrsquos as a friend itrsquos a very social brand by nature We have an unprecedented opportunity to have real conversations with our consumers via social mediardquo
Marjorie Dufek Brown Forman
Jack Daniels Is First Spirits Brand to Buy
Twitter Ads
Paid Advertising on Twitter
Photo Credit ndash Fan Photo on Jack Daniels Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 78
Direct Impressions Generated by Alcohol Brands on Twitter
of Tweets Following Followers Estimated Impressions
Pabst Blue Ribbon 4543 349 1754 3984211
Smirnoff 2048 16631 15140 15503360
Stolichnaya 1590 1642 1857 1476315
HPNOTIQ 1460 1775 893 651890
Skyy Vodka 851 387 2057 875254
Bacardi 569 17985 20451 5818310
Bacon Vodka 436 2044 3577 779786
Dolce Touch Vodka 407 1512 1655 336793
Don Q Rum 353 1617 1322 233333
Absolut Vodka 288 327 1531 220464
TOTAL 12545 44179 48483 29879715
Based on linear follower growth
Source Twitter February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 79
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Hour
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 80
Smirnoff Photo Albums on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81
42888 Image Results for ldquoBud Lightrdquo on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
ldquoFacebook claims the information they surrender to these companies is anonymous but itrsquos not Companies can combine the lsquoanonymizedrsquo 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 envyrdquo
Krishnamurthy B amp Wills CE (2010 January) On the leakage of personally identifiable information via online social networks ACM SIGCOMM Computer Communication Review 40(1) Retrieved from httpwebcswpiedu~cewpaperswosn09pdf
ldquoInformation about an individualrsquos 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 individualsrsquo SSNs and their birth data and found that for younger cohorts the correlation allows statistical inference of private SSNsrdquo
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 httpwwwpnasorgcontentearly200907020904891106fullpdf+html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 36
Facebook Privacy Concerns
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 37
Captain Morgan USA Brand Page on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 38
Fan Recruitment and Permission Marketing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 39
Number of Fans for Top Alcohol Brands on Facebook
Fans Growth (Last Month)
Heineken 1308995 +1148
Jack Danielrsquos Tennessee Whiskey 1126286 +735
Bud Light 1068945 +418
Dos Equis 1051066 +063
Budweiser 735073 +627
Jim Beam 707338 +1490
Smirnoff Ice 619736 +064
Captain Morgan USA 602668 +394
Absolut 595534 +212
Corona 484356 +279
TOTAL 8299997 +572
Source Facebook April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 40
Captain Morgan USA Brand Wall
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 41
Conversations With Joose
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 42
Conversations With Joose (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 43
Conversations With Joose (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 44
Interactions on Alcohol Brand Walls in January 2011
Brand Posts User ldquoLikesrdquo User Comments
Jack Danielrsquos Tennessee Whiskey 9 9211 1544
Bud Light 16 12611 2405
Heineken 13 21070 6400
Absolut 8 1845 248
Captain Morgan USA 51 23677 9010
Jim Beam 16 8076 1465
Corona 3 2191 438
Miller Lite 4 1329 334
Hennessy 11 6812 1431
Smirnoff US 27 11483 2677
TOTAL 158 98305 25952
Source Facebook February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 45
Annual Value of Facebook Fans for Top Alcohol Brands
Fans Annual Value
Heineken 1308995 $4712382
Jack Danielrsquos Tennessee Whiskey 1126286 $4054629
Bud Light 1068945 $3848202
Dos Equis 1051066 $3783837
Budweiser 735073 $2646262
Jim Beam 707338 $2546416
Smirnoff Ice 619736 $2231049
Captain Morgan USA 602668 $2169604
Absolut 595534 $2143922
Corona 484356 $1743681
TOTAL 8299997 $29879989
Based on $360 annual value of Facebook fan (Source Virtrue)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 46
Brand-Uploaded Photo Albums on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 47
User-Uploaded Photos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 48
Brand-Uploaded Videos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 49
User-Uploaded Videos on Captain Morgan USA Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 50
Photos and Videos on Alcohol Brand Pages
Brand Photos Fan Photos Brand Videos Fan Videos
Jack Danielrsquos Tennessee Whiskey 784 2142 40 8
Bud Light 656 1116 24 25
Heineken 7400 625 65 0
Absolut 427 101 25 3
Captain Morgan USA 2108 1743 44 4
Jim Beam 121 534 33 0
Corona 20 1204 20 8
Miller Lite 605 412 6 0
Hennessy 1063 516 56 7
Smirnoff US 1576 121 50 0
TOTAL 14760 8514 363 55
Source Facebook February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 51
Fan Photo on Bud Light Lime Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 52
Fan Photo on Bud Light Lime Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 53
Brand-Uploaded Photo on Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 54
Brand-Uploaded Photo on Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 55
Fan Photo on Jack Danielrsquos Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 56
Brand Evangelism
Photo Credit ndash Fan Photo on Coors Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 57
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 58
Peer Advertising = Social Proof
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 59
Thousands of User-Generated Alcohol Brand-Oriented Pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 60
Team Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 61
Team Bud Light Facebook Page (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 62
Thousands of User-Generated Alcohol Brand-Oriented Groups
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 63
Thousands of User-Generated Alcohol Brand-Oriented Events
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 64
YouTube Demographics
Heineken Aims Its Ads at Young Digital Devotees
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 ldquoOpen your worldrdquo made its way onto TV in about 30 countries three months later but not before being viewed frequently online
ldquoThe Daterdquo has a different cast from ldquoThe Entrancerdquo and the plots diverge The new spot is about a young man on a wild date and the previous one is about a young manrsquos show-stopping arrival at a wild party
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 ndash or in place of ndash traditional means
This is particularly true for a beer brand like Heineken Its intended target audience is men ages 18 or 21 (depending on a countryrsquos legal minimum drinking age) to 34hellipMaking that even more appropriate for Heineken is a goal to reach a subset of younger men who are ldquoworldly cosmopolitanrdquo Mr Nasard said who ldquoover-index in Internet usagerdquo
Elliott S (2011 May 25) Heineken Aims Its Ads at Young Digital Devotees The New York Times Retrieved from httpwwwnytimescom20110526businessmedia26adcohtml
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 65
Heineken Targets Youth Viewers on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 66
Alcohol Brand Channels on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 67
How Many People Are Visiting Alcohol Brand Channels
of Videos Channel Views Upload Views
Malibu Rum 43 13962 153114
Absolut Vodka 39 1299817 3757718
Grey Goose Vodka 33 44118 383600
Heineken USA 21 119931 381953
Bacardi Superior 14 250493 206017
Captain Morgan 13 575040 603057
Smirnoff 12 279708 456692
Bud Light 5 26665 2679065
TOTAL 180 2609734 8621216
Source YouTube February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 68
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaign
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 69
Absolut Vodka ndash Advertising as Content
This Pornrsquos for You Budweiserrsquos Racy Web Ad
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 theyre being lauded for it
Last year Budweisers 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
Luscombe B (2009 June 4) This Pornrsquos for You Budweiserrsquos Racy Web Ad Time Retrieved from httpwwwtimecomtimeartsarticle08599190242000html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 70
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Swear Jar
Best Budlight Commercial Ever ndash Beer amp Porn
>
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 71
Bud Light Videos Shared on Blogs
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 72
Bud Light Videos Shared on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 73
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Title Username Views
Bud Light Super Bowl Commercial Too Racy for TV 1togrowon 3276358
Bud Light Super Bowl Commercial Too Controversial for TV 1togrowon 3108084
Best Budlight Commercial Ever ndash Beer amp Porn perrycomo92882 1133713
Bud Light ldquoCut The Cheeserdquo secret TV spot not on Super Bowl razzledog 737928
TOTAL 15654689
Source YouTube April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 74
Alcohol Brands on Twitter
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 75
Tweets Driving Purchase Intent
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 76
Tweets Driving Traffic to Other Social Media Content
Last month Tennessee-based distillery Jack Danielrsquos 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
Marjorie Dufek interactive marketing director at Brown Forman said Twitter reported ldquosignificantly higher than averagerdquo engagement rates for the campaign as well as greater use of the brand name within tweets than its advertisers usually experience
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
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
Marshall J (2011 May 3) Jack Danielrsquos Is First Spirits Brand to Buy Twitter Ads ClickZ Retrieved from httpwwwclickzcomclickznews2046786jack-daniels-spirits-brand-twitter-ads
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 77
ldquoThe advantage for us is that people see Jack Danielrsquos as a friend itrsquos a very social brand by nature We have an unprecedented opportunity to have real conversations with our consumers via social mediardquo
Marjorie Dufek Brown Forman
Jack Daniels Is First Spirits Brand to Buy
Twitter Ads
Paid Advertising on Twitter
Photo Credit ndash Fan Photo on Jack Daniels Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 78
Direct Impressions Generated by Alcohol Brands on Twitter
of Tweets Following Followers Estimated Impressions
Pabst Blue Ribbon 4543 349 1754 3984211
Smirnoff 2048 16631 15140 15503360
Stolichnaya 1590 1642 1857 1476315
HPNOTIQ 1460 1775 893 651890
Skyy Vodka 851 387 2057 875254
Bacardi 569 17985 20451 5818310
Bacon Vodka 436 2044 3577 779786
Dolce Touch Vodka 407 1512 1655 336793
Don Q Rum 353 1617 1322 233333
Absolut Vodka 288 327 1531 220464
TOTAL 12545 44179 48483 29879715
Based on linear follower growth
Source Twitter February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 79
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Hour
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 80
Smirnoff Photo Albums on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81
42888 Image Results for ldquoBud Lightrdquo on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 58
Peer Advertising = Social Proof
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 59
Thousands of User-Generated Alcohol Brand-Oriented Pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 60
Team Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 61
Team Bud Light Facebook Page (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 62
Thousands of User-Generated Alcohol Brand-Oriented Groups
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 63
Thousands of User-Generated Alcohol Brand-Oriented Events
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 64
YouTube Demographics
Heineken Aims Its Ads at Young Digital Devotees
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 ldquoOpen your worldrdquo made its way onto TV in about 30 countries three months later but not before being viewed frequently online
ldquoThe Daterdquo has a different cast from ldquoThe Entrancerdquo and the plots diverge The new spot is about a young man on a wild date and the previous one is about a young manrsquos show-stopping arrival at a wild party
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 ndash or in place of ndash traditional means
This is particularly true for a beer brand like Heineken Its intended target audience is men ages 18 or 21 (depending on a countryrsquos legal minimum drinking age) to 34hellipMaking that even more appropriate for Heineken is a goal to reach a subset of younger men who are ldquoworldly cosmopolitanrdquo Mr Nasard said who ldquoover-index in Internet usagerdquo
Elliott S (2011 May 25) Heineken Aims Its Ads at Young Digital Devotees The New York Times Retrieved from httpwwwnytimescom20110526businessmedia26adcohtml
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 65
Heineken Targets Youth Viewers on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 66
Alcohol Brand Channels on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 67
How Many People Are Visiting Alcohol Brand Channels
of Videos Channel Views Upload Views
Malibu Rum 43 13962 153114
Absolut Vodka 39 1299817 3757718
Grey Goose Vodka 33 44118 383600
Heineken USA 21 119931 381953
Bacardi Superior 14 250493 206017
Captain Morgan 13 575040 603057
Smirnoff 12 279708 456692
Bud Light 5 26665 2679065
TOTAL 180 2609734 8621216
Source YouTube February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 68
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaign
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 69
Absolut Vodka ndash Advertising as Content
This Pornrsquos for You Budweiserrsquos Racy Web Ad
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 theyre being lauded for it
Last year Budweisers 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
Luscombe B (2009 June 4) This Pornrsquos for You Budweiserrsquos Racy Web Ad Time Retrieved from httpwwwtimecomtimeartsarticle08599190242000html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 70
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Swear Jar
Best Budlight Commercial Ever ndash Beer amp Porn
>
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 71
Bud Light Videos Shared on Blogs
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 72
Bud Light Videos Shared on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 73
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Title Username Views
Bud Light Super Bowl Commercial Too Racy for TV 1togrowon 3276358
Bud Light Super Bowl Commercial Too Controversial for TV 1togrowon 3108084
Best Budlight Commercial Ever ndash Beer amp Porn perrycomo92882 1133713
Bud Light ldquoCut The Cheeserdquo secret TV spot not on Super Bowl razzledog 737928
TOTAL 15654689
Source YouTube April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 74
Alcohol Brands on Twitter
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 75
Tweets Driving Purchase Intent
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 76
Tweets Driving Traffic to Other Social Media Content
Last month Tennessee-based distillery Jack Danielrsquos 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
Marjorie Dufek interactive marketing director at Brown Forman said Twitter reported ldquosignificantly higher than averagerdquo engagement rates for the campaign as well as greater use of the brand name within tweets than its advertisers usually experience
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
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
Marshall J (2011 May 3) Jack Danielrsquos Is First Spirits Brand to Buy Twitter Ads ClickZ Retrieved from httpwwwclickzcomclickznews2046786jack-daniels-spirits-brand-twitter-ads
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 77
ldquoThe advantage for us is that people see Jack Danielrsquos as a friend itrsquos a very social brand by nature We have an unprecedented opportunity to have real conversations with our consumers via social mediardquo
Marjorie Dufek Brown Forman
Jack Daniels Is First Spirits Brand to Buy
Twitter Ads
Paid Advertising on Twitter
Photo Credit ndash Fan Photo on Jack Daniels Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 78
Direct Impressions Generated by Alcohol Brands on Twitter
of Tweets Following Followers Estimated Impressions
Pabst Blue Ribbon 4543 349 1754 3984211
Smirnoff 2048 16631 15140 15503360
Stolichnaya 1590 1642 1857 1476315
HPNOTIQ 1460 1775 893 651890
Skyy Vodka 851 387 2057 875254
Bacardi 569 17985 20451 5818310
Bacon Vodka 436 2044 3577 779786
Dolce Touch Vodka 407 1512 1655 336793
Don Q Rum 353 1617 1322 233333
Absolut Vodka 288 327 1531 220464
TOTAL 12545 44179 48483 29879715
Based on linear follower growth
Source Twitter February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 79
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Hour
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 80
Smirnoff Photo Albums on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81
42888 Image Results for ldquoBud Lightrdquo on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 58
Peer Advertising = Social Proof
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 59
Thousands of User-Generated Alcohol Brand-Oriented Pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 60
Team Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 61
Team Bud Light Facebook Page (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 62
Thousands of User-Generated Alcohol Brand-Oriented Groups
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 63
Thousands of User-Generated Alcohol Brand-Oriented Events
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 64
YouTube Demographics
Heineken Aims Its Ads at Young Digital Devotees
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 ldquoOpen your worldrdquo made its way onto TV in about 30 countries three months later but not before being viewed frequently online
ldquoThe Daterdquo has a different cast from ldquoThe Entrancerdquo and the plots diverge The new spot is about a young man on a wild date and the previous one is about a young manrsquos show-stopping arrival at a wild party
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 ndash or in place of ndash traditional means
This is particularly true for a beer brand like Heineken Its intended target audience is men ages 18 or 21 (depending on a countryrsquos legal minimum drinking age) to 34hellipMaking that even more appropriate for Heineken is a goal to reach a subset of younger men who are ldquoworldly cosmopolitanrdquo Mr Nasard said who ldquoover-index in Internet usagerdquo
Elliott S (2011 May 25) Heineken Aims Its Ads at Young Digital Devotees The New York Times Retrieved from httpwwwnytimescom20110526businessmedia26adcohtml
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 65
Heineken Targets Youth Viewers on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 66
Alcohol Brand Channels on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 67
How Many People Are Visiting Alcohol Brand Channels
of Videos Channel Views Upload Views
Malibu Rum 43 13962 153114
Absolut Vodka 39 1299817 3757718
Grey Goose Vodka 33 44118 383600
Heineken USA 21 119931 381953
Bacardi Superior 14 250493 206017
Captain Morgan 13 575040 603057
Smirnoff 12 279708 456692
Bud Light 5 26665 2679065
TOTAL 180 2609734 8621216
Source YouTube February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 68
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaign
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 69
Absolut Vodka ndash Advertising as Content
This Pornrsquos for You Budweiserrsquos Racy Web Ad
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 theyre being lauded for it
Last year Budweisers 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
Luscombe B (2009 June 4) This Pornrsquos for You Budweiserrsquos Racy Web Ad Time Retrieved from httpwwwtimecomtimeartsarticle08599190242000html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 70
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Swear Jar
Best Budlight Commercial Ever ndash Beer amp Porn
>
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 71
Bud Light Videos Shared on Blogs
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 72
Bud Light Videos Shared on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 73
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Title Username Views
Bud Light Super Bowl Commercial Too Racy for TV 1togrowon 3276358
Bud Light Super Bowl Commercial Too Controversial for TV 1togrowon 3108084
Best Budlight Commercial Ever ndash Beer amp Porn perrycomo92882 1133713
Bud Light ldquoCut The Cheeserdquo secret TV spot not on Super Bowl razzledog 737928
TOTAL 15654689
Source YouTube April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 74
Alcohol Brands on Twitter
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 75
Tweets Driving Purchase Intent
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 76
Tweets Driving Traffic to Other Social Media Content
Last month Tennessee-based distillery Jack Danielrsquos 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
Marjorie Dufek interactive marketing director at Brown Forman said Twitter reported ldquosignificantly higher than averagerdquo engagement rates for the campaign as well as greater use of the brand name within tweets than its advertisers usually experience
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
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
Marshall J (2011 May 3) Jack Danielrsquos Is First Spirits Brand to Buy Twitter Ads ClickZ Retrieved from httpwwwclickzcomclickznews2046786jack-daniels-spirits-brand-twitter-ads
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 77
ldquoThe advantage for us is that people see Jack Danielrsquos as a friend itrsquos a very social brand by nature We have an unprecedented opportunity to have real conversations with our consumers via social mediardquo
Marjorie Dufek Brown Forman
Jack Daniels Is First Spirits Brand to Buy
Twitter Ads
Paid Advertising on Twitter
Photo Credit ndash Fan Photo on Jack Daniels Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 78
Direct Impressions Generated by Alcohol Brands on Twitter
of Tweets Following Followers Estimated Impressions
Pabst Blue Ribbon 4543 349 1754 3984211
Smirnoff 2048 16631 15140 15503360
Stolichnaya 1590 1642 1857 1476315
HPNOTIQ 1460 1775 893 651890
Skyy Vodka 851 387 2057 875254
Bacardi 569 17985 20451 5818310
Bacon Vodka 436 2044 3577 779786
Dolce Touch Vodka 407 1512 1655 336793
Don Q Rum 353 1617 1322 233333
Absolut Vodka 288 327 1531 220464
TOTAL 12545 44179 48483 29879715
Based on linear follower growth
Source Twitter February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 79
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Hour
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 80
Smirnoff Photo Albums on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81
42888 Image Results for ldquoBud Lightrdquo on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 58
Peer Advertising = Social Proof
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 59
Thousands of User-Generated Alcohol Brand-Oriented Pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 60
Team Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 61
Team Bud Light Facebook Page (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 62
Thousands of User-Generated Alcohol Brand-Oriented Groups
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 63
Thousands of User-Generated Alcohol Brand-Oriented Events
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 64
YouTube Demographics
Heineken Aims Its Ads at Young Digital Devotees
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 ldquoOpen your worldrdquo made its way onto TV in about 30 countries three months later but not before being viewed frequently online
ldquoThe Daterdquo has a different cast from ldquoThe Entrancerdquo and the plots diverge The new spot is about a young man on a wild date and the previous one is about a young manrsquos show-stopping arrival at a wild party
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 ndash or in place of ndash traditional means
This is particularly true for a beer brand like Heineken Its intended target audience is men ages 18 or 21 (depending on a countryrsquos legal minimum drinking age) to 34hellipMaking that even more appropriate for Heineken is a goal to reach a subset of younger men who are ldquoworldly cosmopolitanrdquo Mr Nasard said who ldquoover-index in Internet usagerdquo
Elliott S (2011 May 25) Heineken Aims Its Ads at Young Digital Devotees The New York Times Retrieved from httpwwwnytimescom20110526businessmedia26adcohtml
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 65
Heineken Targets Youth Viewers on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 66
Alcohol Brand Channels on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 67
How Many People Are Visiting Alcohol Brand Channels
of Videos Channel Views Upload Views
Malibu Rum 43 13962 153114
Absolut Vodka 39 1299817 3757718
Grey Goose Vodka 33 44118 383600
Heineken USA 21 119931 381953
Bacardi Superior 14 250493 206017
Captain Morgan 13 575040 603057
Smirnoff 12 279708 456692
Bud Light 5 26665 2679065
TOTAL 180 2609734 8621216
Source YouTube February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 68
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaign
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 69
Absolut Vodka ndash Advertising as Content
This Pornrsquos for You Budweiserrsquos Racy Web Ad
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 theyre being lauded for it
Last year Budweisers 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
Luscombe B (2009 June 4) This Pornrsquos for You Budweiserrsquos Racy Web Ad Time Retrieved from httpwwwtimecomtimeartsarticle08599190242000html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 70
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Swear Jar
Best Budlight Commercial Ever ndash Beer amp Porn
>
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 71
Bud Light Videos Shared on Blogs
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 72
Bud Light Videos Shared on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 73
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Title Username Views
Bud Light Super Bowl Commercial Too Racy for TV 1togrowon 3276358
Bud Light Super Bowl Commercial Too Controversial for TV 1togrowon 3108084
Best Budlight Commercial Ever ndash Beer amp Porn perrycomo92882 1133713
Bud Light ldquoCut The Cheeserdquo secret TV spot not on Super Bowl razzledog 737928
TOTAL 15654689
Source YouTube April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 74
Alcohol Brands on Twitter
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 75
Tweets Driving Purchase Intent
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 76
Tweets Driving Traffic to Other Social Media Content
Last month Tennessee-based distillery Jack Danielrsquos 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
Marjorie Dufek interactive marketing director at Brown Forman said Twitter reported ldquosignificantly higher than averagerdquo engagement rates for the campaign as well as greater use of the brand name within tweets than its advertisers usually experience
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
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
Marshall J (2011 May 3) Jack Danielrsquos Is First Spirits Brand to Buy Twitter Ads ClickZ Retrieved from httpwwwclickzcomclickznews2046786jack-daniels-spirits-brand-twitter-ads
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 77
ldquoThe advantage for us is that people see Jack Danielrsquos as a friend itrsquos a very social brand by nature We have an unprecedented opportunity to have real conversations with our consumers via social mediardquo
Marjorie Dufek Brown Forman
Jack Daniels Is First Spirits Brand to Buy
Twitter Ads
Paid Advertising on Twitter
Photo Credit ndash Fan Photo on Jack Daniels Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 78
Direct Impressions Generated by Alcohol Brands on Twitter
of Tweets Following Followers Estimated Impressions
Pabst Blue Ribbon 4543 349 1754 3984211
Smirnoff 2048 16631 15140 15503360
Stolichnaya 1590 1642 1857 1476315
HPNOTIQ 1460 1775 893 651890
Skyy Vodka 851 387 2057 875254
Bacardi 569 17985 20451 5818310
Bacon Vodka 436 2044 3577 779786
Dolce Touch Vodka 407 1512 1655 336793
Don Q Rum 353 1617 1322 233333
Absolut Vodka 288 327 1531 220464
TOTAL 12545 44179 48483 29879715
Based on linear follower growth
Source Twitter February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 79
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Hour
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 80
Smirnoff Photo Albums on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81
42888 Image Results for ldquoBud Lightrdquo on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 58
Peer Advertising = Social Proof
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 59
Thousands of User-Generated Alcohol Brand-Oriented Pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 60
Team Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 61
Team Bud Light Facebook Page (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 62
Thousands of User-Generated Alcohol Brand-Oriented Groups
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 63
Thousands of User-Generated Alcohol Brand-Oriented Events
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 64
YouTube Demographics
Heineken Aims Its Ads at Young Digital Devotees
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 ldquoOpen your worldrdquo made its way onto TV in about 30 countries three months later but not before being viewed frequently online
ldquoThe Daterdquo has a different cast from ldquoThe Entrancerdquo and the plots diverge The new spot is about a young man on a wild date and the previous one is about a young manrsquos show-stopping arrival at a wild party
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 ndash or in place of ndash traditional means
This is particularly true for a beer brand like Heineken Its intended target audience is men ages 18 or 21 (depending on a countryrsquos legal minimum drinking age) to 34hellipMaking that even more appropriate for Heineken is a goal to reach a subset of younger men who are ldquoworldly cosmopolitanrdquo Mr Nasard said who ldquoover-index in Internet usagerdquo
Elliott S (2011 May 25) Heineken Aims Its Ads at Young Digital Devotees The New York Times Retrieved from httpwwwnytimescom20110526businessmedia26adcohtml
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 65
Heineken Targets Youth Viewers on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 66
Alcohol Brand Channels on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 67
How Many People Are Visiting Alcohol Brand Channels
of Videos Channel Views Upload Views
Malibu Rum 43 13962 153114
Absolut Vodka 39 1299817 3757718
Grey Goose Vodka 33 44118 383600
Heineken USA 21 119931 381953
Bacardi Superior 14 250493 206017
Captain Morgan 13 575040 603057
Smirnoff 12 279708 456692
Bud Light 5 26665 2679065
TOTAL 180 2609734 8621216
Source YouTube February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 68
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaign
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 69
Absolut Vodka ndash Advertising as Content
This Pornrsquos for You Budweiserrsquos Racy Web Ad
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 theyre being lauded for it
Last year Budweisers 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
Luscombe B (2009 June 4) This Pornrsquos for You Budweiserrsquos Racy Web Ad Time Retrieved from httpwwwtimecomtimeartsarticle08599190242000html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 70
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Swear Jar
Best Budlight Commercial Ever ndash Beer amp Porn
>
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 71
Bud Light Videos Shared on Blogs
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 72
Bud Light Videos Shared on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 73
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Title Username Views
Bud Light Super Bowl Commercial Too Racy for TV 1togrowon 3276358
Bud Light Super Bowl Commercial Too Controversial for TV 1togrowon 3108084
Best Budlight Commercial Ever ndash Beer amp Porn perrycomo92882 1133713
Bud Light ldquoCut The Cheeserdquo secret TV spot not on Super Bowl razzledog 737928
TOTAL 15654689
Source YouTube April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 74
Alcohol Brands on Twitter
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 75
Tweets Driving Purchase Intent
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 76
Tweets Driving Traffic to Other Social Media Content
Last month Tennessee-based distillery Jack Danielrsquos 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
Marjorie Dufek interactive marketing director at Brown Forman said Twitter reported ldquosignificantly higher than averagerdquo engagement rates for the campaign as well as greater use of the brand name within tweets than its advertisers usually experience
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
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
Marshall J (2011 May 3) Jack Danielrsquos Is First Spirits Brand to Buy Twitter Ads ClickZ Retrieved from httpwwwclickzcomclickznews2046786jack-daniels-spirits-brand-twitter-ads
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 77
ldquoThe advantage for us is that people see Jack Danielrsquos as a friend itrsquos a very social brand by nature We have an unprecedented opportunity to have real conversations with our consumers via social mediardquo
Marjorie Dufek Brown Forman
Jack Daniels Is First Spirits Brand to Buy
Twitter Ads
Paid Advertising on Twitter
Photo Credit ndash Fan Photo on Jack Daniels Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 78
Direct Impressions Generated by Alcohol Brands on Twitter
of Tweets Following Followers Estimated Impressions
Pabst Blue Ribbon 4543 349 1754 3984211
Smirnoff 2048 16631 15140 15503360
Stolichnaya 1590 1642 1857 1476315
HPNOTIQ 1460 1775 893 651890
Skyy Vodka 851 387 2057 875254
Bacardi 569 17985 20451 5818310
Bacon Vodka 436 2044 3577 779786
Dolce Touch Vodka 407 1512 1655 336793
Don Q Rum 353 1617 1322 233333
Absolut Vodka 288 327 1531 220464
TOTAL 12545 44179 48483 29879715
Based on linear follower growth
Source Twitter February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 79
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Hour
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 80
Smirnoff Photo Albums on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81
42888 Image Results for ldquoBud Lightrdquo on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 58
Peer Advertising = Social Proof
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 59
Thousands of User-Generated Alcohol Brand-Oriented Pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 60
Team Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 61
Team Bud Light Facebook Page (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 62
Thousands of User-Generated Alcohol Brand-Oriented Groups
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 63
Thousands of User-Generated Alcohol Brand-Oriented Events
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 64
YouTube Demographics
Heineken Aims Its Ads at Young Digital Devotees
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 ldquoOpen your worldrdquo made its way onto TV in about 30 countries three months later but not before being viewed frequently online
ldquoThe Daterdquo has a different cast from ldquoThe Entrancerdquo and the plots diverge The new spot is about a young man on a wild date and the previous one is about a young manrsquos show-stopping arrival at a wild party
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 ndash or in place of ndash traditional means
This is particularly true for a beer brand like Heineken Its intended target audience is men ages 18 or 21 (depending on a countryrsquos legal minimum drinking age) to 34hellipMaking that even more appropriate for Heineken is a goal to reach a subset of younger men who are ldquoworldly cosmopolitanrdquo Mr Nasard said who ldquoover-index in Internet usagerdquo
Elliott S (2011 May 25) Heineken Aims Its Ads at Young Digital Devotees The New York Times Retrieved from httpwwwnytimescom20110526businessmedia26adcohtml
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 65
Heineken Targets Youth Viewers on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 66
Alcohol Brand Channels on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 67
How Many People Are Visiting Alcohol Brand Channels
of Videos Channel Views Upload Views
Malibu Rum 43 13962 153114
Absolut Vodka 39 1299817 3757718
Grey Goose Vodka 33 44118 383600
Heineken USA 21 119931 381953
Bacardi Superior 14 250493 206017
Captain Morgan 13 575040 603057
Smirnoff 12 279708 456692
Bud Light 5 26665 2679065
TOTAL 180 2609734 8621216
Source YouTube February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 68
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaign
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 69
Absolut Vodka ndash Advertising as Content
This Pornrsquos for You Budweiserrsquos Racy Web Ad
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 theyre being lauded for it
Last year Budweisers 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
Luscombe B (2009 June 4) This Pornrsquos for You Budweiserrsquos Racy Web Ad Time Retrieved from httpwwwtimecomtimeartsarticle08599190242000html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 70
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Swear Jar
Best Budlight Commercial Ever ndash Beer amp Porn
>
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 71
Bud Light Videos Shared on Blogs
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 72
Bud Light Videos Shared on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 73
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Title Username Views
Bud Light Super Bowl Commercial Too Racy for TV 1togrowon 3276358
Bud Light Super Bowl Commercial Too Controversial for TV 1togrowon 3108084
Best Budlight Commercial Ever ndash Beer amp Porn perrycomo92882 1133713
Bud Light ldquoCut The Cheeserdquo secret TV spot not on Super Bowl razzledog 737928
TOTAL 15654689
Source YouTube April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 74
Alcohol Brands on Twitter
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 75
Tweets Driving Purchase Intent
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 76
Tweets Driving Traffic to Other Social Media Content
Last month Tennessee-based distillery Jack Danielrsquos 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
Marjorie Dufek interactive marketing director at Brown Forman said Twitter reported ldquosignificantly higher than averagerdquo engagement rates for the campaign as well as greater use of the brand name within tweets than its advertisers usually experience
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
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
Marshall J (2011 May 3) Jack Danielrsquos Is First Spirits Brand to Buy Twitter Ads ClickZ Retrieved from httpwwwclickzcomclickznews2046786jack-daniels-spirits-brand-twitter-ads
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 77
ldquoThe advantage for us is that people see Jack Danielrsquos as a friend itrsquos a very social brand by nature We have an unprecedented opportunity to have real conversations with our consumers via social mediardquo
Marjorie Dufek Brown Forman
Jack Daniels Is First Spirits Brand to Buy
Twitter Ads
Paid Advertising on Twitter
Photo Credit ndash Fan Photo on Jack Daniels Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 78
Direct Impressions Generated by Alcohol Brands on Twitter
of Tweets Following Followers Estimated Impressions
Pabst Blue Ribbon 4543 349 1754 3984211
Smirnoff 2048 16631 15140 15503360
Stolichnaya 1590 1642 1857 1476315
HPNOTIQ 1460 1775 893 651890
Skyy Vodka 851 387 2057 875254
Bacardi 569 17985 20451 5818310
Bacon Vodka 436 2044 3577 779786
Dolce Touch Vodka 407 1512 1655 336793
Don Q Rum 353 1617 1322 233333
Absolut Vodka 288 327 1531 220464
TOTAL 12545 44179 48483 29879715
Based on linear follower growth
Source Twitter February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 79
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Hour
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 80
Smirnoff Photo Albums on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81
42888 Image Results for ldquoBud Lightrdquo on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 58
Peer Advertising = Social Proof
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 59
Thousands of User-Generated Alcohol Brand-Oriented Pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 60
Team Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 61
Team Bud Light Facebook Page (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 62
Thousands of User-Generated Alcohol Brand-Oriented Groups
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 63
Thousands of User-Generated Alcohol Brand-Oriented Events
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 64
YouTube Demographics
Heineken Aims Its Ads at Young Digital Devotees
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 ldquoOpen your worldrdquo made its way onto TV in about 30 countries three months later but not before being viewed frequently online
ldquoThe Daterdquo has a different cast from ldquoThe Entrancerdquo and the plots diverge The new spot is about a young man on a wild date and the previous one is about a young manrsquos show-stopping arrival at a wild party
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 ndash or in place of ndash traditional means
This is particularly true for a beer brand like Heineken Its intended target audience is men ages 18 or 21 (depending on a countryrsquos legal minimum drinking age) to 34hellipMaking that even more appropriate for Heineken is a goal to reach a subset of younger men who are ldquoworldly cosmopolitanrdquo Mr Nasard said who ldquoover-index in Internet usagerdquo
Elliott S (2011 May 25) Heineken Aims Its Ads at Young Digital Devotees The New York Times Retrieved from httpwwwnytimescom20110526businessmedia26adcohtml
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 65
Heineken Targets Youth Viewers on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 66
Alcohol Brand Channels on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 67
How Many People Are Visiting Alcohol Brand Channels
of Videos Channel Views Upload Views
Malibu Rum 43 13962 153114
Absolut Vodka 39 1299817 3757718
Grey Goose Vodka 33 44118 383600
Heineken USA 21 119931 381953
Bacardi Superior 14 250493 206017
Captain Morgan 13 575040 603057
Smirnoff 12 279708 456692
Bud Light 5 26665 2679065
TOTAL 180 2609734 8621216
Source YouTube February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 68
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaign
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 69
Absolut Vodka ndash Advertising as Content
This Pornrsquos for You Budweiserrsquos Racy Web Ad
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 theyre being lauded for it
Last year Budweisers 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
Luscombe B (2009 June 4) This Pornrsquos for You Budweiserrsquos Racy Web Ad Time Retrieved from httpwwwtimecomtimeartsarticle08599190242000html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 70
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Swear Jar
Best Budlight Commercial Ever ndash Beer amp Porn
>
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 71
Bud Light Videos Shared on Blogs
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 72
Bud Light Videos Shared on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 73
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Title Username Views
Bud Light Super Bowl Commercial Too Racy for TV 1togrowon 3276358
Bud Light Super Bowl Commercial Too Controversial for TV 1togrowon 3108084
Best Budlight Commercial Ever ndash Beer amp Porn perrycomo92882 1133713
Bud Light ldquoCut The Cheeserdquo secret TV spot not on Super Bowl razzledog 737928
TOTAL 15654689
Source YouTube April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 74
Alcohol Brands on Twitter
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 75
Tweets Driving Purchase Intent
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 76
Tweets Driving Traffic to Other Social Media Content
Last month Tennessee-based distillery Jack Danielrsquos 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
Marjorie Dufek interactive marketing director at Brown Forman said Twitter reported ldquosignificantly higher than averagerdquo engagement rates for the campaign as well as greater use of the brand name within tweets than its advertisers usually experience
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
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
Marshall J (2011 May 3) Jack Danielrsquos Is First Spirits Brand to Buy Twitter Ads ClickZ Retrieved from httpwwwclickzcomclickznews2046786jack-daniels-spirits-brand-twitter-ads
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 77
ldquoThe advantage for us is that people see Jack Danielrsquos as a friend itrsquos a very social brand by nature We have an unprecedented opportunity to have real conversations with our consumers via social mediardquo
Marjorie Dufek Brown Forman
Jack Daniels Is First Spirits Brand to Buy
Twitter Ads
Paid Advertising on Twitter
Photo Credit ndash Fan Photo on Jack Daniels Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 78
Direct Impressions Generated by Alcohol Brands on Twitter
of Tweets Following Followers Estimated Impressions
Pabst Blue Ribbon 4543 349 1754 3984211
Smirnoff 2048 16631 15140 15503360
Stolichnaya 1590 1642 1857 1476315
HPNOTIQ 1460 1775 893 651890
Skyy Vodka 851 387 2057 875254
Bacardi 569 17985 20451 5818310
Bacon Vodka 436 2044 3577 779786
Dolce Touch Vodka 407 1512 1655 336793
Don Q Rum 353 1617 1322 233333
Absolut Vodka 288 327 1531 220464
TOTAL 12545 44179 48483 29879715
Based on linear follower growth
Source Twitter February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 79
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Hour
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 80
Smirnoff Photo Albums on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81
42888 Image Results for ldquoBud Lightrdquo on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 58
Peer Advertising = Social Proof
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 59
Thousands of User-Generated Alcohol Brand-Oriented Pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 60
Team Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 61
Team Bud Light Facebook Page (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 62
Thousands of User-Generated Alcohol Brand-Oriented Groups
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 63
Thousands of User-Generated Alcohol Brand-Oriented Events
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 64
YouTube Demographics
Heineken Aims Its Ads at Young Digital Devotees
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 ldquoOpen your worldrdquo made its way onto TV in about 30 countries three months later but not before being viewed frequently online
ldquoThe Daterdquo has a different cast from ldquoThe Entrancerdquo and the plots diverge The new spot is about a young man on a wild date and the previous one is about a young manrsquos show-stopping arrival at a wild party
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 ndash or in place of ndash traditional means
This is particularly true for a beer brand like Heineken Its intended target audience is men ages 18 or 21 (depending on a countryrsquos legal minimum drinking age) to 34hellipMaking that even more appropriate for Heineken is a goal to reach a subset of younger men who are ldquoworldly cosmopolitanrdquo Mr Nasard said who ldquoover-index in Internet usagerdquo
Elliott S (2011 May 25) Heineken Aims Its Ads at Young Digital Devotees The New York Times Retrieved from httpwwwnytimescom20110526businessmedia26adcohtml
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 65
Heineken Targets Youth Viewers on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 66
Alcohol Brand Channels on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 67
How Many People Are Visiting Alcohol Brand Channels
of Videos Channel Views Upload Views
Malibu Rum 43 13962 153114
Absolut Vodka 39 1299817 3757718
Grey Goose Vodka 33 44118 383600
Heineken USA 21 119931 381953
Bacardi Superior 14 250493 206017
Captain Morgan 13 575040 603057
Smirnoff 12 279708 456692
Bud Light 5 26665 2679065
TOTAL 180 2609734 8621216
Source YouTube February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 68
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaign
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 69
Absolut Vodka ndash Advertising as Content
This Pornrsquos for You Budweiserrsquos Racy Web Ad
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 theyre being lauded for it
Last year Budweisers 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
Luscombe B (2009 June 4) This Pornrsquos for You Budweiserrsquos Racy Web Ad Time Retrieved from httpwwwtimecomtimeartsarticle08599190242000html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 70
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Swear Jar
Best Budlight Commercial Ever ndash Beer amp Porn
>
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 71
Bud Light Videos Shared on Blogs
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 72
Bud Light Videos Shared on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 73
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Title Username Views
Bud Light Super Bowl Commercial Too Racy for TV 1togrowon 3276358
Bud Light Super Bowl Commercial Too Controversial for TV 1togrowon 3108084
Best Budlight Commercial Ever ndash Beer amp Porn perrycomo92882 1133713
Bud Light ldquoCut The Cheeserdquo secret TV spot not on Super Bowl razzledog 737928
TOTAL 15654689
Source YouTube April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 74
Alcohol Brands on Twitter
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 75
Tweets Driving Purchase Intent
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 76
Tweets Driving Traffic to Other Social Media Content
Last month Tennessee-based distillery Jack Danielrsquos 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
Marjorie Dufek interactive marketing director at Brown Forman said Twitter reported ldquosignificantly higher than averagerdquo engagement rates for the campaign as well as greater use of the brand name within tweets than its advertisers usually experience
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
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
Marshall J (2011 May 3) Jack Danielrsquos Is First Spirits Brand to Buy Twitter Ads ClickZ Retrieved from httpwwwclickzcomclickznews2046786jack-daniels-spirits-brand-twitter-ads
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 77
ldquoThe advantage for us is that people see Jack Danielrsquos as a friend itrsquos a very social brand by nature We have an unprecedented opportunity to have real conversations with our consumers via social mediardquo
Marjorie Dufek Brown Forman
Jack Daniels Is First Spirits Brand to Buy
Twitter Ads
Paid Advertising on Twitter
Photo Credit ndash Fan Photo on Jack Daniels Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 78
Direct Impressions Generated by Alcohol Brands on Twitter
of Tweets Following Followers Estimated Impressions
Pabst Blue Ribbon 4543 349 1754 3984211
Smirnoff 2048 16631 15140 15503360
Stolichnaya 1590 1642 1857 1476315
HPNOTIQ 1460 1775 893 651890
Skyy Vodka 851 387 2057 875254
Bacardi 569 17985 20451 5818310
Bacon Vodka 436 2044 3577 779786
Dolce Touch Vodka 407 1512 1655 336793
Don Q Rum 353 1617 1322 233333
Absolut Vodka 288 327 1531 220464
TOTAL 12545 44179 48483 29879715
Based on linear follower growth
Source Twitter February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 79
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Hour
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 80
Smirnoff Photo Albums on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81
42888 Image Results for ldquoBud Lightrdquo on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 58
Peer Advertising = Social Proof
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 59
Thousands of User-Generated Alcohol Brand-Oriented Pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 60
Team Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 61
Team Bud Light Facebook Page (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 62
Thousands of User-Generated Alcohol Brand-Oriented Groups
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 63
Thousands of User-Generated Alcohol Brand-Oriented Events
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 64
YouTube Demographics
Heineken Aims Its Ads at Young Digital Devotees
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 ldquoOpen your worldrdquo made its way onto TV in about 30 countries three months later but not before being viewed frequently online
ldquoThe Daterdquo has a different cast from ldquoThe Entrancerdquo and the plots diverge The new spot is about a young man on a wild date and the previous one is about a young manrsquos show-stopping arrival at a wild party
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 ndash or in place of ndash traditional means
This is particularly true for a beer brand like Heineken Its intended target audience is men ages 18 or 21 (depending on a countryrsquos legal minimum drinking age) to 34hellipMaking that even more appropriate for Heineken is a goal to reach a subset of younger men who are ldquoworldly cosmopolitanrdquo Mr Nasard said who ldquoover-index in Internet usagerdquo
Elliott S (2011 May 25) Heineken Aims Its Ads at Young Digital Devotees The New York Times Retrieved from httpwwwnytimescom20110526businessmedia26adcohtml
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 65
Heineken Targets Youth Viewers on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 66
Alcohol Brand Channels on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 67
How Many People Are Visiting Alcohol Brand Channels
of Videos Channel Views Upload Views
Malibu Rum 43 13962 153114
Absolut Vodka 39 1299817 3757718
Grey Goose Vodka 33 44118 383600
Heineken USA 21 119931 381953
Bacardi Superior 14 250493 206017
Captain Morgan 13 575040 603057
Smirnoff 12 279708 456692
Bud Light 5 26665 2679065
TOTAL 180 2609734 8621216
Source YouTube February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 68
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaign
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 69
Absolut Vodka ndash Advertising as Content
This Pornrsquos for You Budweiserrsquos Racy Web Ad
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 theyre being lauded for it
Last year Budweisers 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
Luscombe B (2009 June 4) This Pornrsquos for You Budweiserrsquos Racy Web Ad Time Retrieved from httpwwwtimecomtimeartsarticle08599190242000html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 70
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Swear Jar
Best Budlight Commercial Ever ndash Beer amp Porn
>
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 71
Bud Light Videos Shared on Blogs
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 72
Bud Light Videos Shared on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 73
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Title Username Views
Bud Light Super Bowl Commercial Too Racy for TV 1togrowon 3276358
Bud Light Super Bowl Commercial Too Controversial for TV 1togrowon 3108084
Best Budlight Commercial Ever ndash Beer amp Porn perrycomo92882 1133713
Bud Light ldquoCut The Cheeserdquo secret TV spot not on Super Bowl razzledog 737928
TOTAL 15654689
Source YouTube April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 74
Alcohol Brands on Twitter
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 75
Tweets Driving Purchase Intent
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 76
Tweets Driving Traffic to Other Social Media Content
Last month Tennessee-based distillery Jack Danielrsquos 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
Marjorie Dufek interactive marketing director at Brown Forman said Twitter reported ldquosignificantly higher than averagerdquo engagement rates for the campaign as well as greater use of the brand name within tweets than its advertisers usually experience
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
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
Marshall J (2011 May 3) Jack Danielrsquos Is First Spirits Brand to Buy Twitter Ads ClickZ Retrieved from httpwwwclickzcomclickznews2046786jack-daniels-spirits-brand-twitter-ads
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 77
ldquoThe advantage for us is that people see Jack Danielrsquos as a friend itrsquos a very social brand by nature We have an unprecedented opportunity to have real conversations with our consumers via social mediardquo
Marjorie Dufek Brown Forman
Jack Daniels Is First Spirits Brand to Buy
Twitter Ads
Paid Advertising on Twitter
Photo Credit ndash Fan Photo on Jack Daniels Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 78
Direct Impressions Generated by Alcohol Brands on Twitter
of Tweets Following Followers Estimated Impressions
Pabst Blue Ribbon 4543 349 1754 3984211
Smirnoff 2048 16631 15140 15503360
Stolichnaya 1590 1642 1857 1476315
HPNOTIQ 1460 1775 893 651890
Skyy Vodka 851 387 2057 875254
Bacardi 569 17985 20451 5818310
Bacon Vodka 436 2044 3577 779786
Dolce Touch Vodka 407 1512 1655 336793
Don Q Rum 353 1617 1322 233333
Absolut Vodka 288 327 1531 220464
TOTAL 12545 44179 48483 29879715
Based on linear follower growth
Source Twitter February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 79
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Hour
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 80
Smirnoff Photo Albums on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81
42888 Image Results for ldquoBud Lightrdquo on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 58
Peer Advertising = Social Proof
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 59
Thousands of User-Generated Alcohol Brand-Oriented Pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 60
Team Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 61
Team Bud Light Facebook Page (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 62
Thousands of User-Generated Alcohol Brand-Oriented Groups
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 63
Thousands of User-Generated Alcohol Brand-Oriented Events
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 64
YouTube Demographics
Heineken Aims Its Ads at Young Digital Devotees
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 ldquoOpen your worldrdquo made its way onto TV in about 30 countries three months later but not before being viewed frequently online
ldquoThe Daterdquo has a different cast from ldquoThe Entrancerdquo and the plots diverge The new spot is about a young man on a wild date and the previous one is about a young manrsquos show-stopping arrival at a wild party
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 ndash or in place of ndash traditional means
This is particularly true for a beer brand like Heineken Its intended target audience is men ages 18 or 21 (depending on a countryrsquos legal minimum drinking age) to 34hellipMaking that even more appropriate for Heineken is a goal to reach a subset of younger men who are ldquoworldly cosmopolitanrdquo Mr Nasard said who ldquoover-index in Internet usagerdquo
Elliott S (2011 May 25) Heineken Aims Its Ads at Young Digital Devotees The New York Times Retrieved from httpwwwnytimescom20110526businessmedia26adcohtml
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 65
Heineken Targets Youth Viewers on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 66
Alcohol Brand Channels on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 67
How Many People Are Visiting Alcohol Brand Channels
of Videos Channel Views Upload Views
Malibu Rum 43 13962 153114
Absolut Vodka 39 1299817 3757718
Grey Goose Vodka 33 44118 383600
Heineken USA 21 119931 381953
Bacardi Superior 14 250493 206017
Captain Morgan 13 575040 603057
Smirnoff 12 279708 456692
Bud Light 5 26665 2679065
TOTAL 180 2609734 8621216
Source YouTube February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 68
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaign
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 69
Absolut Vodka ndash Advertising as Content
This Pornrsquos for You Budweiserrsquos Racy Web Ad
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 theyre being lauded for it
Last year Budweisers 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
Luscombe B (2009 June 4) This Pornrsquos for You Budweiserrsquos Racy Web Ad Time Retrieved from httpwwwtimecomtimeartsarticle08599190242000html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 70
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Swear Jar
Best Budlight Commercial Ever ndash Beer amp Porn
>
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 71
Bud Light Videos Shared on Blogs
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 72
Bud Light Videos Shared on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 73
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Title Username Views
Bud Light Super Bowl Commercial Too Racy for TV 1togrowon 3276358
Bud Light Super Bowl Commercial Too Controversial for TV 1togrowon 3108084
Best Budlight Commercial Ever ndash Beer amp Porn perrycomo92882 1133713
Bud Light ldquoCut The Cheeserdquo secret TV spot not on Super Bowl razzledog 737928
TOTAL 15654689
Source YouTube April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 74
Alcohol Brands on Twitter
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 75
Tweets Driving Purchase Intent
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 76
Tweets Driving Traffic to Other Social Media Content
Last month Tennessee-based distillery Jack Danielrsquos 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
Marjorie Dufek interactive marketing director at Brown Forman said Twitter reported ldquosignificantly higher than averagerdquo engagement rates for the campaign as well as greater use of the brand name within tweets than its advertisers usually experience
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
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
Marshall J (2011 May 3) Jack Danielrsquos Is First Spirits Brand to Buy Twitter Ads ClickZ Retrieved from httpwwwclickzcomclickznews2046786jack-daniels-spirits-brand-twitter-ads
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 77
ldquoThe advantage for us is that people see Jack Danielrsquos as a friend itrsquos a very social brand by nature We have an unprecedented opportunity to have real conversations with our consumers via social mediardquo
Marjorie Dufek Brown Forman
Jack Daniels Is First Spirits Brand to Buy
Twitter Ads
Paid Advertising on Twitter
Photo Credit ndash Fan Photo on Jack Daniels Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 78
Direct Impressions Generated by Alcohol Brands on Twitter
of Tweets Following Followers Estimated Impressions
Pabst Blue Ribbon 4543 349 1754 3984211
Smirnoff 2048 16631 15140 15503360
Stolichnaya 1590 1642 1857 1476315
HPNOTIQ 1460 1775 893 651890
Skyy Vodka 851 387 2057 875254
Bacardi 569 17985 20451 5818310
Bacon Vodka 436 2044 3577 779786
Dolce Touch Vodka 407 1512 1655 336793
Don Q Rum 353 1617 1322 233333
Absolut Vodka 288 327 1531 220464
TOTAL 12545 44179 48483 29879715
Based on linear follower growth
Source Twitter February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 79
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Hour
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 80
Smirnoff Photo Albums on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81
42888 Image Results for ldquoBud Lightrdquo on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 58
Peer Advertising = Social Proof
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 59
Thousands of User-Generated Alcohol Brand-Oriented Pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 60
Team Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 61
Team Bud Light Facebook Page (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 62
Thousands of User-Generated Alcohol Brand-Oriented Groups
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 63
Thousands of User-Generated Alcohol Brand-Oriented Events
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 64
YouTube Demographics
Heineken Aims Its Ads at Young Digital Devotees
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 ldquoOpen your worldrdquo made its way onto TV in about 30 countries three months later but not before being viewed frequently online
ldquoThe Daterdquo has a different cast from ldquoThe Entrancerdquo and the plots diverge The new spot is about a young man on a wild date and the previous one is about a young manrsquos show-stopping arrival at a wild party
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 ndash or in place of ndash traditional means
This is particularly true for a beer brand like Heineken Its intended target audience is men ages 18 or 21 (depending on a countryrsquos legal minimum drinking age) to 34hellipMaking that even more appropriate for Heineken is a goal to reach a subset of younger men who are ldquoworldly cosmopolitanrdquo Mr Nasard said who ldquoover-index in Internet usagerdquo
Elliott S (2011 May 25) Heineken Aims Its Ads at Young Digital Devotees The New York Times Retrieved from httpwwwnytimescom20110526businessmedia26adcohtml
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 65
Heineken Targets Youth Viewers on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 66
Alcohol Brand Channels on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 67
How Many People Are Visiting Alcohol Brand Channels
of Videos Channel Views Upload Views
Malibu Rum 43 13962 153114
Absolut Vodka 39 1299817 3757718
Grey Goose Vodka 33 44118 383600
Heineken USA 21 119931 381953
Bacardi Superior 14 250493 206017
Captain Morgan 13 575040 603057
Smirnoff 12 279708 456692
Bud Light 5 26665 2679065
TOTAL 180 2609734 8621216
Source YouTube February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 68
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaign
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 69
Absolut Vodka ndash Advertising as Content
This Pornrsquos for You Budweiserrsquos Racy Web Ad
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 theyre being lauded for it
Last year Budweisers 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
Luscombe B (2009 June 4) This Pornrsquos for You Budweiserrsquos Racy Web Ad Time Retrieved from httpwwwtimecomtimeartsarticle08599190242000html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 70
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Swear Jar
Best Budlight Commercial Ever ndash Beer amp Porn
>
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 71
Bud Light Videos Shared on Blogs
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 72
Bud Light Videos Shared on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 73
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Title Username Views
Bud Light Super Bowl Commercial Too Racy for TV 1togrowon 3276358
Bud Light Super Bowl Commercial Too Controversial for TV 1togrowon 3108084
Best Budlight Commercial Ever ndash Beer amp Porn perrycomo92882 1133713
Bud Light ldquoCut The Cheeserdquo secret TV spot not on Super Bowl razzledog 737928
TOTAL 15654689
Source YouTube April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 74
Alcohol Brands on Twitter
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 75
Tweets Driving Purchase Intent
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 76
Tweets Driving Traffic to Other Social Media Content
Last month Tennessee-based distillery Jack Danielrsquos 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
Marjorie Dufek interactive marketing director at Brown Forman said Twitter reported ldquosignificantly higher than averagerdquo engagement rates for the campaign as well as greater use of the brand name within tweets than its advertisers usually experience
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
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
Marshall J (2011 May 3) Jack Danielrsquos Is First Spirits Brand to Buy Twitter Ads ClickZ Retrieved from httpwwwclickzcomclickznews2046786jack-daniels-spirits-brand-twitter-ads
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 77
ldquoThe advantage for us is that people see Jack Danielrsquos as a friend itrsquos a very social brand by nature We have an unprecedented opportunity to have real conversations with our consumers via social mediardquo
Marjorie Dufek Brown Forman
Jack Daniels Is First Spirits Brand to Buy
Twitter Ads
Paid Advertising on Twitter
Photo Credit ndash Fan Photo on Jack Daniels Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 78
Direct Impressions Generated by Alcohol Brands on Twitter
of Tweets Following Followers Estimated Impressions
Pabst Blue Ribbon 4543 349 1754 3984211
Smirnoff 2048 16631 15140 15503360
Stolichnaya 1590 1642 1857 1476315
HPNOTIQ 1460 1775 893 651890
Skyy Vodka 851 387 2057 875254
Bacardi 569 17985 20451 5818310
Bacon Vodka 436 2044 3577 779786
Dolce Touch Vodka 407 1512 1655 336793
Don Q Rum 353 1617 1322 233333
Absolut Vodka 288 327 1531 220464
TOTAL 12545 44179 48483 29879715
Based on linear follower growth
Source Twitter February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 79
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Hour
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 80
Smirnoff Photo Albums on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81
42888 Image Results for ldquoBud Lightrdquo on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 58
Peer Advertising = Social Proof
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 59
Thousands of User-Generated Alcohol Brand-Oriented Pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 60
Team Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 61
Team Bud Light Facebook Page (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 62
Thousands of User-Generated Alcohol Brand-Oriented Groups
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 63
Thousands of User-Generated Alcohol Brand-Oriented Events
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 64
YouTube Demographics
Heineken Aims Its Ads at Young Digital Devotees
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 ldquoOpen your worldrdquo made its way onto TV in about 30 countries three months later but not before being viewed frequently online
ldquoThe Daterdquo has a different cast from ldquoThe Entrancerdquo and the plots diverge The new spot is about a young man on a wild date and the previous one is about a young manrsquos show-stopping arrival at a wild party
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 ndash or in place of ndash traditional means
This is particularly true for a beer brand like Heineken Its intended target audience is men ages 18 or 21 (depending on a countryrsquos legal minimum drinking age) to 34hellipMaking that even more appropriate for Heineken is a goal to reach a subset of younger men who are ldquoworldly cosmopolitanrdquo Mr Nasard said who ldquoover-index in Internet usagerdquo
Elliott S (2011 May 25) Heineken Aims Its Ads at Young Digital Devotees The New York Times Retrieved from httpwwwnytimescom20110526businessmedia26adcohtml
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 65
Heineken Targets Youth Viewers on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 66
Alcohol Brand Channels on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 67
How Many People Are Visiting Alcohol Brand Channels
of Videos Channel Views Upload Views
Malibu Rum 43 13962 153114
Absolut Vodka 39 1299817 3757718
Grey Goose Vodka 33 44118 383600
Heineken USA 21 119931 381953
Bacardi Superior 14 250493 206017
Captain Morgan 13 575040 603057
Smirnoff 12 279708 456692
Bud Light 5 26665 2679065
TOTAL 180 2609734 8621216
Source YouTube February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 68
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaign
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 69
Absolut Vodka ndash Advertising as Content
This Pornrsquos for You Budweiserrsquos Racy Web Ad
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 theyre being lauded for it
Last year Budweisers 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
Luscombe B (2009 June 4) This Pornrsquos for You Budweiserrsquos Racy Web Ad Time Retrieved from httpwwwtimecomtimeartsarticle08599190242000html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 70
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Swear Jar
Best Budlight Commercial Ever ndash Beer amp Porn
>
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 71
Bud Light Videos Shared on Blogs
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 72
Bud Light Videos Shared on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 73
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Title Username Views
Bud Light Super Bowl Commercial Too Racy for TV 1togrowon 3276358
Bud Light Super Bowl Commercial Too Controversial for TV 1togrowon 3108084
Best Budlight Commercial Ever ndash Beer amp Porn perrycomo92882 1133713
Bud Light ldquoCut The Cheeserdquo secret TV spot not on Super Bowl razzledog 737928
TOTAL 15654689
Source YouTube April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 74
Alcohol Brands on Twitter
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 75
Tweets Driving Purchase Intent
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 76
Tweets Driving Traffic to Other Social Media Content
Last month Tennessee-based distillery Jack Danielrsquos 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
Marjorie Dufek interactive marketing director at Brown Forman said Twitter reported ldquosignificantly higher than averagerdquo engagement rates for the campaign as well as greater use of the brand name within tweets than its advertisers usually experience
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
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
Marshall J (2011 May 3) Jack Danielrsquos Is First Spirits Brand to Buy Twitter Ads ClickZ Retrieved from httpwwwclickzcomclickznews2046786jack-daniels-spirits-brand-twitter-ads
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 77
ldquoThe advantage for us is that people see Jack Danielrsquos as a friend itrsquos a very social brand by nature We have an unprecedented opportunity to have real conversations with our consumers via social mediardquo
Marjorie Dufek Brown Forman
Jack Daniels Is First Spirits Brand to Buy
Twitter Ads
Paid Advertising on Twitter
Photo Credit ndash Fan Photo on Jack Daniels Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 78
Direct Impressions Generated by Alcohol Brands on Twitter
of Tweets Following Followers Estimated Impressions
Pabst Blue Ribbon 4543 349 1754 3984211
Smirnoff 2048 16631 15140 15503360
Stolichnaya 1590 1642 1857 1476315
HPNOTIQ 1460 1775 893 651890
Skyy Vodka 851 387 2057 875254
Bacardi 569 17985 20451 5818310
Bacon Vodka 436 2044 3577 779786
Dolce Touch Vodka 407 1512 1655 336793
Don Q Rum 353 1617 1322 233333
Absolut Vodka 288 327 1531 220464
TOTAL 12545 44179 48483 29879715
Based on linear follower growth
Source Twitter February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 79
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Hour
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 80
Smirnoff Photo Albums on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81
42888 Image Results for ldquoBud Lightrdquo on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 58
Peer Advertising = Social Proof
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 59
Thousands of User-Generated Alcohol Brand-Oriented Pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 60
Team Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 61
Team Bud Light Facebook Page (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 62
Thousands of User-Generated Alcohol Brand-Oriented Groups
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 63
Thousands of User-Generated Alcohol Brand-Oriented Events
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 64
YouTube Demographics
Heineken Aims Its Ads at Young Digital Devotees
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 ldquoOpen your worldrdquo made its way onto TV in about 30 countries three months later but not before being viewed frequently online
ldquoThe Daterdquo has a different cast from ldquoThe Entrancerdquo and the plots diverge The new spot is about a young man on a wild date and the previous one is about a young manrsquos show-stopping arrival at a wild party
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 ndash or in place of ndash traditional means
This is particularly true for a beer brand like Heineken Its intended target audience is men ages 18 or 21 (depending on a countryrsquos legal minimum drinking age) to 34hellipMaking that even more appropriate for Heineken is a goal to reach a subset of younger men who are ldquoworldly cosmopolitanrdquo Mr Nasard said who ldquoover-index in Internet usagerdquo
Elliott S (2011 May 25) Heineken Aims Its Ads at Young Digital Devotees The New York Times Retrieved from httpwwwnytimescom20110526businessmedia26adcohtml
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 65
Heineken Targets Youth Viewers on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 66
Alcohol Brand Channels on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 67
How Many People Are Visiting Alcohol Brand Channels
of Videos Channel Views Upload Views
Malibu Rum 43 13962 153114
Absolut Vodka 39 1299817 3757718
Grey Goose Vodka 33 44118 383600
Heineken USA 21 119931 381953
Bacardi Superior 14 250493 206017
Captain Morgan 13 575040 603057
Smirnoff 12 279708 456692
Bud Light 5 26665 2679065
TOTAL 180 2609734 8621216
Source YouTube February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 68
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaign
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 69
Absolut Vodka ndash Advertising as Content
This Pornrsquos for You Budweiserrsquos Racy Web Ad
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 theyre being lauded for it
Last year Budweisers 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
Luscombe B (2009 June 4) This Pornrsquos for You Budweiserrsquos Racy Web Ad Time Retrieved from httpwwwtimecomtimeartsarticle08599190242000html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 70
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Swear Jar
Best Budlight Commercial Ever ndash Beer amp Porn
>
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 71
Bud Light Videos Shared on Blogs
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 72
Bud Light Videos Shared on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 73
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Title Username Views
Bud Light Super Bowl Commercial Too Racy for TV 1togrowon 3276358
Bud Light Super Bowl Commercial Too Controversial for TV 1togrowon 3108084
Best Budlight Commercial Ever ndash Beer amp Porn perrycomo92882 1133713
Bud Light ldquoCut The Cheeserdquo secret TV spot not on Super Bowl razzledog 737928
TOTAL 15654689
Source YouTube April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 74
Alcohol Brands on Twitter
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 75
Tweets Driving Purchase Intent
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 76
Tweets Driving Traffic to Other Social Media Content
Last month Tennessee-based distillery Jack Danielrsquos 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
Marjorie Dufek interactive marketing director at Brown Forman said Twitter reported ldquosignificantly higher than averagerdquo engagement rates for the campaign as well as greater use of the brand name within tweets than its advertisers usually experience
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
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
Marshall J (2011 May 3) Jack Danielrsquos Is First Spirits Brand to Buy Twitter Ads ClickZ Retrieved from httpwwwclickzcomclickznews2046786jack-daniels-spirits-brand-twitter-ads
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 77
ldquoThe advantage for us is that people see Jack Danielrsquos as a friend itrsquos a very social brand by nature We have an unprecedented opportunity to have real conversations with our consumers via social mediardquo
Marjorie Dufek Brown Forman
Jack Daniels Is First Spirits Brand to Buy
Twitter Ads
Paid Advertising on Twitter
Photo Credit ndash Fan Photo on Jack Daniels Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 78
Direct Impressions Generated by Alcohol Brands on Twitter
of Tweets Following Followers Estimated Impressions
Pabst Blue Ribbon 4543 349 1754 3984211
Smirnoff 2048 16631 15140 15503360
Stolichnaya 1590 1642 1857 1476315
HPNOTIQ 1460 1775 893 651890
Skyy Vodka 851 387 2057 875254
Bacardi 569 17985 20451 5818310
Bacon Vodka 436 2044 3577 779786
Dolce Touch Vodka 407 1512 1655 336793
Don Q Rum 353 1617 1322 233333
Absolut Vodka 288 327 1531 220464
TOTAL 12545 44179 48483 29879715
Based on linear follower growth
Source Twitter February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 79
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Hour
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 80
Smirnoff Photo Albums on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81
42888 Image Results for ldquoBud Lightrdquo on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 58
Peer Advertising = Social Proof
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 59
Thousands of User-Generated Alcohol Brand-Oriented Pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 60
Team Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 61
Team Bud Light Facebook Page (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 62
Thousands of User-Generated Alcohol Brand-Oriented Groups
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 63
Thousands of User-Generated Alcohol Brand-Oriented Events
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 64
YouTube Demographics
Heineken Aims Its Ads at Young Digital Devotees
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 ldquoOpen your worldrdquo made its way onto TV in about 30 countries three months later but not before being viewed frequently online
ldquoThe Daterdquo has a different cast from ldquoThe Entrancerdquo and the plots diverge The new spot is about a young man on a wild date and the previous one is about a young manrsquos show-stopping arrival at a wild party
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 ndash or in place of ndash traditional means
This is particularly true for a beer brand like Heineken Its intended target audience is men ages 18 or 21 (depending on a countryrsquos legal minimum drinking age) to 34hellipMaking that even more appropriate for Heineken is a goal to reach a subset of younger men who are ldquoworldly cosmopolitanrdquo Mr Nasard said who ldquoover-index in Internet usagerdquo
Elliott S (2011 May 25) Heineken Aims Its Ads at Young Digital Devotees The New York Times Retrieved from httpwwwnytimescom20110526businessmedia26adcohtml
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 65
Heineken Targets Youth Viewers on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 66
Alcohol Brand Channels on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 67
How Many People Are Visiting Alcohol Brand Channels
of Videos Channel Views Upload Views
Malibu Rum 43 13962 153114
Absolut Vodka 39 1299817 3757718
Grey Goose Vodka 33 44118 383600
Heineken USA 21 119931 381953
Bacardi Superior 14 250493 206017
Captain Morgan 13 575040 603057
Smirnoff 12 279708 456692
Bud Light 5 26665 2679065
TOTAL 180 2609734 8621216
Source YouTube February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 68
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaign
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 69
Absolut Vodka ndash Advertising as Content
This Pornrsquos for You Budweiserrsquos Racy Web Ad
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 theyre being lauded for it
Last year Budweisers 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
Luscombe B (2009 June 4) This Pornrsquos for You Budweiserrsquos Racy Web Ad Time Retrieved from httpwwwtimecomtimeartsarticle08599190242000html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 70
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Swear Jar
Best Budlight Commercial Ever ndash Beer amp Porn
>
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 71
Bud Light Videos Shared on Blogs
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 72
Bud Light Videos Shared on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 73
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Title Username Views
Bud Light Super Bowl Commercial Too Racy for TV 1togrowon 3276358
Bud Light Super Bowl Commercial Too Controversial for TV 1togrowon 3108084
Best Budlight Commercial Ever ndash Beer amp Porn perrycomo92882 1133713
Bud Light ldquoCut The Cheeserdquo secret TV spot not on Super Bowl razzledog 737928
TOTAL 15654689
Source YouTube April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 74
Alcohol Brands on Twitter
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 75
Tweets Driving Purchase Intent
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 76
Tweets Driving Traffic to Other Social Media Content
Last month Tennessee-based distillery Jack Danielrsquos 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
Marjorie Dufek interactive marketing director at Brown Forman said Twitter reported ldquosignificantly higher than averagerdquo engagement rates for the campaign as well as greater use of the brand name within tweets than its advertisers usually experience
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
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
Marshall J (2011 May 3) Jack Danielrsquos Is First Spirits Brand to Buy Twitter Ads ClickZ Retrieved from httpwwwclickzcomclickznews2046786jack-daniels-spirits-brand-twitter-ads
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 77
ldquoThe advantage for us is that people see Jack Danielrsquos as a friend itrsquos a very social brand by nature We have an unprecedented opportunity to have real conversations with our consumers via social mediardquo
Marjorie Dufek Brown Forman
Jack Daniels Is First Spirits Brand to Buy
Twitter Ads
Paid Advertising on Twitter
Photo Credit ndash Fan Photo on Jack Daniels Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 78
Direct Impressions Generated by Alcohol Brands on Twitter
of Tweets Following Followers Estimated Impressions
Pabst Blue Ribbon 4543 349 1754 3984211
Smirnoff 2048 16631 15140 15503360
Stolichnaya 1590 1642 1857 1476315
HPNOTIQ 1460 1775 893 651890
Skyy Vodka 851 387 2057 875254
Bacardi 569 17985 20451 5818310
Bacon Vodka 436 2044 3577 779786
Dolce Touch Vodka 407 1512 1655 336793
Don Q Rum 353 1617 1322 233333
Absolut Vodka 288 327 1531 220464
TOTAL 12545 44179 48483 29879715
Based on linear follower growth
Source Twitter February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 79
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Hour
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 80
Smirnoff Photo Albums on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81
42888 Image Results for ldquoBud Lightrdquo on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 58
Peer Advertising = Social Proof
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 59
Thousands of User-Generated Alcohol Brand-Oriented Pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 60
Team Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 61
Team Bud Light Facebook Page (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 62
Thousands of User-Generated Alcohol Brand-Oriented Groups
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 63
Thousands of User-Generated Alcohol Brand-Oriented Events
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 64
YouTube Demographics
Heineken Aims Its Ads at Young Digital Devotees
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 ldquoOpen your worldrdquo made its way onto TV in about 30 countries three months later but not before being viewed frequently online
ldquoThe Daterdquo has a different cast from ldquoThe Entrancerdquo and the plots diverge The new spot is about a young man on a wild date and the previous one is about a young manrsquos show-stopping arrival at a wild party
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 ndash or in place of ndash traditional means
This is particularly true for a beer brand like Heineken Its intended target audience is men ages 18 or 21 (depending on a countryrsquos legal minimum drinking age) to 34hellipMaking that even more appropriate for Heineken is a goal to reach a subset of younger men who are ldquoworldly cosmopolitanrdquo Mr Nasard said who ldquoover-index in Internet usagerdquo
Elliott S (2011 May 25) Heineken Aims Its Ads at Young Digital Devotees The New York Times Retrieved from httpwwwnytimescom20110526businessmedia26adcohtml
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 65
Heineken Targets Youth Viewers on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 66
Alcohol Brand Channels on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 67
How Many People Are Visiting Alcohol Brand Channels
of Videos Channel Views Upload Views
Malibu Rum 43 13962 153114
Absolut Vodka 39 1299817 3757718
Grey Goose Vodka 33 44118 383600
Heineken USA 21 119931 381953
Bacardi Superior 14 250493 206017
Captain Morgan 13 575040 603057
Smirnoff 12 279708 456692
Bud Light 5 26665 2679065
TOTAL 180 2609734 8621216
Source YouTube February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 68
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaign
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 69
Absolut Vodka ndash Advertising as Content
This Pornrsquos for You Budweiserrsquos Racy Web Ad
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 theyre being lauded for it
Last year Budweisers 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
Luscombe B (2009 June 4) This Pornrsquos for You Budweiserrsquos Racy Web Ad Time Retrieved from httpwwwtimecomtimeartsarticle08599190242000html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 70
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Swear Jar
Best Budlight Commercial Ever ndash Beer amp Porn
>
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 71
Bud Light Videos Shared on Blogs
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 72
Bud Light Videos Shared on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 73
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Title Username Views
Bud Light Super Bowl Commercial Too Racy for TV 1togrowon 3276358
Bud Light Super Bowl Commercial Too Controversial for TV 1togrowon 3108084
Best Budlight Commercial Ever ndash Beer amp Porn perrycomo92882 1133713
Bud Light ldquoCut The Cheeserdquo secret TV spot not on Super Bowl razzledog 737928
TOTAL 15654689
Source YouTube April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 74
Alcohol Brands on Twitter
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 75
Tweets Driving Purchase Intent
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 76
Tweets Driving Traffic to Other Social Media Content
Last month Tennessee-based distillery Jack Danielrsquos 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
Marjorie Dufek interactive marketing director at Brown Forman said Twitter reported ldquosignificantly higher than averagerdquo engagement rates for the campaign as well as greater use of the brand name within tweets than its advertisers usually experience
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
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
Marshall J (2011 May 3) Jack Danielrsquos Is First Spirits Brand to Buy Twitter Ads ClickZ Retrieved from httpwwwclickzcomclickznews2046786jack-daniels-spirits-brand-twitter-ads
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 77
ldquoThe advantage for us is that people see Jack Danielrsquos as a friend itrsquos a very social brand by nature We have an unprecedented opportunity to have real conversations with our consumers via social mediardquo
Marjorie Dufek Brown Forman
Jack Daniels Is First Spirits Brand to Buy
Twitter Ads
Paid Advertising on Twitter
Photo Credit ndash Fan Photo on Jack Daniels Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 78
Direct Impressions Generated by Alcohol Brands on Twitter
of Tweets Following Followers Estimated Impressions
Pabst Blue Ribbon 4543 349 1754 3984211
Smirnoff 2048 16631 15140 15503360
Stolichnaya 1590 1642 1857 1476315
HPNOTIQ 1460 1775 893 651890
Skyy Vodka 851 387 2057 875254
Bacardi 569 17985 20451 5818310
Bacon Vodka 436 2044 3577 779786
Dolce Touch Vodka 407 1512 1655 336793
Don Q Rum 353 1617 1322 233333
Absolut Vodka 288 327 1531 220464
TOTAL 12545 44179 48483 29879715
Based on linear follower growth
Source Twitter February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 79
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Hour
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 80
Smirnoff Photo Albums on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81
42888 Image Results for ldquoBud Lightrdquo on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 58
Peer Advertising = Social Proof
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 59
Thousands of User-Generated Alcohol Brand-Oriented Pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 60
Team Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 61
Team Bud Light Facebook Page (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 62
Thousands of User-Generated Alcohol Brand-Oriented Groups
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 63
Thousands of User-Generated Alcohol Brand-Oriented Events
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 64
YouTube Demographics
Heineken Aims Its Ads at Young Digital Devotees
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 ldquoOpen your worldrdquo made its way onto TV in about 30 countries three months later but not before being viewed frequently online
ldquoThe Daterdquo has a different cast from ldquoThe Entrancerdquo and the plots diverge The new spot is about a young man on a wild date and the previous one is about a young manrsquos show-stopping arrival at a wild party
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 ndash or in place of ndash traditional means
This is particularly true for a beer brand like Heineken Its intended target audience is men ages 18 or 21 (depending on a countryrsquos legal minimum drinking age) to 34hellipMaking that even more appropriate for Heineken is a goal to reach a subset of younger men who are ldquoworldly cosmopolitanrdquo Mr Nasard said who ldquoover-index in Internet usagerdquo
Elliott S (2011 May 25) Heineken Aims Its Ads at Young Digital Devotees The New York Times Retrieved from httpwwwnytimescom20110526businessmedia26adcohtml
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 65
Heineken Targets Youth Viewers on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 66
Alcohol Brand Channels on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 67
How Many People Are Visiting Alcohol Brand Channels
of Videos Channel Views Upload Views
Malibu Rum 43 13962 153114
Absolut Vodka 39 1299817 3757718
Grey Goose Vodka 33 44118 383600
Heineken USA 21 119931 381953
Bacardi Superior 14 250493 206017
Captain Morgan 13 575040 603057
Smirnoff 12 279708 456692
Bud Light 5 26665 2679065
TOTAL 180 2609734 8621216
Source YouTube February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 68
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaign
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 69
Absolut Vodka ndash Advertising as Content
This Pornrsquos for You Budweiserrsquos Racy Web Ad
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 theyre being lauded for it
Last year Budweisers 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
Luscombe B (2009 June 4) This Pornrsquos for You Budweiserrsquos Racy Web Ad Time Retrieved from httpwwwtimecomtimeartsarticle08599190242000html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 70
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Swear Jar
Best Budlight Commercial Ever ndash Beer amp Porn
>
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 71
Bud Light Videos Shared on Blogs
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 72
Bud Light Videos Shared on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 73
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Title Username Views
Bud Light Super Bowl Commercial Too Racy for TV 1togrowon 3276358
Bud Light Super Bowl Commercial Too Controversial for TV 1togrowon 3108084
Best Budlight Commercial Ever ndash Beer amp Porn perrycomo92882 1133713
Bud Light ldquoCut The Cheeserdquo secret TV spot not on Super Bowl razzledog 737928
TOTAL 15654689
Source YouTube April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 74
Alcohol Brands on Twitter
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 75
Tweets Driving Purchase Intent
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 76
Tweets Driving Traffic to Other Social Media Content
Last month Tennessee-based distillery Jack Danielrsquos 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
Marjorie Dufek interactive marketing director at Brown Forman said Twitter reported ldquosignificantly higher than averagerdquo engagement rates for the campaign as well as greater use of the brand name within tweets than its advertisers usually experience
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
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
Marshall J (2011 May 3) Jack Danielrsquos Is First Spirits Brand to Buy Twitter Ads ClickZ Retrieved from httpwwwclickzcomclickznews2046786jack-daniels-spirits-brand-twitter-ads
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 77
ldquoThe advantage for us is that people see Jack Danielrsquos as a friend itrsquos a very social brand by nature We have an unprecedented opportunity to have real conversations with our consumers via social mediardquo
Marjorie Dufek Brown Forman
Jack Daniels Is First Spirits Brand to Buy
Twitter Ads
Paid Advertising on Twitter
Photo Credit ndash Fan Photo on Jack Daniels Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 78
Direct Impressions Generated by Alcohol Brands on Twitter
of Tweets Following Followers Estimated Impressions
Pabst Blue Ribbon 4543 349 1754 3984211
Smirnoff 2048 16631 15140 15503360
Stolichnaya 1590 1642 1857 1476315
HPNOTIQ 1460 1775 893 651890
Skyy Vodka 851 387 2057 875254
Bacardi 569 17985 20451 5818310
Bacon Vodka 436 2044 3577 779786
Dolce Touch Vodka 407 1512 1655 336793
Don Q Rum 353 1617 1322 233333
Absolut Vodka 288 327 1531 220464
TOTAL 12545 44179 48483 29879715
Based on linear follower growth
Source Twitter February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 79
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Hour
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 80
Smirnoff Photo Albums on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81
42888 Image Results for ldquoBud Lightrdquo on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 58
Peer Advertising = Social Proof
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 59
Thousands of User-Generated Alcohol Brand-Oriented Pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 60
Team Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 61
Team Bud Light Facebook Page (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 62
Thousands of User-Generated Alcohol Brand-Oriented Groups
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 63
Thousands of User-Generated Alcohol Brand-Oriented Events
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 64
YouTube Demographics
Heineken Aims Its Ads at Young Digital Devotees
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 ldquoOpen your worldrdquo made its way onto TV in about 30 countries three months later but not before being viewed frequently online
ldquoThe Daterdquo has a different cast from ldquoThe Entrancerdquo and the plots diverge The new spot is about a young man on a wild date and the previous one is about a young manrsquos show-stopping arrival at a wild party
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 ndash or in place of ndash traditional means
This is particularly true for a beer brand like Heineken Its intended target audience is men ages 18 or 21 (depending on a countryrsquos legal minimum drinking age) to 34hellipMaking that even more appropriate for Heineken is a goal to reach a subset of younger men who are ldquoworldly cosmopolitanrdquo Mr Nasard said who ldquoover-index in Internet usagerdquo
Elliott S (2011 May 25) Heineken Aims Its Ads at Young Digital Devotees The New York Times Retrieved from httpwwwnytimescom20110526businessmedia26adcohtml
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 65
Heineken Targets Youth Viewers on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 66
Alcohol Brand Channels on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 67
How Many People Are Visiting Alcohol Brand Channels
of Videos Channel Views Upload Views
Malibu Rum 43 13962 153114
Absolut Vodka 39 1299817 3757718
Grey Goose Vodka 33 44118 383600
Heineken USA 21 119931 381953
Bacardi Superior 14 250493 206017
Captain Morgan 13 575040 603057
Smirnoff 12 279708 456692
Bud Light 5 26665 2679065
TOTAL 180 2609734 8621216
Source YouTube February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 68
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaign
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 69
Absolut Vodka ndash Advertising as Content
This Pornrsquos for You Budweiserrsquos Racy Web Ad
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 theyre being lauded for it
Last year Budweisers 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
Luscombe B (2009 June 4) This Pornrsquos for You Budweiserrsquos Racy Web Ad Time Retrieved from httpwwwtimecomtimeartsarticle08599190242000html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 70
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Swear Jar
Best Budlight Commercial Ever ndash Beer amp Porn
>
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 71
Bud Light Videos Shared on Blogs
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 72
Bud Light Videos Shared on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 73
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Title Username Views
Bud Light Super Bowl Commercial Too Racy for TV 1togrowon 3276358
Bud Light Super Bowl Commercial Too Controversial for TV 1togrowon 3108084
Best Budlight Commercial Ever ndash Beer amp Porn perrycomo92882 1133713
Bud Light ldquoCut The Cheeserdquo secret TV spot not on Super Bowl razzledog 737928
TOTAL 15654689
Source YouTube April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 74
Alcohol Brands on Twitter
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 75
Tweets Driving Purchase Intent
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 76
Tweets Driving Traffic to Other Social Media Content
Last month Tennessee-based distillery Jack Danielrsquos 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
Marjorie Dufek interactive marketing director at Brown Forman said Twitter reported ldquosignificantly higher than averagerdquo engagement rates for the campaign as well as greater use of the brand name within tweets than its advertisers usually experience
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
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
Marshall J (2011 May 3) Jack Danielrsquos Is First Spirits Brand to Buy Twitter Ads ClickZ Retrieved from httpwwwclickzcomclickznews2046786jack-daniels-spirits-brand-twitter-ads
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 77
ldquoThe advantage for us is that people see Jack Danielrsquos as a friend itrsquos a very social brand by nature We have an unprecedented opportunity to have real conversations with our consumers via social mediardquo
Marjorie Dufek Brown Forman
Jack Daniels Is First Spirits Brand to Buy
Twitter Ads
Paid Advertising on Twitter
Photo Credit ndash Fan Photo on Jack Daniels Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 78
Direct Impressions Generated by Alcohol Brands on Twitter
of Tweets Following Followers Estimated Impressions
Pabst Blue Ribbon 4543 349 1754 3984211
Smirnoff 2048 16631 15140 15503360
Stolichnaya 1590 1642 1857 1476315
HPNOTIQ 1460 1775 893 651890
Skyy Vodka 851 387 2057 875254
Bacardi 569 17985 20451 5818310
Bacon Vodka 436 2044 3577 779786
Dolce Touch Vodka 407 1512 1655 336793
Don Q Rum 353 1617 1322 233333
Absolut Vodka 288 327 1531 220464
TOTAL 12545 44179 48483 29879715
Based on linear follower growth
Source Twitter February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 79
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Hour
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 80
Smirnoff Photo Albums on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81
42888 Image Results for ldquoBud Lightrdquo on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 58
Peer Advertising = Social Proof
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 59
Thousands of User-Generated Alcohol Brand-Oriented Pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 60
Team Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 61
Team Bud Light Facebook Page (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 62
Thousands of User-Generated Alcohol Brand-Oriented Groups
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 63
Thousands of User-Generated Alcohol Brand-Oriented Events
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 64
YouTube Demographics
Heineken Aims Its Ads at Young Digital Devotees
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 ldquoOpen your worldrdquo made its way onto TV in about 30 countries three months later but not before being viewed frequently online
ldquoThe Daterdquo has a different cast from ldquoThe Entrancerdquo and the plots diverge The new spot is about a young man on a wild date and the previous one is about a young manrsquos show-stopping arrival at a wild party
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 ndash or in place of ndash traditional means
This is particularly true for a beer brand like Heineken Its intended target audience is men ages 18 or 21 (depending on a countryrsquos legal minimum drinking age) to 34hellipMaking that even more appropriate for Heineken is a goal to reach a subset of younger men who are ldquoworldly cosmopolitanrdquo Mr Nasard said who ldquoover-index in Internet usagerdquo
Elliott S (2011 May 25) Heineken Aims Its Ads at Young Digital Devotees The New York Times Retrieved from httpwwwnytimescom20110526businessmedia26adcohtml
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 65
Heineken Targets Youth Viewers on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 66
Alcohol Brand Channels on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 67
How Many People Are Visiting Alcohol Brand Channels
of Videos Channel Views Upload Views
Malibu Rum 43 13962 153114
Absolut Vodka 39 1299817 3757718
Grey Goose Vodka 33 44118 383600
Heineken USA 21 119931 381953
Bacardi Superior 14 250493 206017
Captain Morgan 13 575040 603057
Smirnoff 12 279708 456692
Bud Light 5 26665 2679065
TOTAL 180 2609734 8621216
Source YouTube February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 68
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaign
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 69
Absolut Vodka ndash Advertising as Content
This Pornrsquos for You Budweiserrsquos Racy Web Ad
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 theyre being lauded for it
Last year Budweisers 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
Luscombe B (2009 June 4) This Pornrsquos for You Budweiserrsquos Racy Web Ad Time Retrieved from httpwwwtimecomtimeartsarticle08599190242000html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 70
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Swear Jar
Best Budlight Commercial Ever ndash Beer amp Porn
>
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 71
Bud Light Videos Shared on Blogs
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 72
Bud Light Videos Shared on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 73
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Title Username Views
Bud Light Super Bowl Commercial Too Racy for TV 1togrowon 3276358
Bud Light Super Bowl Commercial Too Controversial for TV 1togrowon 3108084
Best Budlight Commercial Ever ndash Beer amp Porn perrycomo92882 1133713
Bud Light ldquoCut The Cheeserdquo secret TV spot not on Super Bowl razzledog 737928
TOTAL 15654689
Source YouTube April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 74
Alcohol Brands on Twitter
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 75
Tweets Driving Purchase Intent
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 76
Tweets Driving Traffic to Other Social Media Content
Last month Tennessee-based distillery Jack Danielrsquos 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
Marjorie Dufek interactive marketing director at Brown Forman said Twitter reported ldquosignificantly higher than averagerdquo engagement rates for the campaign as well as greater use of the brand name within tweets than its advertisers usually experience
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
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
Marshall J (2011 May 3) Jack Danielrsquos Is First Spirits Brand to Buy Twitter Ads ClickZ Retrieved from httpwwwclickzcomclickznews2046786jack-daniels-spirits-brand-twitter-ads
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 77
ldquoThe advantage for us is that people see Jack Danielrsquos as a friend itrsquos a very social brand by nature We have an unprecedented opportunity to have real conversations with our consumers via social mediardquo
Marjorie Dufek Brown Forman
Jack Daniels Is First Spirits Brand to Buy
Twitter Ads
Paid Advertising on Twitter
Photo Credit ndash Fan Photo on Jack Daniels Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 78
Direct Impressions Generated by Alcohol Brands on Twitter
of Tweets Following Followers Estimated Impressions
Pabst Blue Ribbon 4543 349 1754 3984211
Smirnoff 2048 16631 15140 15503360
Stolichnaya 1590 1642 1857 1476315
HPNOTIQ 1460 1775 893 651890
Skyy Vodka 851 387 2057 875254
Bacardi 569 17985 20451 5818310
Bacon Vodka 436 2044 3577 779786
Dolce Touch Vodka 407 1512 1655 336793
Don Q Rum 353 1617 1322 233333
Absolut Vodka 288 327 1531 220464
TOTAL 12545 44179 48483 29879715
Based on linear follower growth
Source Twitter February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 79
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Hour
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 80
Smirnoff Photo Albums on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81
42888 Image Results for ldquoBud Lightrdquo on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 58
Peer Advertising = Social Proof
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 59
Thousands of User-Generated Alcohol Brand-Oriented Pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 60
Team Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 61
Team Bud Light Facebook Page (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 62
Thousands of User-Generated Alcohol Brand-Oriented Groups
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 63
Thousands of User-Generated Alcohol Brand-Oriented Events
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 64
YouTube Demographics
Heineken Aims Its Ads at Young Digital Devotees
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 ldquoOpen your worldrdquo made its way onto TV in about 30 countries three months later but not before being viewed frequently online
ldquoThe Daterdquo has a different cast from ldquoThe Entrancerdquo and the plots diverge The new spot is about a young man on a wild date and the previous one is about a young manrsquos show-stopping arrival at a wild party
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 ndash or in place of ndash traditional means
This is particularly true for a beer brand like Heineken Its intended target audience is men ages 18 or 21 (depending on a countryrsquos legal minimum drinking age) to 34hellipMaking that even more appropriate for Heineken is a goal to reach a subset of younger men who are ldquoworldly cosmopolitanrdquo Mr Nasard said who ldquoover-index in Internet usagerdquo
Elliott S (2011 May 25) Heineken Aims Its Ads at Young Digital Devotees The New York Times Retrieved from httpwwwnytimescom20110526businessmedia26adcohtml
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 65
Heineken Targets Youth Viewers on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 66
Alcohol Brand Channels on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 67
How Many People Are Visiting Alcohol Brand Channels
of Videos Channel Views Upload Views
Malibu Rum 43 13962 153114
Absolut Vodka 39 1299817 3757718
Grey Goose Vodka 33 44118 383600
Heineken USA 21 119931 381953
Bacardi Superior 14 250493 206017
Captain Morgan 13 575040 603057
Smirnoff 12 279708 456692
Bud Light 5 26665 2679065
TOTAL 180 2609734 8621216
Source YouTube February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 68
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaign
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 69
Absolut Vodka ndash Advertising as Content
This Pornrsquos for You Budweiserrsquos Racy Web Ad
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 theyre being lauded for it
Last year Budweisers 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
Luscombe B (2009 June 4) This Pornrsquos for You Budweiserrsquos Racy Web Ad Time Retrieved from httpwwwtimecomtimeartsarticle08599190242000html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 70
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Swear Jar
Best Budlight Commercial Ever ndash Beer amp Porn
>
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 71
Bud Light Videos Shared on Blogs
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 72
Bud Light Videos Shared on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 73
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Title Username Views
Bud Light Super Bowl Commercial Too Racy for TV 1togrowon 3276358
Bud Light Super Bowl Commercial Too Controversial for TV 1togrowon 3108084
Best Budlight Commercial Ever ndash Beer amp Porn perrycomo92882 1133713
Bud Light ldquoCut The Cheeserdquo secret TV spot not on Super Bowl razzledog 737928
TOTAL 15654689
Source YouTube April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 74
Alcohol Brands on Twitter
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 75
Tweets Driving Purchase Intent
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 76
Tweets Driving Traffic to Other Social Media Content
Last month Tennessee-based distillery Jack Danielrsquos 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
Marjorie Dufek interactive marketing director at Brown Forman said Twitter reported ldquosignificantly higher than averagerdquo engagement rates for the campaign as well as greater use of the brand name within tweets than its advertisers usually experience
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
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
Marshall J (2011 May 3) Jack Danielrsquos Is First Spirits Brand to Buy Twitter Ads ClickZ Retrieved from httpwwwclickzcomclickznews2046786jack-daniels-spirits-brand-twitter-ads
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 77
ldquoThe advantage for us is that people see Jack Danielrsquos as a friend itrsquos a very social brand by nature We have an unprecedented opportunity to have real conversations with our consumers via social mediardquo
Marjorie Dufek Brown Forman
Jack Daniels Is First Spirits Brand to Buy
Twitter Ads
Paid Advertising on Twitter
Photo Credit ndash Fan Photo on Jack Daniels Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 78
Direct Impressions Generated by Alcohol Brands on Twitter
of Tweets Following Followers Estimated Impressions
Pabst Blue Ribbon 4543 349 1754 3984211
Smirnoff 2048 16631 15140 15503360
Stolichnaya 1590 1642 1857 1476315
HPNOTIQ 1460 1775 893 651890
Skyy Vodka 851 387 2057 875254
Bacardi 569 17985 20451 5818310
Bacon Vodka 436 2044 3577 779786
Dolce Touch Vodka 407 1512 1655 336793
Don Q Rum 353 1617 1322 233333
Absolut Vodka 288 327 1531 220464
TOTAL 12545 44179 48483 29879715
Based on linear follower growth
Source Twitter February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 79
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Hour
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 80
Smirnoff Photo Albums on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81
42888 Image Results for ldquoBud Lightrdquo on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 58
Peer Advertising = Social Proof
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 59
Thousands of User-Generated Alcohol Brand-Oriented Pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 60
Team Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 61
Team Bud Light Facebook Page (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 62
Thousands of User-Generated Alcohol Brand-Oriented Groups
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 63
Thousands of User-Generated Alcohol Brand-Oriented Events
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 64
YouTube Demographics
Heineken Aims Its Ads at Young Digital Devotees
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 ldquoOpen your worldrdquo made its way onto TV in about 30 countries three months later but not before being viewed frequently online
ldquoThe Daterdquo has a different cast from ldquoThe Entrancerdquo and the plots diverge The new spot is about a young man on a wild date and the previous one is about a young manrsquos show-stopping arrival at a wild party
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 ndash or in place of ndash traditional means
This is particularly true for a beer brand like Heineken Its intended target audience is men ages 18 or 21 (depending on a countryrsquos legal minimum drinking age) to 34hellipMaking that even more appropriate for Heineken is a goal to reach a subset of younger men who are ldquoworldly cosmopolitanrdquo Mr Nasard said who ldquoover-index in Internet usagerdquo
Elliott S (2011 May 25) Heineken Aims Its Ads at Young Digital Devotees The New York Times Retrieved from httpwwwnytimescom20110526businessmedia26adcohtml
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 65
Heineken Targets Youth Viewers on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 66
Alcohol Brand Channels on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 67
How Many People Are Visiting Alcohol Brand Channels
of Videos Channel Views Upload Views
Malibu Rum 43 13962 153114
Absolut Vodka 39 1299817 3757718
Grey Goose Vodka 33 44118 383600
Heineken USA 21 119931 381953
Bacardi Superior 14 250493 206017
Captain Morgan 13 575040 603057
Smirnoff 12 279708 456692
Bud Light 5 26665 2679065
TOTAL 180 2609734 8621216
Source YouTube February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 68
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaign
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 69
Absolut Vodka ndash Advertising as Content
This Pornrsquos for You Budweiserrsquos Racy Web Ad
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 theyre being lauded for it
Last year Budweisers 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
Luscombe B (2009 June 4) This Pornrsquos for You Budweiserrsquos Racy Web Ad Time Retrieved from httpwwwtimecomtimeartsarticle08599190242000html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 70
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Swear Jar
Best Budlight Commercial Ever ndash Beer amp Porn
>
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 71
Bud Light Videos Shared on Blogs
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 72
Bud Light Videos Shared on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 73
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Title Username Views
Bud Light Super Bowl Commercial Too Racy for TV 1togrowon 3276358
Bud Light Super Bowl Commercial Too Controversial for TV 1togrowon 3108084
Best Budlight Commercial Ever ndash Beer amp Porn perrycomo92882 1133713
Bud Light ldquoCut The Cheeserdquo secret TV spot not on Super Bowl razzledog 737928
TOTAL 15654689
Source YouTube April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 74
Alcohol Brands on Twitter
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 75
Tweets Driving Purchase Intent
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 76
Tweets Driving Traffic to Other Social Media Content
Last month Tennessee-based distillery Jack Danielrsquos 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
Marjorie Dufek interactive marketing director at Brown Forman said Twitter reported ldquosignificantly higher than averagerdquo engagement rates for the campaign as well as greater use of the brand name within tweets than its advertisers usually experience
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
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
Marshall J (2011 May 3) Jack Danielrsquos Is First Spirits Brand to Buy Twitter Ads ClickZ Retrieved from httpwwwclickzcomclickznews2046786jack-daniels-spirits-brand-twitter-ads
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 77
ldquoThe advantage for us is that people see Jack Danielrsquos as a friend itrsquos a very social brand by nature We have an unprecedented opportunity to have real conversations with our consumers via social mediardquo
Marjorie Dufek Brown Forman
Jack Daniels Is First Spirits Brand to Buy
Twitter Ads
Paid Advertising on Twitter
Photo Credit ndash Fan Photo on Jack Daniels Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 78
Direct Impressions Generated by Alcohol Brands on Twitter
of Tweets Following Followers Estimated Impressions
Pabst Blue Ribbon 4543 349 1754 3984211
Smirnoff 2048 16631 15140 15503360
Stolichnaya 1590 1642 1857 1476315
HPNOTIQ 1460 1775 893 651890
Skyy Vodka 851 387 2057 875254
Bacardi 569 17985 20451 5818310
Bacon Vodka 436 2044 3577 779786
Dolce Touch Vodka 407 1512 1655 336793
Don Q Rum 353 1617 1322 233333
Absolut Vodka 288 327 1531 220464
TOTAL 12545 44179 48483 29879715
Based on linear follower growth
Source Twitter February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 79
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Hour
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 80
Smirnoff Photo Albums on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81
42888 Image Results for ldquoBud Lightrdquo on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 58
Peer Advertising = Social Proof
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 59
Thousands of User-Generated Alcohol Brand-Oriented Pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 60
Team Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 61
Team Bud Light Facebook Page (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 62
Thousands of User-Generated Alcohol Brand-Oriented Groups
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 63
Thousands of User-Generated Alcohol Brand-Oriented Events
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 64
YouTube Demographics
Heineken Aims Its Ads at Young Digital Devotees
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 ldquoOpen your worldrdquo made its way onto TV in about 30 countries three months later but not before being viewed frequently online
ldquoThe Daterdquo has a different cast from ldquoThe Entrancerdquo and the plots diverge The new spot is about a young man on a wild date and the previous one is about a young manrsquos show-stopping arrival at a wild party
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 ndash or in place of ndash traditional means
This is particularly true for a beer brand like Heineken Its intended target audience is men ages 18 or 21 (depending on a countryrsquos legal minimum drinking age) to 34hellipMaking that even more appropriate for Heineken is a goal to reach a subset of younger men who are ldquoworldly cosmopolitanrdquo Mr Nasard said who ldquoover-index in Internet usagerdquo
Elliott S (2011 May 25) Heineken Aims Its Ads at Young Digital Devotees The New York Times Retrieved from httpwwwnytimescom20110526businessmedia26adcohtml
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 65
Heineken Targets Youth Viewers on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 66
Alcohol Brand Channels on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 67
How Many People Are Visiting Alcohol Brand Channels
of Videos Channel Views Upload Views
Malibu Rum 43 13962 153114
Absolut Vodka 39 1299817 3757718
Grey Goose Vodka 33 44118 383600
Heineken USA 21 119931 381953
Bacardi Superior 14 250493 206017
Captain Morgan 13 575040 603057
Smirnoff 12 279708 456692
Bud Light 5 26665 2679065
TOTAL 180 2609734 8621216
Source YouTube February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 68
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaign
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 69
Absolut Vodka ndash Advertising as Content
This Pornrsquos for You Budweiserrsquos Racy Web Ad
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 theyre being lauded for it
Last year Budweisers 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
Luscombe B (2009 June 4) This Pornrsquos for You Budweiserrsquos Racy Web Ad Time Retrieved from httpwwwtimecomtimeartsarticle08599190242000html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 70
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Swear Jar
Best Budlight Commercial Ever ndash Beer amp Porn
>
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 71
Bud Light Videos Shared on Blogs
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 72
Bud Light Videos Shared on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 73
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Title Username Views
Bud Light Super Bowl Commercial Too Racy for TV 1togrowon 3276358
Bud Light Super Bowl Commercial Too Controversial for TV 1togrowon 3108084
Best Budlight Commercial Ever ndash Beer amp Porn perrycomo92882 1133713
Bud Light ldquoCut The Cheeserdquo secret TV spot not on Super Bowl razzledog 737928
TOTAL 15654689
Source YouTube April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 74
Alcohol Brands on Twitter
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 75
Tweets Driving Purchase Intent
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 76
Tweets Driving Traffic to Other Social Media Content
Last month Tennessee-based distillery Jack Danielrsquos 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
Marjorie Dufek interactive marketing director at Brown Forman said Twitter reported ldquosignificantly higher than averagerdquo engagement rates for the campaign as well as greater use of the brand name within tweets than its advertisers usually experience
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
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
Marshall J (2011 May 3) Jack Danielrsquos Is First Spirits Brand to Buy Twitter Ads ClickZ Retrieved from httpwwwclickzcomclickznews2046786jack-daniels-spirits-brand-twitter-ads
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 77
ldquoThe advantage for us is that people see Jack Danielrsquos as a friend itrsquos a very social brand by nature We have an unprecedented opportunity to have real conversations with our consumers via social mediardquo
Marjorie Dufek Brown Forman
Jack Daniels Is First Spirits Brand to Buy
Twitter Ads
Paid Advertising on Twitter
Photo Credit ndash Fan Photo on Jack Daniels Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 78
Direct Impressions Generated by Alcohol Brands on Twitter
of Tweets Following Followers Estimated Impressions
Pabst Blue Ribbon 4543 349 1754 3984211
Smirnoff 2048 16631 15140 15503360
Stolichnaya 1590 1642 1857 1476315
HPNOTIQ 1460 1775 893 651890
Skyy Vodka 851 387 2057 875254
Bacardi 569 17985 20451 5818310
Bacon Vodka 436 2044 3577 779786
Dolce Touch Vodka 407 1512 1655 336793
Don Q Rum 353 1617 1322 233333
Absolut Vodka 288 327 1531 220464
TOTAL 12545 44179 48483 29879715
Based on linear follower growth
Source Twitter February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 79
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Hour
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 80
Smirnoff Photo Albums on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81
42888 Image Results for ldquoBud Lightrdquo on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 58
Peer Advertising = Social Proof
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 59
Thousands of User-Generated Alcohol Brand-Oriented Pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 60
Team Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 61
Team Bud Light Facebook Page (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 62
Thousands of User-Generated Alcohol Brand-Oriented Groups
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 63
Thousands of User-Generated Alcohol Brand-Oriented Events
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 64
YouTube Demographics
Heineken Aims Its Ads at Young Digital Devotees
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 ldquoOpen your worldrdquo made its way onto TV in about 30 countries three months later but not before being viewed frequently online
ldquoThe Daterdquo has a different cast from ldquoThe Entrancerdquo and the plots diverge The new spot is about a young man on a wild date and the previous one is about a young manrsquos show-stopping arrival at a wild party
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 ndash or in place of ndash traditional means
This is particularly true for a beer brand like Heineken Its intended target audience is men ages 18 or 21 (depending on a countryrsquos legal minimum drinking age) to 34hellipMaking that even more appropriate for Heineken is a goal to reach a subset of younger men who are ldquoworldly cosmopolitanrdquo Mr Nasard said who ldquoover-index in Internet usagerdquo
Elliott S (2011 May 25) Heineken Aims Its Ads at Young Digital Devotees The New York Times Retrieved from httpwwwnytimescom20110526businessmedia26adcohtml
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 65
Heineken Targets Youth Viewers on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 66
Alcohol Brand Channels on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 67
How Many People Are Visiting Alcohol Brand Channels
of Videos Channel Views Upload Views
Malibu Rum 43 13962 153114
Absolut Vodka 39 1299817 3757718
Grey Goose Vodka 33 44118 383600
Heineken USA 21 119931 381953
Bacardi Superior 14 250493 206017
Captain Morgan 13 575040 603057
Smirnoff 12 279708 456692
Bud Light 5 26665 2679065
TOTAL 180 2609734 8621216
Source YouTube February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 68
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaign
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 69
Absolut Vodka ndash Advertising as Content
This Pornrsquos for You Budweiserrsquos Racy Web Ad
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 theyre being lauded for it
Last year Budweisers 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
Luscombe B (2009 June 4) This Pornrsquos for You Budweiserrsquos Racy Web Ad Time Retrieved from httpwwwtimecomtimeartsarticle08599190242000html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 70
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Swear Jar
Best Budlight Commercial Ever ndash Beer amp Porn
>
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 71
Bud Light Videos Shared on Blogs
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 72
Bud Light Videos Shared on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 73
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Title Username Views
Bud Light Super Bowl Commercial Too Racy for TV 1togrowon 3276358
Bud Light Super Bowl Commercial Too Controversial for TV 1togrowon 3108084
Best Budlight Commercial Ever ndash Beer amp Porn perrycomo92882 1133713
Bud Light ldquoCut The Cheeserdquo secret TV spot not on Super Bowl razzledog 737928
TOTAL 15654689
Source YouTube April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 74
Alcohol Brands on Twitter
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 75
Tweets Driving Purchase Intent
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 76
Tweets Driving Traffic to Other Social Media Content
Last month Tennessee-based distillery Jack Danielrsquos 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
Marjorie Dufek interactive marketing director at Brown Forman said Twitter reported ldquosignificantly higher than averagerdquo engagement rates for the campaign as well as greater use of the brand name within tweets than its advertisers usually experience
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
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
Marshall J (2011 May 3) Jack Danielrsquos Is First Spirits Brand to Buy Twitter Ads ClickZ Retrieved from httpwwwclickzcomclickznews2046786jack-daniels-spirits-brand-twitter-ads
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 77
ldquoThe advantage for us is that people see Jack Danielrsquos as a friend itrsquos a very social brand by nature We have an unprecedented opportunity to have real conversations with our consumers via social mediardquo
Marjorie Dufek Brown Forman
Jack Daniels Is First Spirits Brand to Buy
Twitter Ads
Paid Advertising on Twitter
Photo Credit ndash Fan Photo on Jack Daniels Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 78
Direct Impressions Generated by Alcohol Brands on Twitter
of Tweets Following Followers Estimated Impressions
Pabst Blue Ribbon 4543 349 1754 3984211
Smirnoff 2048 16631 15140 15503360
Stolichnaya 1590 1642 1857 1476315
HPNOTIQ 1460 1775 893 651890
Skyy Vodka 851 387 2057 875254
Bacardi 569 17985 20451 5818310
Bacon Vodka 436 2044 3577 779786
Dolce Touch Vodka 407 1512 1655 336793
Don Q Rum 353 1617 1322 233333
Absolut Vodka 288 327 1531 220464
TOTAL 12545 44179 48483 29879715
Based on linear follower growth
Source Twitter February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 79
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Hour
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 80
Smirnoff Photo Albums on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81
42888 Image Results for ldquoBud Lightrdquo on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 58
Peer Advertising = Social Proof
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 59
Thousands of User-Generated Alcohol Brand-Oriented Pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 60
Team Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 61
Team Bud Light Facebook Page (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 62
Thousands of User-Generated Alcohol Brand-Oriented Groups
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 63
Thousands of User-Generated Alcohol Brand-Oriented Events
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 64
YouTube Demographics
Heineken Aims Its Ads at Young Digital Devotees
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 ldquoOpen your worldrdquo made its way onto TV in about 30 countries three months later but not before being viewed frequently online
ldquoThe Daterdquo has a different cast from ldquoThe Entrancerdquo and the plots diverge The new spot is about a young man on a wild date and the previous one is about a young manrsquos show-stopping arrival at a wild party
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 ndash or in place of ndash traditional means
This is particularly true for a beer brand like Heineken Its intended target audience is men ages 18 or 21 (depending on a countryrsquos legal minimum drinking age) to 34hellipMaking that even more appropriate for Heineken is a goal to reach a subset of younger men who are ldquoworldly cosmopolitanrdquo Mr Nasard said who ldquoover-index in Internet usagerdquo
Elliott S (2011 May 25) Heineken Aims Its Ads at Young Digital Devotees The New York Times Retrieved from httpwwwnytimescom20110526businessmedia26adcohtml
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 65
Heineken Targets Youth Viewers on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 66
Alcohol Brand Channels on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 67
How Many People Are Visiting Alcohol Brand Channels
of Videos Channel Views Upload Views
Malibu Rum 43 13962 153114
Absolut Vodka 39 1299817 3757718
Grey Goose Vodka 33 44118 383600
Heineken USA 21 119931 381953
Bacardi Superior 14 250493 206017
Captain Morgan 13 575040 603057
Smirnoff 12 279708 456692
Bud Light 5 26665 2679065
TOTAL 180 2609734 8621216
Source YouTube February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 68
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaign
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 69
Absolut Vodka ndash Advertising as Content
This Pornrsquos for You Budweiserrsquos Racy Web Ad
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 theyre being lauded for it
Last year Budweisers 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
Luscombe B (2009 June 4) This Pornrsquos for You Budweiserrsquos Racy Web Ad Time Retrieved from httpwwwtimecomtimeartsarticle08599190242000html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 70
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Swear Jar
Best Budlight Commercial Ever ndash Beer amp Porn
>
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 71
Bud Light Videos Shared on Blogs
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 72
Bud Light Videos Shared on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 73
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Title Username Views
Bud Light Super Bowl Commercial Too Racy for TV 1togrowon 3276358
Bud Light Super Bowl Commercial Too Controversial for TV 1togrowon 3108084
Best Budlight Commercial Ever ndash Beer amp Porn perrycomo92882 1133713
Bud Light ldquoCut The Cheeserdquo secret TV spot not on Super Bowl razzledog 737928
TOTAL 15654689
Source YouTube April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 74
Alcohol Brands on Twitter
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 75
Tweets Driving Purchase Intent
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 76
Tweets Driving Traffic to Other Social Media Content
Last month Tennessee-based distillery Jack Danielrsquos 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
Marjorie Dufek interactive marketing director at Brown Forman said Twitter reported ldquosignificantly higher than averagerdquo engagement rates for the campaign as well as greater use of the brand name within tweets than its advertisers usually experience
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
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
Marshall J (2011 May 3) Jack Danielrsquos Is First Spirits Brand to Buy Twitter Ads ClickZ Retrieved from httpwwwclickzcomclickznews2046786jack-daniels-spirits-brand-twitter-ads
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 77
ldquoThe advantage for us is that people see Jack Danielrsquos as a friend itrsquos a very social brand by nature We have an unprecedented opportunity to have real conversations with our consumers via social mediardquo
Marjorie Dufek Brown Forman
Jack Daniels Is First Spirits Brand to Buy
Twitter Ads
Paid Advertising on Twitter
Photo Credit ndash Fan Photo on Jack Daniels Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 78
Direct Impressions Generated by Alcohol Brands on Twitter
of Tweets Following Followers Estimated Impressions
Pabst Blue Ribbon 4543 349 1754 3984211
Smirnoff 2048 16631 15140 15503360
Stolichnaya 1590 1642 1857 1476315
HPNOTIQ 1460 1775 893 651890
Skyy Vodka 851 387 2057 875254
Bacardi 569 17985 20451 5818310
Bacon Vodka 436 2044 3577 779786
Dolce Touch Vodka 407 1512 1655 336793
Don Q Rum 353 1617 1322 233333
Absolut Vodka 288 327 1531 220464
TOTAL 12545 44179 48483 29879715
Based on linear follower growth
Source Twitter February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 79
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Hour
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 80
Smirnoff Photo Albums on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81
42888 Image Results for ldquoBud Lightrdquo on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 59
Thousands of User-Generated Alcohol Brand-Oriented Pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 60
Team Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 61
Team Bud Light Facebook Page (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 62
Thousands of User-Generated Alcohol Brand-Oriented Groups
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 63
Thousands of User-Generated Alcohol Brand-Oriented Events
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 64
YouTube Demographics
Heineken Aims Its Ads at Young Digital Devotees
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 ldquoOpen your worldrdquo made its way onto TV in about 30 countries three months later but not before being viewed frequently online
ldquoThe Daterdquo has a different cast from ldquoThe Entrancerdquo and the plots diverge The new spot is about a young man on a wild date and the previous one is about a young manrsquos show-stopping arrival at a wild party
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 ndash or in place of ndash traditional means
This is particularly true for a beer brand like Heineken Its intended target audience is men ages 18 or 21 (depending on a countryrsquos legal minimum drinking age) to 34hellipMaking that even more appropriate for Heineken is a goal to reach a subset of younger men who are ldquoworldly cosmopolitanrdquo Mr Nasard said who ldquoover-index in Internet usagerdquo
Elliott S (2011 May 25) Heineken Aims Its Ads at Young Digital Devotees The New York Times Retrieved from httpwwwnytimescom20110526businessmedia26adcohtml
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 65
Heineken Targets Youth Viewers on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 66
Alcohol Brand Channels on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 67
How Many People Are Visiting Alcohol Brand Channels
of Videos Channel Views Upload Views
Malibu Rum 43 13962 153114
Absolut Vodka 39 1299817 3757718
Grey Goose Vodka 33 44118 383600
Heineken USA 21 119931 381953
Bacardi Superior 14 250493 206017
Captain Morgan 13 575040 603057
Smirnoff 12 279708 456692
Bud Light 5 26665 2679065
TOTAL 180 2609734 8621216
Source YouTube February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 68
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaign
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 69
Absolut Vodka ndash Advertising as Content
This Pornrsquos for You Budweiserrsquos Racy Web Ad
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 theyre being lauded for it
Last year Budweisers 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
Luscombe B (2009 June 4) This Pornrsquos for You Budweiserrsquos Racy Web Ad Time Retrieved from httpwwwtimecomtimeartsarticle08599190242000html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 70
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Swear Jar
Best Budlight Commercial Ever ndash Beer amp Porn
>
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 71
Bud Light Videos Shared on Blogs
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 72
Bud Light Videos Shared on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 73
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Title Username Views
Bud Light Super Bowl Commercial Too Racy for TV 1togrowon 3276358
Bud Light Super Bowl Commercial Too Controversial for TV 1togrowon 3108084
Best Budlight Commercial Ever ndash Beer amp Porn perrycomo92882 1133713
Bud Light ldquoCut The Cheeserdquo secret TV spot not on Super Bowl razzledog 737928
TOTAL 15654689
Source YouTube April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 74
Alcohol Brands on Twitter
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 75
Tweets Driving Purchase Intent
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 76
Tweets Driving Traffic to Other Social Media Content
Last month Tennessee-based distillery Jack Danielrsquos 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
Marjorie Dufek interactive marketing director at Brown Forman said Twitter reported ldquosignificantly higher than averagerdquo engagement rates for the campaign as well as greater use of the brand name within tweets than its advertisers usually experience
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
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
Marshall J (2011 May 3) Jack Danielrsquos Is First Spirits Brand to Buy Twitter Ads ClickZ Retrieved from httpwwwclickzcomclickznews2046786jack-daniels-spirits-brand-twitter-ads
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 77
ldquoThe advantage for us is that people see Jack Danielrsquos as a friend itrsquos a very social brand by nature We have an unprecedented opportunity to have real conversations with our consumers via social mediardquo
Marjorie Dufek Brown Forman
Jack Daniels Is First Spirits Brand to Buy
Twitter Ads
Paid Advertising on Twitter
Photo Credit ndash Fan Photo on Jack Daniels Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 78
Direct Impressions Generated by Alcohol Brands on Twitter
of Tweets Following Followers Estimated Impressions
Pabst Blue Ribbon 4543 349 1754 3984211
Smirnoff 2048 16631 15140 15503360
Stolichnaya 1590 1642 1857 1476315
HPNOTIQ 1460 1775 893 651890
Skyy Vodka 851 387 2057 875254
Bacardi 569 17985 20451 5818310
Bacon Vodka 436 2044 3577 779786
Dolce Touch Vodka 407 1512 1655 336793
Don Q Rum 353 1617 1322 233333
Absolut Vodka 288 327 1531 220464
TOTAL 12545 44179 48483 29879715
Based on linear follower growth
Source Twitter February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 79
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Hour
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 80
Smirnoff Photo Albums on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81
42888 Image Results for ldquoBud Lightrdquo on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 60
Team Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 61
Team Bud Light Facebook Page (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 62
Thousands of User-Generated Alcohol Brand-Oriented Groups
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 63
Thousands of User-Generated Alcohol Brand-Oriented Events
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 64
YouTube Demographics
Heineken Aims Its Ads at Young Digital Devotees
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 ldquoOpen your worldrdquo made its way onto TV in about 30 countries three months later but not before being viewed frequently online
ldquoThe Daterdquo has a different cast from ldquoThe Entrancerdquo and the plots diverge The new spot is about a young man on a wild date and the previous one is about a young manrsquos show-stopping arrival at a wild party
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 ndash or in place of ndash traditional means
This is particularly true for a beer brand like Heineken Its intended target audience is men ages 18 or 21 (depending on a countryrsquos legal minimum drinking age) to 34hellipMaking that even more appropriate for Heineken is a goal to reach a subset of younger men who are ldquoworldly cosmopolitanrdquo Mr Nasard said who ldquoover-index in Internet usagerdquo
Elliott S (2011 May 25) Heineken Aims Its Ads at Young Digital Devotees The New York Times Retrieved from httpwwwnytimescom20110526businessmedia26adcohtml
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 65
Heineken Targets Youth Viewers on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 66
Alcohol Brand Channels on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 67
How Many People Are Visiting Alcohol Brand Channels
of Videos Channel Views Upload Views
Malibu Rum 43 13962 153114
Absolut Vodka 39 1299817 3757718
Grey Goose Vodka 33 44118 383600
Heineken USA 21 119931 381953
Bacardi Superior 14 250493 206017
Captain Morgan 13 575040 603057
Smirnoff 12 279708 456692
Bud Light 5 26665 2679065
TOTAL 180 2609734 8621216
Source YouTube February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 68
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaign
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 69
Absolut Vodka ndash Advertising as Content
This Pornrsquos for You Budweiserrsquos Racy Web Ad
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 theyre being lauded for it
Last year Budweisers 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
Luscombe B (2009 June 4) This Pornrsquos for You Budweiserrsquos Racy Web Ad Time Retrieved from httpwwwtimecomtimeartsarticle08599190242000html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 70
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Swear Jar
Best Budlight Commercial Ever ndash Beer amp Porn
>
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 71
Bud Light Videos Shared on Blogs
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 72
Bud Light Videos Shared on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 73
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Title Username Views
Bud Light Super Bowl Commercial Too Racy for TV 1togrowon 3276358
Bud Light Super Bowl Commercial Too Controversial for TV 1togrowon 3108084
Best Budlight Commercial Ever ndash Beer amp Porn perrycomo92882 1133713
Bud Light ldquoCut The Cheeserdquo secret TV spot not on Super Bowl razzledog 737928
TOTAL 15654689
Source YouTube April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 74
Alcohol Brands on Twitter
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 75
Tweets Driving Purchase Intent
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 76
Tweets Driving Traffic to Other Social Media Content
Last month Tennessee-based distillery Jack Danielrsquos 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
Marjorie Dufek interactive marketing director at Brown Forman said Twitter reported ldquosignificantly higher than averagerdquo engagement rates for the campaign as well as greater use of the brand name within tweets than its advertisers usually experience
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
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
Marshall J (2011 May 3) Jack Danielrsquos Is First Spirits Brand to Buy Twitter Ads ClickZ Retrieved from httpwwwclickzcomclickznews2046786jack-daniels-spirits-brand-twitter-ads
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 77
ldquoThe advantage for us is that people see Jack Danielrsquos as a friend itrsquos a very social brand by nature We have an unprecedented opportunity to have real conversations with our consumers via social mediardquo
Marjorie Dufek Brown Forman
Jack Daniels Is First Spirits Brand to Buy
Twitter Ads
Paid Advertising on Twitter
Photo Credit ndash Fan Photo on Jack Daniels Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 78
Direct Impressions Generated by Alcohol Brands on Twitter
of Tweets Following Followers Estimated Impressions
Pabst Blue Ribbon 4543 349 1754 3984211
Smirnoff 2048 16631 15140 15503360
Stolichnaya 1590 1642 1857 1476315
HPNOTIQ 1460 1775 893 651890
Skyy Vodka 851 387 2057 875254
Bacardi 569 17985 20451 5818310
Bacon Vodka 436 2044 3577 779786
Dolce Touch Vodka 407 1512 1655 336793
Don Q Rum 353 1617 1322 233333
Absolut Vodka 288 327 1531 220464
TOTAL 12545 44179 48483 29879715
Based on linear follower growth
Source Twitter February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 79
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Hour
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 80
Smirnoff Photo Albums on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81
42888 Image Results for ldquoBud Lightrdquo on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 61
Team Bud Light Facebook Page (continued)
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 62
Thousands of User-Generated Alcohol Brand-Oriented Groups
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 63
Thousands of User-Generated Alcohol Brand-Oriented Events
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 64
YouTube Demographics
Heineken Aims Its Ads at Young Digital Devotees
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 ldquoOpen your worldrdquo made its way onto TV in about 30 countries three months later but not before being viewed frequently online
ldquoThe Daterdquo has a different cast from ldquoThe Entrancerdquo and the plots diverge The new spot is about a young man on a wild date and the previous one is about a young manrsquos show-stopping arrival at a wild party
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 ndash or in place of ndash traditional means
This is particularly true for a beer brand like Heineken Its intended target audience is men ages 18 or 21 (depending on a countryrsquos legal minimum drinking age) to 34hellipMaking that even more appropriate for Heineken is a goal to reach a subset of younger men who are ldquoworldly cosmopolitanrdquo Mr Nasard said who ldquoover-index in Internet usagerdquo
Elliott S (2011 May 25) Heineken Aims Its Ads at Young Digital Devotees The New York Times Retrieved from httpwwwnytimescom20110526businessmedia26adcohtml
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 65
Heineken Targets Youth Viewers on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 66
Alcohol Brand Channels on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 67
How Many People Are Visiting Alcohol Brand Channels
of Videos Channel Views Upload Views
Malibu Rum 43 13962 153114
Absolut Vodka 39 1299817 3757718
Grey Goose Vodka 33 44118 383600
Heineken USA 21 119931 381953
Bacardi Superior 14 250493 206017
Captain Morgan 13 575040 603057
Smirnoff 12 279708 456692
Bud Light 5 26665 2679065
TOTAL 180 2609734 8621216
Source YouTube February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 68
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaign
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 69
Absolut Vodka ndash Advertising as Content
This Pornrsquos for You Budweiserrsquos Racy Web Ad
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 theyre being lauded for it
Last year Budweisers 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
Luscombe B (2009 June 4) This Pornrsquos for You Budweiserrsquos Racy Web Ad Time Retrieved from httpwwwtimecomtimeartsarticle08599190242000html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 70
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Swear Jar
Best Budlight Commercial Ever ndash Beer amp Porn
>
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 71
Bud Light Videos Shared on Blogs
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 72
Bud Light Videos Shared on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 73
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Title Username Views
Bud Light Super Bowl Commercial Too Racy for TV 1togrowon 3276358
Bud Light Super Bowl Commercial Too Controversial for TV 1togrowon 3108084
Best Budlight Commercial Ever ndash Beer amp Porn perrycomo92882 1133713
Bud Light ldquoCut The Cheeserdquo secret TV spot not on Super Bowl razzledog 737928
TOTAL 15654689
Source YouTube April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 74
Alcohol Brands on Twitter
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 75
Tweets Driving Purchase Intent
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 76
Tweets Driving Traffic to Other Social Media Content
Last month Tennessee-based distillery Jack Danielrsquos 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
Marjorie Dufek interactive marketing director at Brown Forman said Twitter reported ldquosignificantly higher than averagerdquo engagement rates for the campaign as well as greater use of the brand name within tweets than its advertisers usually experience
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
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
Marshall J (2011 May 3) Jack Danielrsquos Is First Spirits Brand to Buy Twitter Ads ClickZ Retrieved from httpwwwclickzcomclickznews2046786jack-daniels-spirits-brand-twitter-ads
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 77
ldquoThe advantage for us is that people see Jack Danielrsquos as a friend itrsquos a very social brand by nature We have an unprecedented opportunity to have real conversations with our consumers via social mediardquo
Marjorie Dufek Brown Forman
Jack Daniels Is First Spirits Brand to Buy
Twitter Ads
Paid Advertising on Twitter
Photo Credit ndash Fan Photo on Jack Daniels Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 78
Direct Impressions Generated by Alcohol Brands on Twitter
of Tweets Following Followers Estimated Impressions
Pabst Blue Ribbon 4543 349 1754 3984211
Smirnoff 2048 16631 15140 15503360
Stolichnaya 1590 1642 1857 1476315
HPNOTIQ 1460 1775 893 651890
Skyy Vodka 851 387 2057 875254
Bacardi 569 17985 20451 5818310
Bacon Vodka 436 2044 3577 779786
Dolce Touch Vodka 407 1512 1655 336793
Don Q Rum 353 1617 1322 233333
Absolut Vodka 288 327 1531 220464
TOTAL 12545 44179 48483 29879715
Based on linear follower growth
Source Twitter February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 79
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Hour
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 80
Smirnoff Photo Albums on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81
42888 Image Results for ldquoBud Lightrdquo on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 62
Thousands of User-Generated Alcohol Brand-Oriented Groups
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 63
Thousands of User-Generated Alcohol Brand-Oriented Events
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 64
YouTube Demographics
Heineken Aims Its Ads at Young Digital Devotees
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 ldquoOpen your worldrdquo made its way onto TV in about 30 countries three months later but not before being viewed frequently online
ldquoThe Daterdquo has a different cast from ldquoThe Entrancerdquo and the plots diverge The new spot is about a young man on a wild date and the previous one is about a young manrsquos show-stopping arrival at a wild party
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 ndash or in place of ndash traditional means
This is particularly true for a beer brand like Heineken Its intended target audience is men ages 18 or 21 (depending on a countryrsquos legal minimum drinking age) to 34hellipMaking that even more appropriate for Heineken is a goal to reach a subset of younger men who are ldquoworldly cosmopolitanrdquo Mr Nasard said who ldquoover-index in Internet usagerdquo
Elliott S (2011 May 25) Heineken Aims Its Ads at Young Digital Devotees The New York Times Retrieved from httpwwwnytimescom20110526businessmedia26adcohtml
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 65
Heineken Targets Youth Viewers on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 66
Alcohol Brand Channels on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 67
How Many People Are Visiting Alcohol Brand Channels
of Videos Channel Views Upload Views
Malibu Rum 43 13962 153114
Absolut Vodka 39 1299817 3757718
Grey Goose Vodka 33 44118 383600
Heineken USA 21 119931 381953
Bacardi Superior 14 250493 206017
Captain Morgan 13 575040 603057
Smirnoff 12 279708 456692
Bud Light 5 26665 2679065
TOTAL 180 2609734 8621216
Source YouTube February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 68
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaign
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 69
Absolut Vodka ndash Advertising as Content
This Pornrsquos for You Budweiserrsquos Racy Web Ad
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 theyre being lauded for it
Last year Budweisers 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
Luscombe B (2009 June 4) This Pornrsquos for You Budweiserrsquos Racy Web Ad Time Retrieved from httpwwwtimecomtimeartsarticle08599190242000html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 70
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Swear Jar
Best Budlight Commercial Ever ndash Beer amp Porn
>
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 71
Bud Light Videos Shared on Blogs
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 72
Bud Light Videos Shared on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 73
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Title Username Views
Bud Light Super Bowl Commercial Too Racy for TV 1togrowon 3276358
Bud Light Super Bowl Commercial Too Controversial for TV 1togrowon 3108084
Best Budlight Commercial Ever ndash Beer amp Porn perrycomo92882 1133713
Bud Light ldquoCut The Cheeserdquo secret TV spot not on Super Bowl razzledog 737928
TOTAL 15654689
Source YouTube April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 74
Alcohol Brands on Twitter
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 75
Tweets Driving Purchase Intent
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 76
Tweets Driving Traffic to Other Social Media Content
Last month Tennessee-based distillery Jack Danielrsquos 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
Marjorie Dufek interactive marketing director at Brown Forman said Twitter reported ldquosignificantly higher than averagerdquo engagement rates for the campaign as well as greater use of the brand name within tweets than its advertisers usually experience
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
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
Marshall J (2011 May 3) Jack Danielrsquos Is First Spirits Brand to Buy Twitter Ads ClickZ Retrieved from httpwwwclickzcomclickznews2046786jack-daniels-spirits-brand-twitter-ads
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 77
ldquoThe advantage for us is that people see Jack Danielrsquos as a friend itrsquos a very social brand by nature We have an unprecedented opportunity to have real conversations with our consumers via social mediardquo
Marjorie Dufek Brown Forman
Jack Daniels Is First Spirits Brand to Buy
Twitter Ads
Paid Advertising on Twitter
Photo Credit ndash Fan Photo on Jack Daniels Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 78
Direct Impressions Generated by Alcohol Brands on Twitter
of Tweets Following Followers Estimated Impressions
Pabst Blue Ribbon 4543 349 1754 3984211
Smirnoff 2048 16631 15140 15503360
Stolichnaya 1590 1642 1857 1476315
HPNOTIQ 1460 1775 893 651890
Skyy Vodka 851 387 2057 875254
Bacardi 569 17985 20451 5818310
Bacon Vodka 436 2044 3577 779786
Dolce Touch Vodka 407 1512 1655 336793
Don Q Rum 353 1617 1322 233333
Absolut Vodka 288 327 1531 220464
TOTAL 12545 44179 48483 29879715
Based on linear follower growth
Source Twitter February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 79
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Hour
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 80
Smirnoff Photo Albums on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81
42888 Image Results for ldquoBud Lightrdquo on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 63
Thousands of User-Generated Alcohol Brand-Oriented Events
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 64
YouTube Demographics
Heineken Aims Its Ads at Young Digital Devotees
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 ldquoOpen your worldrdquo made its way onto TV in about 30 countries three months later but not before being viewed frequently online
ldquoThe Daterdquo has a different cast from ldquoThe Entrancerdquo and the plots diverge The new spot is about a young man on a wild date and the previous one is about a young manrsquos show-stopping arrival at a wild party
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 ndash or in place of ndash traditional means
This is particularly true for a beer brand like Heineken Its intended target audience is men ages 18 or 21 (depending on a countryrsquos legal minimum drinking age) to 34hellipMaking that even more appropriate for Heineken is a goal to reach a subset of younger men who are ldquoworldly cosmopolitanrdquo Mr Nasard said who ldquoover-index in Internet usagerdquo
Elliott S (2011 May 25) Heineken Aims Its Ads at Young Digital Devotees The New York Times Retrieved from httpwwwnytimescom20110526businessmedia26adcohtml
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 65
Heineken Targets Youth Viewers on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 66
Alcohol Brand Channels on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 67
How Many People Are Visiting Alcohol Brand Channels
of Videos Channel Views Upload Views
Malibu Rum 43 13962 153114
Absolut Vodka 39 1299817 3757718
Grey Goose Vodka 33 44118 383600
Heineken USA 21 119931 381953
Bacardi Superior 14 250493 206017
Captain Morgan 13 575040 603057
Smirnoff 12 279708 456692
Bud Light 5 26665 2679065
TOTAL 180 2609734 8621216
Source YouTube February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 68
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaign
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 69
Absolut Vodka ndash Advertising as Content
This Pornrsquos for You Budweiserrsquos Racy Web Ad
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 theyre being lauded for it
Last year Budweisers 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
Luscombe B (2009 June 4) This Pornrsquos for You Budweiserrsquos Racy Web Ad Time Retrieved from httpwwwtimecomtimeartsarticle08599190242000html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 70
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Swear Jar
Best Budlight Commercial Ever ndash Beer amp Porn
>
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 71
Bud Light Videos Shared on Blogs
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 72
Bud Light Videos Shared on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 73
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Title Username Views
Bud Light Super Bowl Commercial Too Racy for TV 1togrowon 3276358
Bud Light Super Bowl Commercial Too Controversial for TV 1togrowon 3108084
Best Budlight Commercial Ever ndash Beer amp Porn perrycomo92882 1133713
Bud Light ldquoCut The Cheeserdquo secret TV spot not on Super Bowl razzledog 737928
TOTAL 15654689
Source YouTube April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 74
Alcohol Brands on Twitter
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 75
Tweets Driving Purchase Intent
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 76
Tweets Driving Traffic to Other Social Media Content
Last month Tennessee-based distillery Jack Danielrsquos 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
Marjorie Dufek interactive marketing director at Brown Forman said Twitter reported ldquosignificantly higher than averagerdquo engagement rates for the campaign as well as greater use of the brand name within tweets than its advertisers usually experience
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
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
Marshall J (2011 May 3) Jack Danielrsquos Is First Spirits Brand to Buy Twitter Ads ClickZ Retrieved from httpwwwclickzcomclickznews2046786jack-daniels-spirits-brand-twitter-ads
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 77
ldquoThe advantage for us is that people see Jack Danielrsquos as a friend itrsquos a very social brand by nature We have an unprecedented opportunity to have real conversations with our consumers via social mediardquo
Marjorie Dufek Brown Forman
Jack Daniels Is First Spirits Brand to Buy
Twitter Ads
Paid Advertising on Twitter
Photo Credit ndash Fan Photo on Jack Daniels Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 78
Direct Impressions Generated by Alcohol Brands on Twitter
of Tweets Following Followers Estimated Impressions
Pabst Blue Ribbon 4543 349 1754 3984211
Smirnoff 2048 16631 15140 15503360
Stolichnaya 1590 1642 1857 1476315
HPNOTIQ 1460 1775 893 651890
Skyy Vodka 851 387 2057 875254
Bacardi 569 17985 20451 5818310
Bacon Vodka 436 2044 3577 779786
Dolce Touch Vodka 407 1512 1655 336793
Don Q Rum 353 1617 1322 233333
Absolut Vodka 288 327 1531 220464
TOTAL 12545 44179 48483 29879715
Based on linear follower growth
Source Twitter February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 79
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Hour
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 80
Smirnoff Photo Albums on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81
42888 Image Results for ldquoBud Lightrdquo on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 64
YouTube Demographics
Heineken Aims Its Ads at Young Digital Devotees
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 ldquoOpen your worldrdquo made its way onto TV in about 30 countries three months later but not before being viewed frequently online
ldquoThe Daterdquo has a different cast from ldquoThe Entrancerdquo and the plots diverge The new spot is about a young man on a wild date and the previous one is about a young manrsquos show-stopping arrival at a wild party
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 ndash or in place of ndash traditional means
This is particularly true for a beer brand like Heineken Its intended target audience is men ages 18 or 21 (depending on a countryrsquos legal minimum drinking age) to 34hellipMaking that even more appropriate for Heineken is a goal to reach a subset of younger men who are ldquoworldly cosmopolitanrdquo Mr Nasard said who ldquoover-index in Internet usagerdquo
Elliott S (2011 May 25) Heineken Aims Its Ads at Young Digital Devotees The New York Times Retrieved from httpwwwnytimescom20110526businessmedia26adcohtml
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 65
Heineken Targets Youth Viewers on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 66
Alcohol Brand Channels on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 67
How Many People Are Visiting Alcohol Brand Channels
of Videos Channel Views Upload Views
Malibu Rum 43 13962 153114
Absolut Vodka 39 1299817 3757718
Grey Goose Vodka 33 44118 383600
Heineken USA 21 119931 381953
Bacardi Superior 14 250493 206017
Captain Morgan 13 575040 603057
Smirnoff 12 279708 456692
Bud Light 5 26665 2679065
TOTAL 180 2609734 8621216
Source YouTube February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 68
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaign
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 69
Absolut Vodka ndash Advertising as Content
This Pornrsquos for You Budweiserrsquos Racy Web Ad
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 theyre being lauded for it
Last year Budweisers 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
Luscombe B (2009 June 4) This Pornrsquos for You Budweiserrsquos Racy Web Ad Time Retrieved from httpwwwtimecomtimeartsarticle08599190242000html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 70
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Swear Jar
Best Budlight Commercial Ever ndash Beer amp Porn
>
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 71
Bud Light Videos Shared on Blogs
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 72
Bud Light Videos Shared on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 73
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Title Username Views
Bud Light Super Bowl Commercial Too Racy for TV 1togrowon 3276358
Bud Light Super Bowl Commercial Too Controversial for TV 1togrowon 3108084
Best Budlight Commercial Ever ndash Beer amp Porn perrycomo92882 1133713
Bud Light ldquoCut The Cheeserdquo secret TV spot not on Super Bowl razzledog 737928
TOTAL 15654689
Source YouTube April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 74
Alcohol Brands on Twitter
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 75
Tweets Driving Purchase Intent
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 76
Tweets Driving Traffic to Other Social Media Content
Last month Tennessee-based distillery Jack Danielrsquos 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
Marjorie Dufek interactive marketing director at Brown Forman said Twitter reported ldquosignificantly higher than averagerdquo engagement rates for the campaign as well as greater use of the brand name within tweets than its advertisers usually experience
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
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
Marshall J (2011 May 3) Jack Danielrsquos Is First Spirits Brand to Buy Twitter Ads ClickZ Retrieved from httpwwwclickzcomclickznews2046786jack-daniels-spirits-brand-twitter-ads
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 77
ldquoThe advantage for us is that people see Jack Danielrsquos as a friend itrsquos a very social brand by nature We have an unprecedented opportunity to have real conversations with our consumers via social mediardquo
Marjorie Dufek Brown Forman
Jack Daniels Is First Spirits Brand to Buy
Twitter Ads
Paid Advertising on Twitter
Photo Credit ndash Fan Photo on Jack Daniels Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 78
Direct Impressions Generated by Alcohol Brands on Twitter
of Tweets Following Followers Estimated Impressions
Pabst Blue Ribbon 4543 349 1754 3984211
Smirnoff 2048 16631 15140 15503360
Stolichnaya 1590 1642 1857 1476315
HPNOTIQ 1460 1775 893 651890
Skyy Vodka 851 387 2057 875254
Bacardi 569 17985 20451 5818310
Bacon Vodka 436 2044 3577 779786
Dolce Touch Vodka 407 1512 1655 336793
Don Q Rum 353 1617 1322 233333
Absolut Vodka 288 327 1531 220464
TOTAL 12545 44179 48483 29879715
Based on linear follower growth
Source Twitter February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 79
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Hour
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 80
Smirnoff Photo Albums on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81
42888 Image Results for ldquoBud Lightrdquo on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
Heineken Aims Its Ads at Young Digital Devotees
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 ldquoOpen your worldrdquo made its way onto TV in about 30 countries three months later but not before being viewed frequently online
ldquoThe Daterdquo has a different cast from ldquoThe Entrancerdquo and the plots diverge The new spot is about a young man on a wild date and the previous one is about a young manrsquos show-stopping arrival at a wild party
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 ndash or in place of ndash traditional means
This is particularly true for a beer brand like Heineken Its intended target audience is men ages 18 or 21 (depending on a countryrsquos legal minimum drinking age) to 34hellipMaking that even more appropriate for Heineken is a goal to reach a subset of younger men who are ldquoworldly cosmopolitanrdquo Mr Nasard said who ldquoover-index in Internet usagerdquo
Elliott S (2011 May 25) Heineken Aims Its Ads at Young Digital Devotees The New York Times Retrieved from httpwwwnytimescom20110526businessmedia26adcohtml
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 65
Heineken Targets Youth Viewers on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 66
Alcohol Brand Channels on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 67
How Many People Are Visiting Alcohol Brand Channels
of Videos Channel Views Upload Views
Malibu Rum 43 13962 153114
Absolut Vodka 39 1299817 3757718
Grey Goose Vodka 33 44118 383600
Heineken USA 21 119931 381953
Bacardi Superior 14 250493 206017
Captain Morgan 13 575040 603057
Smirnoff 12 279708 456692
Bud Light 5 26665 2679065
TOTAL 180 2609734 8621216
Source YouTube February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 68
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaign
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 69
Absolut Vodka ndash Advertising as Content
This Pornrsquos for You Budweiserrsquos Racy Web Ad
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 theyre being lauded for it
Last year Budweisers 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
Luscombe B (2009 June 4) This Pornrsquos for You Budweiserrsquos Racy Web Ad Time Retrieved from httpwwwtimecomtimeartsarticle08599190242000html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 70
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Swear Jar
Best Budlight Commercial Ever ndash Beer amp Porn
>
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 71
Bud Light Videos Shared on Blogs
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 72
Bud Light Videos Shared on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 73
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Title Username Views
Bud Light Super Bowl Commercial Too Racy for TV 1togrowon 3276358
Bud Light Super Bowl Commercial Too Controversial for TV 1togrowon 3108084
Best Budlight Commercial Ever ndash Beer amp Porn perrycomo92882 1133713
Bud Light ldquoCut The Cheeserdquo secret TV spot not on Super Bowl razzledog 737928
TOTAL 15654689
Source YouTube April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 74
Alcohol Brands on Twitter
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 75
Tweets Driving Purchase Intent
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 76
Tweets Driving Traffic to Other Social Media Content
Last month Tennessee-based distillery Jack Danielrsquos 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
Marjorie Dufek interactive marketing director at Brown Forman said Twitter reported ldquosignificantly higher than averagerdquo engagement rates for the campaign as well as greater use of the brand name within tweets than its advertisers usually experience
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
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
Marshall J (2011 May 3) Jack Danielrsquos Is First Spirits Brand to Buy Twitter Ads ClickZ Retrieved from httpwwwclickzcomclickznews2046786jack-daniels-spirits-brand-twitter-ads
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 77
ldquoThe advantage for us is that people see Jack Danielrsquos as a friend itrsquos a very social brand by nature We have an unprecedented opportunity to have real conversations with our consumers via social mediardquo
Marjorie Dufek Brown Forman
Jack Daniels Is First Spirits Brand to Buy
Twitter Ads
Paid Advertising on Twitter
Photo Credit ndash Fan Photo on Jack Daniels Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 78
Direct Impressions Generated by Alcohol Brands on Twitter
of Tweets Following Followers Estimated Impressions
Pabst Blue Ribbon 4543 349 1754 3984211
Smirnoff 2048 16631 15140 15503360
Stolichnaya 1590 1642 1857 1476315
HPNOTIQ 1460 1775 893 651890
Skyy Vodka 851 387 2057 875254
Bacardi 569 17985 20451 5818310
Bacon Vodka 436 2044 3577 779786
Dolce Touch Vodka 407 1512 1655 336793
Don Q Rum 353 1617 1322 233333
Absolut Vodka 288 327 1531 220464
TOTAL 12545 44179 48483 29879715
Based on linear follower growth
Source Twitter February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 79
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Hour
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 80
Smirnoff Photo Albums on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81
42888 Image Results for ldquoBud Lightrdquo on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 66
Alcohol Brand Channels on YouTube
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 67
How Many People Are Visiting Alcohol Brand Channels
of Videos Channel Views Upload Views
Malibu Rum 43 13962 153114
Absolut Vodka 39 1299817 3757718
Grey Goose Vodka 33 44118 383600
Heineken USA 21 119931 381953
Bacardi Superior 14 250493 206017
Captain Morgan 13 575040 603057
Smirnoff 12 279708 456692
Bud Light 5 26665 2679065
TOTAL 180 2609734 8621216
Source YouTube February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 68
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaign
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 69
Absolut Vodka ndash Advertising as Content
This Pornrsquos for You Budweiserrsquos Racy Web Ad
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 theyre being lauded for it
Last year Budweisers 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
Luscombe B (2009 June 4) This Pornrsquos for You Budweiserrsquos Racy Web Ad Time Retrieved from httpwwwtimecomtimeartsarticle08599190242000html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 70
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Swear Jar
Best Budlight Commercial Ever ndash Beer amp Porn
>
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 71
Bud Light Videos Shared on Blogs
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 72
Bud Light Videos Shared on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 73
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Title Username Views
Bud Light Super Bowl Commercial Too Racy for TV 1togrowon 3276358
Bud Light Super Bowl Commercial Too Controversial for TV 1togrowon 3108084
Best Budlight Commercial Ever ndash Beer amp Porn perrycomo92882 1133713
Bud Light ldquoCut The Cheeserdquo secret TV spot not on Super Bowl razzledog 737928
TOTAL 15654689
Source YouTube April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 74
Alcohol Brands on Twitter
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 75
Tweets Driving Purchase Intent
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 76
Tweets Driving Traffic to Other Social Media Content
Last month Tennessee-based distillery Jack Danielrsquos 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
Marjorie Dufek interactive marketing director at Brown Forman said Twitter reported ldquosignificantly higher than averagerdquo engagement rates for the campaign as well as greater use of the brand name within tweets than its advertisers usually experience
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
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
Marshall J (2011 May 3) Jack Danielrsquos Is First Spirits Brand to Buy Twitter Ads ClickZ Retrieved from httpwwwclickzcomclickznews2046786jack-daniels-spirits-brand-twitter-ads
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 77
ldquoThe advantage for us is that people see Jack Danielrsquos as a friend itrsquos a very social brand by nature We have an unprecedented opportunity to have real conversations with our consumers via social mediardquo
Marjorie Dufek Brown Forman
Jack Daniels Is First Spirits Brand to Buy
Twitter Ads
Paid Advertising on Twitter
Photo Credit ndash Fan Photo on Jack Daniels Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 78
Direct Impressions Generated by Alcohol Brands on Twitter
of Tweets Following Followers Estimated Impressions
Pabst Blue Ribbon 4543 349 1754 3984211
Smirnoff 2048 16631 15140 15503360
Stolichnaya 1590 1642 1857 1476315
HPNOTIQ 1460 1775 893 651890
Skyy Vodka 851 387 2057 875254
Bacardi 569 17985 20451 5818310
Bacon Vodka 436 2044 3577 779786
Dolce Touch Vodka 407 1512 1655 336793
Don Q Rum 353 1617 1322 233333
Absolut Vodka 288 327 1531 220464
TOTAL 12545 44179 48483 29879715
Based on linear follower growth
Source Twitter February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 79
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Hour
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 80
Smirnoff Photo Albums on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81
42888 Image Results for ldquoBud Lightrdquo on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 67
How Many People Are Visiting Alcohol Brand Channels
of Videos Channel Views Upload Views
Malibu Rum 43 13962 153114
Absolut Vodka 39 1299817 3757718
Grey Goose Vodka 33 44118 383600
Heineken USA 21 119931 381953
Bacardi Superior 14 250493 206017
Captain Morgan 13 575040 603057
Smirnoff 12 279708 456692
Bud Light 5 26665 2679065
TOTAL 180 2609734 8621216
Source YouTube February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 68
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaign
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 69
Absolut Vodka ndash Advertising as Content
This Pornrsquos for You Budweiserrsquos Racy Web Ad
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 theyre being lauded for it
Last year Budweisers 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
Luscombe B (2009 June 4) This Pornrsquos for You Budweiserrsquos Racy Web Ad Time Retrieved from httpwwwtimecomtimeartsarticle08599190242000html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 70
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Swear Jar
Best Budlight Commercial Ever ndash Beer amp Porn
>
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 71
Bud Light Videos Shared on Blogs
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 72
Bud Light Videos Shared on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 73
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Title Username Views
Bud Light Super Bowl Commercial Too Racy for TV 1togrowon 3276358
Bud Light Super Bowl Commercial Too Controversial for TV 1togrowon 3108084
Best Budlight Commercial Ever ndash Beer amp Porn perrycomo92882 1133713
Bud Light ldquoCut The Cheeserdquo secret TV spot not on Super Bowl razzledog 737928
TOTAL 15654689
Source YouTube April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 74
Alcohol Brands on Twitter
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 75
Tweets Driving Purchase Intent
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 76
Tweets Driving Traffic to Other Social Media Content
Last month Tennessee-based distillery Jack Danielrsquos 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
Marjorie Dufek interactive marketing director at Brown Forman said Twitter reported ldquosignificantly higher than averagerdquo engagement rates for the campaign as well as greater use of the brand name within tweets than its advertisers usually experience
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
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
Marshall J (2011 May 3) Jack Danielrsquos Is First Spirits Brand to Buy Twitter Ads ClickZ Retrieved from httpwwwclickzcomclickznews2046786jack-daniels-spirits-brand-twitter-ads
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 77
ldquoThe advantage for us is that people see Jack Danielrsquos as a friend itrsquos a very social brand by nature We have an unprecedented opportunity to have real conversations with our consumers via social mediardquo
Marjorie Dufek Brown Forman
Jack Daniels Is First Spirits Brand to Buy
Twitter Ads
Paid Advertising on Twitter
Photo Credit ndash Fan Photo on Jack Daniels Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 78
Direct Impressions Generated by Alcohol Brands on Twitter
of Tweets Following Followers Estimated Impressions
Pabst Blue Ribbon 4543 349 1754 3984211
Smirnoff 2048 16631 15140 15503360
Stolichnaya 1590 1642 1857 1476315
HPNOTIQ 1460 1775 893 651890
Skyy Vodka 851 387 2057 875254
Bacardi 569 17985 20451 5818310
Bacon Vodka 436 2044 3577 779786
Dolce Touch Vodka 407 1512 1655 336793
Don Q Rum 353 1617 1322 233333
Absolut Vodka 288 327 1531 220464
TOTAL 12545 44179 48483 29879715
Based on linear follower growth
Source Twitter February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 79
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Hour
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 80
Smirnoff Photo Albums on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81
42888 Image Results for ldquoBud Lightrdquo on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 68
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaign
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 69
Absolut Vodka ndash Advertising as Content
This Pornrsquos for You Budweiserrsquos Racy Web Ad
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 theyre being lauded for it
Last year Budweisers 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
Luscombe B (2009 June 4) This Pornrsquos for You Budweiserrsquos Racy Web Ad Time Retrieved from httpwwwtimecomtimeartsarticle08599190242000html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 70
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Swear Jar
Best Budlight Commercial Ever ndash Beer amp Porn
>
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 71
Bud Light Videos Shared on Blogs
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 72
Bud Light Videos Shared on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 73
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Title Username Views
Bud Light Super Bowl Commercial Too Racy for TV 1togrowon 3276358
Bud Light Super Bowl Commercial Too Controversial for TV 1togrowon 3108084
Best Budlight Commercial Ever ndash Beer amp Porn perrycomo92882 1133713
Bud Light ldquoCut The Cheeserdquo secret TV spot not on Super Bowl razzledog 737928
TOTAL 15654689
Source YouTube April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 74
Alcohol Brands on Twitter
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 75
Tweets Driving Purchase Intent
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 76
Tweets Driving Traffic to Other Social Media Content
Last month Tennessee-based distillery Jack Danielrsquos 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
Marjorie Dufek interactive marketing director at Brown Forman said Twitter reported ldquosignificantly higher than averagerdquo engagement rates for the campaign as well as greater use of the brand name within tweets than its advertisers usually experience
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
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
Marshall J (2011 May 3) Jack Danielrsquos Is First Spirits Brand to Buy Twitter Ads ClickZ Retrieved from httpwwwclickzcomclickznews2046786jack-daniels-spirits-brand-twitter-ads
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 77
ldquoThe advantage for us is that people see Jack Danielrsquos as a friend itrsquos a very social brand by nature We have an unprecedented opportunity to have real conversations with our consumers via social mediardquo
Marjorie Dufek Brown Forman
Jack Daniels Is First Spirits Brand to Buy
Twitter Ads
Paid Advertising on Twitter
Photo Credit ndash Fan Photo on Jack Daniels Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 78
Direct Impressions Generated by Alcohol Brands on Twitter
of Tweets Following Followers Estimated Impressions
Pabst Blue Ribbon 4543 349 1754 3984211
Smirnoff 2048 16631 15140 15503360
Stolichnaya 1590 1642 1857 1476315
HPNOTIQ 1460 1775 893 651890
Skyy Vodka 851 387 2057 875254
Bacardi 569 17985 20451 5818310
Bacon Vodka 436 2044 3577 779786
Dolce Touch Vodka 407 1512 1655 336793
Don Q Rum 353 1617 1322 233333
Absolut Vodka 288 327 1531 220464
TOTAL 12545 44179 48483 29879715
Based on linear follower growth
Source Twitter February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 79
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Hour
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 80
Smirnoff Photo Albums on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81
42888 Image Results for ldquoBud Lightrdquo on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 69
Absolut Vodka ndash Advertising as Content
This Pornrsquos for You Budweiserrsquos Racy Web Ad
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 theyre being lauded for it
Last year Budweisers 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
Luscombe B (2009 June 4) This Pornrsquos for You Budweiserrsquos Racy Web Ad Time Retrieved from httpwwwtimecomtimeartsarticle08599190242000html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 70
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Swear Jar
Best Budlight Commercial Ever ndash Beer amp Porn
>
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 71
Bud Light Videos Shared on Blogs
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 72
Bud Light Videos Shared on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 73
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Title Username Views
Bud Light Super Bowl Commercial Too Racy for TV 1togrowon 3276358
Bud Light Super Bowl Commercial Too Controversial for TV 1togrowon 3108084
Best Budlight Commercial Ever ndash Beer amp Porn perrycomo92882 1133713
Bud Light ldquoCut The Cheeserdquo secret TV spot not on Super Bowl razzledog 737928
TOTAL 15654689
Source YouTube April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 74
Alcohol Brands on Twitter
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 75
Tweets Driving Purchase Intent
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 76
Tweets Driving Traffic to Other Social Media Content
Last month Tennessee-based distillery Jack Danielrsquos 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
Marjorie Dufek interactive marketing director at Brown Forman said Twitter reported ldquosignificantly higher than averagerdquo engagement rates for the campaign as well as greater use of the brand name within tweets than its advertisers usually experience
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
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
Marshall J (2011 May 3) Jack Danielrsquos Is First Spirits Brand to Buy Twitter Ads ClickZ Retrieved from httpwwwclickzcomclickznews2046786jack-daniels-spirits-brand-twitter-ads
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 77
ldquoThe advantage for us is that people see Jack Danielrsquos as a friend itrsquos a very social brand by nature We have an unprecedented opportunity to have real conversations with our consumers via social mediardquo
Marjorie Dufek Brown Forman
Jack Daniels Is First Spirits Brand to Buy
Twitter Ads
Paid Advertising on Twitter
Photo Credit ndash Fan Photo on Jack Daniels Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 78
Direct Impressions Generated by Alcohol Brands on Twitter
of Tweets Following Followers Estimated Impressions
Pabst Blue Ribbon 4543 349 1754 3984211
Smirnoff 2048 16631 15140 15503360
Stolichnaya 1590 1642 1857 1476315
HPNOTIQ 1460 1775 893 651890
Skyy Vodka 851 387 2057 875254
Bacardi 569 17985 20451 5818310
Bacon Vodka 436 2044 3577 779786
Dolce Touch Vodka 407 1512 1655 336793
Don Q Rum 353 1617 1322 233333
Absolut Vodka 288 327 1531 220464
TOTAL 12545 44179 48483 29879715
Based on linear follower growth
Source Twitter February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 79
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Hour
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 80
Smirnoff Photo Albums on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81
42888 Image Results for ldquoBud Lightrdquo on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
This Pornrsquos for You Budweiserrsquos Racy Web Ad
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 theyre being lauded for it
Last year Budweisers 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
Luscombe B (2009 June 4) This Pornrsquos for You Budweiserrsquos Racy Web Ad Time Retrieved from httpwwwtimecomtimeartsarticle08599190242000html
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 70
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Swear Jar
Best Budlight Commercial Ever ndash Beer amp Porn
>
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 71
Bud Light Videos Shared on Blogs
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 72
Bud Light Videos Shared on Facebook
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 73
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Title Username Views
Bud Light Super Bowl Commercial Too Racy for TV 1togrowon 3276358
Bud Light Super Bowl Commercial Too Controversial for TV 1togrowon 3108084
Best Budlight Commercial Ever ndash Beer amp Porn perrycomo92882 1133713
Bud Light ldquoCut The Cheeserdquo secret TV spot not on Super Bowl razzledog 737928
TOTAL 15654689
Source YouTube April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 74
Alcohol Brands on Twitter
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 75
Tweets Driving Purchase Intent
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 76
Tweets Driving Traffic to Other Social Media Content
Last month Tennessee-based distillery Jack Danielrsquos 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
Marjorie Dufek interactive marketing director at Brown Forman said Twitter reported ldquosignificantly higher than averagerdquo engagement rates for the campaign as well as greater use of the brand name within tweets than its advertisers usually experience
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
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
Marshall J (2011 May 3) Jack Danielrsquos Is First Spirits Brand to Buy Twitter Ads ClickZ Retrieved from httpwwwclickzcomclickznews2046786jack-daniels-spirits-brand-twitter-ads
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 77
ldquoThe advantage for us is that people see Jack Danielrsquos as a friend itrsquos a very social brand by nature We have an unprecedented opportunity to have real conversations with our consumers via social mediardquo
Marjorie Dufek Brown Forman
Jack Daniels Is First Spirits Brand to Buy
Twitter Ads
Paid Advertising on Twitter
Photo Credit ndash Fan Photo on Jack Daniels Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 78
Direct Impressions Generated by Alcohol Brands on Twitter
of Tweets Following Followers Estimated Impressions
Pabst Blue Ribbon 4543 349 1754 3984211
Smirnoff 2048 16631 15140 15503360
Stolichnaya 1590 1642 1857 1476315
HPNOTIQ 1460 1775 893 651890
Skyy Vodka 851 387 2057 875254
Bacardi 569 17985 20451 5818310
Bacon Vodka 436 2044 3577 779786
Dolce Touch Vodka 407 1512 1655 336793
Don Q Rum 353 1617 1322 233333
Absolut Vodka 288 327 1531 220464
TOTAL 12545 44179 48483 29879715
Based on linear follower growth
Source Twitter February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 79
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Hour
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 80
Smirnoff Photo Albums on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81
42888 Image Results for ldquoBud Lightrdquo on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
Best Budlight Commercial Ever ndash Beer amp Porn perrycomo92882 1133713
Bud Light ldquoCut The Cheeserdquo secret TV spot not on Super Bowl razzledog 737928
TOTAL 15654689
Source YouTube April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 74
Alcohol Brands on Twitter
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 75
Tweets Driving Purchase Intent
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 76
Tweets Driving Traffic to Other Social Media Content
Last month Tennessee-based distillery Jack Danielrsquos 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
Marjorie Dufek interactive marketing director at Brown Forman said Twitter reported ldquosignificantly higher than averagerdquo engagement rates for the campaign as well as greater use of the brand name within tweets than its advertisers usually experience
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
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
Marshall J (2011 May 3) Jack Danielrsquos Is First Spirits Brand to Buy Twitter Ads ClickZ Retrieved from httpwwwclickzcomclickznews2046786jack-daniels-spirits-brand-twitter-ads
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 77
ldquoThe advantage for us is that people see Jack Danielrsquos as a friend itrsquos a very social brand by nature We have an unprecedented opportunity to have real conversations with our consumers via social mediardquo
Marjorie Dufek Brown Forman
Jack Daniels Is First Spirits Brand to Buy
Twitter Ads
Paid Advertising on Twitter
Photo Credit ndash Fan Photo on Jack Daniels Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 78
Direct Impressions Generated by Alcohol Brands on Twitter
of Tweets Following Followers Estimated Impressions
Pabst Blue Ribbon 4543 349 1754 3984211
Smirnoff 2048 16631 15140 15503360
Stolichnaya 1590 1642 1857 1476315
HPNOTIQ 1460 1775 893 651890
Skyy Vodka 851 387 2057 875254
Bacardi 569 17985 20451 5818310
Bacon Vodka 436 2044 3577 779786
Dolce Touch Vodka 407 1512 1655 336793
Don Q Rum 353 1617 1322 233333
Absolut Vodka 288 327 1531 220464
TOTAL 12545 44179 48483 29879715
Based on linear follower growth
Source Twitter February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 79
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Hour
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 80
Smirnoff Photo Albums on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81
42888 Image Results for ldquoBud Lightrdquo on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
Best Budlight Commercial Ever ndash Beer amp Porn perrycomo92882 1133713
Bud Light ldquoCut The Cheeserdquo secret TV spot not on Super Bowl razzledog 737928
TOTAL 15654689
Source YouTube April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 74
Alcohol Brands on Twitter
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 75
Tweets Driving Purchase Intent
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 76
Tweets Driving Traffic to Other Social Media Content
Last month Tennessee-based distillery Jack Danielrsquos 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
Marjorie Dufek interactive marketing director at Brown Forman said Twitter reported ldquosignificantly higher than averagerdquo engagement rates for the campaign as well as greater use of the brand name within tweets than its advertisers usually experience
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
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
Marshall J (2011 May 3) Jack Danielrsquos Is First Spirits Brand to Buy Twitter Ads ClickZ Retrieved from httpwwwclickzcomclickznews2046786jack-daniels-spirits-brand-twitter-ads
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 77
ldquoThe advantage for us is that people see Jack Danielrsquos as a friend itrsquos a very social brand by nature We have an unprecedented opportunity to have real conversations with our consumers via social mediardquo
Marjorie Dufek Brown Forman
Jack Daniels Is First Spirits Brand to Buy
Twitter Ads
Paid Advertising on Twitter
Photo Credit ndash Fan Photo on Jack Daniels Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 78
Direct Impressions Generated by Alcohol Brands on Twitter
of Tweets Following Followers Estimated Impressions
Pabst Blue Ribbon 4543 349 1754 3984211
Smirnoff 2048 16631 15140 15503360
Stolichnaya 1590 1642 1857 1476315
HPNOTIQ 1460 1775 893 651890
Skyy Vodka 851 387 2057 875254
Bacardi 569 17985 20451 5818310
Bacon Vodka 436 2044 3577 779786
Dolce Touch Vodka 407 1512 1655 336793
Don Q Rum 353 1617 1322 233333
Absolut Vodka 288 327 1531 220464
TOTAL 12545 44179 48483 29879715
Based on linear follower growth
Source Twitter February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 79
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Hour
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 80
Smirnoff Photo Albums on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81
42888 Image Results for ldquoBud Lightrdquo on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
Best Budlight Commercial Ever ndash Beer amp Porn perrycomo92882 1133713
Bud Light ldquoCut The Cheeserdquo secret TV spot not on Super Bowl razzledog 737928
TOTAL 15654689
Source YouTube April 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 74
Alcohol Brands on Twitter
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 75
Tweets Driving Purchase Intent
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 76
Tweets Driving Traffic to Other Social Media Content
Last month Tennessee-based distillery Jack Danielrsquos 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
Marjorie Dufek interactive marketing director at Brown Forman said Twitter reported ldquosignificantly higher than averagerdquo engagement rates for the campaign as well as greater use of the brand name within tweets than its advertisers usually experience
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
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
Marshall J (2011 May 3) Jack Danielrsquos Is First Spirits Brand to Buy Twitter Ads ClickZ Retrieved from httpwwwclickzcomclickznews2046786jack-daniels-spirits-brand-twitter-ads
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 77
ldquoThe advantage for us is that people see Jack Danielrsquos as a friend itrsquos a very social brand by nature We have an unprecedented opportunity to have real conversations with our consumers via social mediardquo
Marjorie Dufek Brown Forman
Jack Daniels Is First Spirits Brand to Buy
Twitter Ads
Paid Advertising on Twitter
Photo Credit ndash Fan Photo on Jack Daniels Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 78
Direct Impressions Generated by Alcohol Brands on Twitter
of Tweets Following Followers Estimated Impressions
Pabst Blue Ribbon 4543 349 1754 3984211
Smirnoff 2048 16631 15140 15503360
Stolichnaya 1590 1642 1857 1476315
HPNOTIQ 1460 1775 893 651890
Skyy Vodka 851 387 2057 875254
Bacardi 569 17985 20451 5818310
Bacon Vodka 436 2044 3577 779786
Dolce Touch Vodka 407 1512 1655 336793
Don Q Rum 353 1617 1322 233333
Absolut Vodka 288 327 1531 220464
TOTAL 12545 44179 48483 29879715
Based on linear follower growth
Source Twitter February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 79
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Hour
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 80
Smirnoff Photo Albums on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81
42888 Image Results for ldquoBud Lightrdquo on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 74
Alcohol Brands on Twitter
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 75
Tweets Driving Purchase Intent
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 76
Tweets Driving Traffic to Other Social Media Content
Last month Tennessee-based distillery Jack Danielrsquos 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
Marjorie Dufek interactive marketing director at Brown Forman said Twitter reported ldquosignificantly higher than averagerdquo engagement rates for the campaign as well as greater use of the brand name within tweets than its advertisers usually experience
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
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
Marshall J (2011 May 3) Jack Danielrsquos Is First Spirits Brand to Buy Twitter Ads ClickZ Retrieved from httpwwwclickzcomclickznews2046786jack-daniels-spirits-brand-twitter-ads
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 77
ldquoThe advantage for us is that people see Jack Danielrsquos as a friend itrsquos a very social brand by nature We have an unprecedented opportunity to have real conversations with our consumers via social mediardquo
Marjorie Dufek Brown Forman
Jack Daniels Is First Spirits Brand to Buy
Twitter Ads
Paid Advertising on Twitter
Photo Credit ndash Fan Photo on Jack Daniels Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 78
Direct Impressions Generated by Alcohol Brands on Twitter
of Tweets Following Followers Estimated Impressions
Pabst Blue Ribbon 4543 349 1754 3984211
Smirnoff 2048 16631 15140 15503360
Stolichnaya 1590 1642 1857 1476315
HPNOTIQ 1460 1775 893 651890
Skyy Vodka 851 387 2057 875254
Bacardi 569 17985 20451 5818310
Bacon Vodka 436 2044 3577 779786
Dolce Touch Vodka 407 1512 1655 336793
Don Q Rum 353 1617 1322 233333
Absolut Vodka 288 327 1531 220464
TOTAL 12545 44179 48483 29879715
Based on linear follower growth
Source Twitter February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 79
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Hour
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 80
Smirnoff Photo Albums on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81
42888 Image Results for ldquoBud Lightrdquo on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 75
Tweets Driving Purchase Intent
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 76
Tweets Driving Traffic to Other Social Media Content
Last month Tennessee-based distillery Jack Danielrsquos 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
Marjorie Dufek interactive marketing director at Brown Forman said Twitter reported ldquosignificantly higher than averagerdquo engagement rates for the campaign as well as greater use of the brand name within tweets than its advertisers usually experience
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
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
Marshall J (2011 May 3) Jack Danielrsquos Is First Spirits Brand to Buy Twitter Ads ClickZ Retrieved from httpwwwclickzcomclickznews2046786jack-daniels-spirits-brand-twitter-ads
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 77
ldquoThe advantage for us is that people see Jack Danielrsquos as a friend itrsquos a very social brand by nature We have an unprecedented opportunity to have real conversations with our consumers via social mediardquo
Marjorie Dufek Brown Forman
Jack Daniels Is First Spirits Brand to Buy
Twitter Ads
Paid Advertising on Twitter
Photo Credit ndash Fan Photo on Jack Daniels Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 78
Direct Impressions Generated by Alcohol Brands on Twitter
of Tweets Following Followers Estimated Impressions
Pabst Blue Ribbon 4543 349 1754 3984211
Smirnoff 2048 16631 15140 15503360
Stolichnaya 1590 1642 1857 1476315
HPNOTIQ 1460 1775 893 651890
Skyy Vodka 851 387 2057 875254
Bacardi 569 17985 20451 5818310
Bacon Vodka 436 2044 3577 779786
Dolce Touch Vodka 407 1512 1655 336793
Don Q Rum 353 1617 1322 233333
Absolut Vodka 288 327 1531 220464
TOTAL 12545 44179 48483 29879715
Based on linear follower growth
Source Twitter February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 79
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Hour
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 80
Smirnoff Photo Albums on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81
42888 Image Results for ldquoBud Lightrdquo on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 76
Tweets Driving Traffic to Other Social Media Content
Last month Tennessee-based distillery Jack Danielrsquos 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
Marjorie Dufek interactive marketing director at Brown Forman said Twitter reported ldquosignificantly higher than averagerdquo engagement rates for the campaign as well as greater use of the brand name within tweets than its advertisers usually experience
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
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
Marshall J (2011 May 3) Jack Danielrsquos Is First Spirits Brand to Buy Twitter Ads ClickZ Retrieved from httpwwwclickzcomclickznews2046786jack-daniels-spirits-brand-twitter-ads
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 77
ldquoThe advantage for us is that people see Jack Danielrsquos as a friend itrsquos a very social brand by nature We have an unprecedented opportunity to have real conversations with our consumers via social mediardquo
Marjorie Dufek Brown Forman
Jack Daniels Is First Spirits Brand to Buy
Twitter Ads
Paid Advertising on Twitter
Photo Credit ndash Fan Photo on Jack Daniels Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 78
Direct Impressions Generated by Alcohol Brands on Twitter
of Tweets Following Followers Estimated Impressions
Pabst Blue Ribbon 4543 349 1754 3984211
Smirnoff 2048 16631 15140 15503360
Stolichnaya 1590 1642 1857 1476315
HPNOTIQ 1460 1775 893 651890
Skyy Vodka 851 387 2057 875254
Bacardi 569 17985 20451 5818310
Bacon Vodka 436 2044 3577 779786
Dolce Touch Vodka 407 1512 1655 336793
Don Q Rum 353 1617 1322 233333
Absolut Vodka 288 327 1531 220464
TOTAL 12545 44179 48483 29879715
Based on linear follower growth
Source Twitter February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 79
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Hour
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 80
Smirnoff Photo Albums on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81
42888 Image Results for ldquoBud Lightrdquo on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
Last month Tennessee-based distillery Jack Danielrsquos 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
Marjorie Dufek interactive marketing director at Brown Forman said Twitter reported ldquosignificantly higher than averagerdquo engagement rates for the campaign as well as greater use of the brand name within tweets than its advertisers usually experience
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
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
Marshall J (2011 May 3) Jack Danielrsquos Is First Spirits Brand to Buy Twitter Ads ClickZ Retrieved from httpwwwclickzcomclickznews2046786jack-daniels-spirits-brand-twitter-ads
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 77
ldquoThe advantage for us is that people see Jack Danielrsquos as a friend itrsquos a very social brand by nature We have an unprecedented opportunity to have real conversations with our consumers via social mediardquo
Marjorie Dufek Brown Forman
Jack Daniels Is First Spirits Brand to Buy
Twitter Ads
Paid Advertising on Twitter
Photo Credit ndash Fan Photo on Jack Daniels Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 78
Direct Impressions Generated by Alcohol Brands on Twitter
of Tweets Following Followers Estimated Impressions
Pabst Blue Ribbon 4543 349 1754 3984211
Smirnoff 2048 16631 15140 15503360
Stolichnaya 1590 1642 1857 1476315
HPNOTIQ 1460 1775 893 651890
Skyy Vodka 851 387 2057 875254
Bacardi 569 17985 20451 5818310
Bacon Vodka 436 2044 3577 779786
Dolce Touch Vodka 407 1512 1655 336793
Don Q Rum 353 1617 1322 233333
Absolut Vodka 288 327 1531 220464
TOTAL 12545 44179 48483 29879715
Based on linear follower growth
Source Twitter February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 79
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Hour
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 80
Smirnoff Photo Albums on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81
42888 Image Results for ldquoBud Lightrdquo on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 78
Direct Impressions Generated by Alcohol Brands on Twitter
of Tweets Following Followers Estimated Impressions
Pabst Blue Ribbon 4543 349 1754 3984211
Smirnoff 2048 16631 15140 15503360
Stolichnaya 1590 1642 1857 1476315
HPNOTIQ 1460 1775 893 651890
Skyy Vodka 851 387 2057 875254
Bacardi 569 17985 20451 5818310
Bacon Vodka 436 2044 3577 779786
Dolce Touch Vodka 407 1512 1655 336793
Don Q Rum 353 1617 1322 233333
Absolut Vodka 288 327 1531 220464
TOTAL 12545 44179 48483 29879715
Based on linear follower growth
Source Twitter February 2011
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 79
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Hour
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 80
Smirnoff Photo Albums on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81
42888 Image Results for ldquoBud Lightrdquo on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 79
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Hour
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 80
Smirnoff Photo Albums on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81
42888 Image Results for ldquoBud Lightrdquo on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 80
Smirnoff Photo Albums on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81
42888 Image Results for ldquoBud Lightrdquo on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 81
42888 Image Results for ldquoBud Lightrdquo on Flickr
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 82
646000 Results for ldquoBud Lightrdquo in Blogosphere
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 83
DrinkBudLightcom
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
DonQ Rum Goes All Social With New Campaign
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 propertyrsquos installed fan base When they answer correctly in the first quiz they will be directed to DonQcomMasterofAllSkillscom Once there they have to create a profile to finish the rest of the challenges
NotCotcom is the hub for the mixology-quiz part of the competition BuzzFeedcom is for the humor competition Foodspottingcom is the hub for the foodie competition a test on humanitarian activity will be at Goodcom CoolHuntingcom will house a culture battle Instructablescom will host the do-it-yourself part of the competition Pitchforkcom will be the music-competition venue technology tests will be hosted by Gizmodocom and a romance-savvy competition will be at OkCupidcom
Greenberg K (2011 January 25) DonQ Rum Goes All Social With New Campaign MediaPost News Retrieved from httpwwwmediapostcompublicationsart_aid=143542ampfa=ArticlesshowArticle
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 84
DonQ Social Media Campaign Across 9 Sites
Photo Credit ndash Fan Photo on DonQ Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 85
83 of Teens Own a Cell Phone by Age 17
Source Pew Research Center 2009
12 13 14 15 16 17
58
7376
7982 83
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 86
Coors Light 1st and Cold iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 87
Heineken Know The Signs Breathalyzer iPhone Application
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 88
Impact and Youth Exposure
Photo Credit ndash Fan Photo on Bud Light Facebook Page
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
The top 10 beer and distilled spirits brands on Facebook have accumulated 83 million fans This is more than the population of 39 US states
Fans of the top 10 beer and distilled spirits brands on Facebook are worth an estimated $30 million dollars to these brands annually
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
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 98305 ldquolikesrdquo and 25952 comments
These 10 alcohol brands have uploaded a total of 14760 photos and 363 videos to their Facebook pages
Fans of these alcohol brands have uploaded 8514 photos and 55 videos to the brand Facebook pages
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 89
Proliferation of Brand Followers and Content on Facebook
35603160 (239) of Facebookrsquos 148867700 users in the United States are between 13 and 20 years old
According to Consumer Reports of the 20 million minors who actively used Facebook in the past year 75 million ndash or more than one-third ndash were younger than 13 and not supposed to be able to use the site
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
8 alcohol brands on YouTube have uploaded a total of 180 videos to their brand channels generating 26 million channel views and 86 million upload views
This is not including ldquounofficialrdquo brand videos such as those for Bud Light which have generated 156 million views those for Smirnoff which have generated 62 million views and those for Absolut Vodka which have generated 38 million views
10 alcohol brands on Twitter have generated 299 million direct impressions
This is not including indirect impressions generated from re-tweets and user-generated brand-oriented tweets
Twitter has no restrictions based on age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 90
Viral Marketing on YouTube and Direct Impressions on Twitter
Bud Light Clothing Drive
Absolut Vodka Twitter Profile
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 91
Best Practices and Recommendations
Photo Credit ndash Fan Photo on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 92
Display Advertising Best Practice
BEST PRACTICEBeam Global Spirits amp Wine Inc adheres to a 75 LPA standard
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 93
Display Advertising Best Practice
BEST PRACTICEPandora collects your year of birth at sign up and does not display alcohol advertisements to individuals below the age of 21
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 94
Display Advertising Worst Practice
WORST PRACTICEPitchfork displays alcohol banner advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 95
Display Advertising Worst Practice
WORST PRACTICEHulu displays alcohol video advertisements without verifying visitor age
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 96
Distilled Spirit Brand Website Best Practice
BEST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 97
Distilled Spirit Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 98
Beer Brand Website Best Practice
BEST PRACTICEIf a visitor enters an age below the LPA the Heineken brand website stores this age and denies entry upon subsequent visits
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 99
Beer Brand Website Worst Practice
WORST PRACTICEIf 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
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 100
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEIf a visitor enters an age below the LPA the Mikersquos Hard Lemonade website takes no action allowing the visitor to immediately select different age and enter the site
>
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 101
Flavored Alcoholic Beverage Brand Website Worst Practice
WORST PRACTICEThe 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
>
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
BEST PRACTICES
Alcohol brand pages are not visible to individuals that state their age to be below 21
Alcohol display advertising is not visible to individuals that state their age to be below 21
Minors (Individuals below 18 years of age) are not able to change their age after signing up
WORST PRACTICES
Individuals between 18 and 20 can easily change their age thus allowing access to alcohol brand content
Alcohol-oriented andor brand-oriented user-generated content is accessible to all users
Alcohol brand-uploaded content contains repeated and egregious code violations
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 102
Facebook Best Practices
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
BEST PRACTICES
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
WORST PRACTICES
The age required to view restricted alcohol content is 18 not 21
Some alcohol brand content specifically the brand channels for Malibu Absolut Bacardi Captain Morgan and Smirnoff is accessible without signing in
ldquoUser-uploadedrdquo alcohol brand-oriented videos do not require visitors to sign in before viewing
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 103
YouTube Best Practices
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
BEST PRACTICES
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
Jack Danielrsquos promoted tweets each contain an age disclaimer stating that the messages are intended for individuals over the LPA
WORST PRACTICES
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
Twitter does not collect age at sign up and anyone can view alcohol brand pages and tweets
Most tweets do not contain an age disclaimer stating that they are intended for individuals over the LPA
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 104
Twitter Best Practices
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
BEST PRACTICES
Foursquare collects user age at sign up and does not allow users below the age of 21 to access alcohol brand content and promotions
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
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
WORST PRACTICES
The iTunes store contains a standard disclaimer for applications with alcohol content which states that ldquoYou must be at least 17 years old to download this applicationrdquo
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
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
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 105
Mobile Marketing Best Practices
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
THE FEDERAL COMMUNICATIONS
COMMISSION
THE FEDERAL TRADE
COMMISSION
PARENTS THE INDUSTRY
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 106
WHO IS MINDING THE STORE
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 107
Beer Institute Advertising and Marketing Code
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
Brand Photos from Miller Lite Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 108
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Brand photos on Captain Morgan Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 109
DISCUS Code of Responsible Practices
Accordingly advertising and marketing materials should not contain or depictbullsexually lewd or indecent images or language
Brand photo on Malibu Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 110
User-Generated Content
Photo Credit ndash Fan Photo on Jim Beam Facebook Page
ldquoFirst user-generated content of any kind ndash comments images videos and more ndash when placed on the websites of regulated industry companies immediately become marketing messages of said companyrdquo
Jason Falls Social Media Overseer Doe-Anderson
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 111
Beer Institute Advertising and Marketing Code
Beer advertising and marketing materials should not depict Santa Claus
Fan Photo on Bud Light Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 112
Beer Institute Advertising and Marketing Code
Fan photo from Bud Light Facebook Page Fan photo from Bud Light Lime Facebook Page
Advertising or marketing materials should avoid elements that appeal primarily to persons under the legal drinking age
In considering whether beer advertising and marketing materials appeal primarily to persons under the legal drinking age brewers should take into account the following elements among others
bull Cartoon characters
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 113
DISCUS Code of Responsible Practices
Driving while intoxicated is against the law Beverage alcohol advertising and marketing materials should not portray encourage or condone driving any motor vehicle while intoxicated
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 114
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not contain the name of or depict Santa Claus
Fan Photo on Hennessy Facebook Page
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 115
DISCUS Code of Responsible Practices
Beverage alcohol advertising and marketing materials should not depict a child or portray objects images or cartoon figures that primarily appeal to persons below the legal purchase age
Fan Photo on Malibu Facebook Page
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
BRAND WEBSITESbull Institute consistent and improved age verification process for all brand websites
DISPLAY ADVERTISINGbull Require brands to report all placements and expenditures to facilitate third-party review of compliance with LPA standard
bull Institute guidelines which require brands to advertise only on websites that collect visitor age and restrict alcohol content to individuals over the LPA
SOCIAL MEDIA MARKETINGbull Due to potential dangers of youth engagement with alcohol brands on social media platforms institute guidelines which require alcohol brands to only market on social media websites that collect visitor age and restrict alcohol content to individuals over the LPA
bull Require brands to report all social media accounts in order to facilitate third-party review of compliance with industry codes
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 116
Recommendations to Brands
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
FACEBOOKbull In order to address children lying about their age to join Facebook institute more stringent age verification process
bull Do not allow individuals between 18 and 20 years of age to change their date of birth
bull Address alcohol-related user-generated content in the Terms and Conditions and restrict access to this content by individuals below the LPA
bull Institute repeat offender policy for alcohol brand content which is accessible to individuals below the LPA
YOUTUBEbull Address alcohol-related content in Community Guidelines
bull Require login with age over LPA in order to access all alcohol-related content
TWITTERbull Collect age at sign up and restrict alcohol brand pages to individuals below the LPA
bull Address alcohol-related content in Terms and Conditions
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 117
Recommendations to Media
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
bull Radiobull African-American Youthbull Television 2001-2010 including local
market data
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 120
COMING CAMY PRODUCTS
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 121
Together we can make a difference - thank You
Digital Alcohol Marketing David Jernigan PhD and Kalyan Kanaka
CAMY Activities Exploratory Brand Scan
Digital Advertising Holds Great Promise
Dos Equis ldquoMost Interesting Man in the Worldrdquo Campaign
Alcohol Brands Are Increasing Their Digital Spends
Emerging Trend Alcohol Brands Shifting to Social Media
Teens and Young Adults Are the Heaviest Internet Users
Promotion of More Social Media Content on BACARDIcom
Bacardi Has 7 Facebook Pages With Over 700000 Fans
Facebook Integration on Other Brand Sites
Social Media is Growing in Popularity
Teens and Young Adults Most Likely To Be on a Social Network
Adolescent Computer Use Linked to Drinking
Facebook Features and Advertising Guidelines
Industry Codes Dictate 70 of Audience Must Be Above LPA
Facebook Demographics
Changing Your Age on Facebook (Video)
Facebook Youth Concerns
Youth on Smirnoff US Facebook Page
Youth on Smirnoff US Facebook Page (2)
Youth on Jim Beam Facebook Page
Youth on Captain Morgan USA Facebook Page
Youth on Captain Morgan USA Facebook Page (2)
Youth on Captain Morgan USA Facebook Page (3)
Youth on Captain Morgan USA Facebook Page (4)
Youth on Captain Morgan USA Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (6)
Youth on Captain Morgan USA Facebook Page (7)
Youth on Budweiser Facebook Page
Youth on Budweiser Facebook Page (2)
Youth on Budweiser Facebook Page (3)
Youth on Budweiser Facebook Page (4)
Youth on Budweiser Facebook Page (5)
Youth on Captain Morgan USA Facebook Page (8)
Facebook Alcohol Concerns
Facebook Privacy Concerns
Captain Morgan USA Brand Page on Facebook
Fan Recruitment and Permission Marketing
Number of Fans for Top Alcohol Brands on Facebook
Captain Morgan USA Brand Wall
Conversations With Joose
Conversations With Joose (continued)
Conversations With Joose (continued) (2)
Interactions on Alcohol Brand Walls in January 2011
Annual Value of Facebook Fans for Top Alcohol Brands
Brand-Uploaded Photo Albums on Captain Morgan USA Page
User-Uploaded Photos on Captain Morgan USA Page
Brand-Uploaded Videos on Captain Morgan USA Page
User-Uploaded Videos on Captain Morgan USA Page
Photos and Videos on Alcohol Brand Pages
Fan Photo on Bud Light Lime Facebook Page
Fan Photo on Bud Light Lime Facebook Page (2)
Brand-Uploaded Photo on Miller Lite Facebook Page
Brand-Uploaded Photo on Miller Lite Facebook Page (2)
Fan Photo on Jack Danielrsquos Facebook Page
Brand Evangelism
Driving Purchase Intent With Peer Advertising
Peer Advertising = Social Proof
Thousands of User-Generated Alcohol Brand-Oriented Pages
Team Bud Light Facebook Page
Team Bud Light Facebook Page (continued)
Thousands of User-Generated Alcohol Brand-Oriented Groups
Thousands of User-Generated Alcohol Brand-Oriented Events
YouTube Demographics
Heineken Targets Youth Viewers on YouTube
Alcohol Brand Channels on YouTube
How Many People Are Visiting Alcohol Brand Channels
Smirnoff Tea Partay ndash Forbes 14 Best-Ever Social Media Campaig
Absolut Vodka ndash Advertising as Content
Bud Light YouTube Videos Advertised as Too Racy for TV
Bud Light Videos Shared on Blogs
Bud Light Videos Shared on Facebook
Number of Views for ldquoUnofficialrdquo Bud Light Videos on YouTube
Alcohol Brands on Twitter
Tweets Driving Purchase Intent
Tweets Driving Traffic to Other Social Media Content
Paid Advertising on Twitter
Direct Impressions Generated by Alcohol Brands on Twitter
50 Bud Light-Related Tweets Reaching Over 12000 People in 1 Ho
Smirnoff Photo Albums on Flickr
42888 Image Results for ldquoBud Lightrdquo on Flickr
646000 Results for ldquoBud Lightrdquo in Blogosphere
DrinkBudLightcom
DonQ Social Media Campaign Across 9 Sites
83 of Teens Own a Cell Phone by Age 17
Coors Light 1st and Cold iPhone Application
Heineken Know The Signs Breathalyzer iPhone Application
Impact and Youth Exposure
Proliferation of Brand Followers and Content on Facebook
Viral Marketing on YouTube and Direct Impressions on Twitter
Best Practices and Recommendations
Display Advertising Best Practice
Display Advertising Best Practice (2)
Display Advertising Worst Practice
Display Advertising Worst Practice (2)
Distilled Spirit Brand Website Best Practice
Distilled Spirit Brand Website Worst Practice
Beer Brand Website Best Practice
Beer Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice
Flavored Alcoholic Beverage Brand Website Worst Practice (2)
Facebook Best Practices
YouTube Best Practices
Twitter Best Practices
Mobile Marketing Best Practices
WHO IS MINDING THE STORE
Beer Institute Advertising and Marketing Code
DISCUS Code of Responsible Practices
DISCUS Code of Responsible Practices (2)
User-Generated Content
Beer Institute Advertising and Marketing Code (2)
Beer Institute Advertising and Marketing Code (3)
DISCUS Code of Responsible Practices (3)
DISCUS Code of Responsible Practices (4)
DISCUS Code of Responsible Practices (5)
Recommendations to Brands
Recommendations to Media
Recommendations to FTC
Recommendations to Parents and Other Concerned Adults
COMING CAMY PRODUCTS
Together we can make a difference - thank You
FTC SHOULD COLLECT DATA ON
Companiesrsquo policies on how bloggers or other third-party posters on internet sites may use trademarked or copyrighted material and the data related to that
Companiesrsquo policies on pre-approval of posts on corporate sponsored social media sites and the data related to that
Companiesrsquo policies on personal information obtained about viewers of corporate-sponsored social media sites and the data related to that
Companiesrsquo policies on actions taken against posts on corporate-sponsored social media sites that violate voluntary advertising codes and the data related to that
Companiesrsquo policies on marketing and promotional statements made by company employees on corporate social media sites and the data related to that
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 118
Recommendations to FTC
Letrsquos talk about alcohol marketing
Educate the policy makers
Let the Federal Trade Commission know you
are concerned
Use the news media to start a public conversation
Center on Alcohol Marketing and Youth Johns Hopkins Bloomberg School of Public Health 119
Recommendations to Parents and Other Concerned Adults
