zoom media & marketing: zoomsocial alcohol category deck
TRANSCRIPT
zoommedia.com
ZoomSocial: Alcohol Category Deck
Zoom Media & Marketing is the dominant player in the nightlife and bars space
ZoomSocial patrons are affluent trendsetters and influentials. Reach this ideal target on premise, as they are deciding what drink to purchase.
Reach socially active consumers with the ZoomSocial network:
• Affluent ($69K Avg HHI)
• Educated (Bachelor’s Degree+ Index 154)
• Average 7 visits per month to ZoomSocial Venues
• 86 Minute Dwell Time
• 81% A21-34
Why ZoomSocialTM?
MRI:Doublebase 2012. Base = A21+ZoomSocial network defined as A21-34 who go to bars/nightclubs 2+ times a month
Engage target audience in a relevant viewing environment with Digital Signage, static billboard & promotional offerings in ZoomSocial.
Sponsor events & promos in ZoomSocial bars to reach avid football fans
• Sponsored Viewing Parties• Coasters, Pint Glasses, Napkins• Custom OOH Media• Sponsorship Activations
ZoomSocial Patrons are Beer Drinkers
MRI:Doublebase 2012. Base = A21-34ZoomSocial network defined as A21-34 who go to bars/nightclubs 2+ times a month
Heavy Regular Domestic Beer/Ale Drinkers Index 229
Heavy Premium Domestic Beer/Ale Drinkers Index 226
Heavy Total Beer/Ale Drinkers Index 206
Heavy Low Calorie Domestic Beer Drinkers Index 204
Heavy Imported Beer/Ale Drinkers Index 189
ZoomSocial Patrons Drink a Variety of Liquors
Any Whiskey Index 230
Tequila Index 220
Vodka Index 217
Rum Index 214
Malt Liquor Index 202
Brandy, Cognac, Cordials & Liqueurs
Index 194
Prepared Mixed Drinks with Liquor
Index 169
MRI:Doublebase 2012. Base = A21-34ZoomSocial network defined as A21-34 who go to bars/nightclubs 2+ times a month
Digital Signage Campaign in ZoomSocial to promote Stoli’s new Hot & Stick Brand. Stoli brand spots as well as sponsorship of entertainment news ran in Zoom’s bars and nightlife venues.
StoliZoomSocial Campaign
Summer 2012 Program
Van Gogh VodkaZoomSocial Campaign
OBJECTIVE To increase awareness and drive on-premise consumption of Van Gogh Vodka amongst women who go out together
EXECUTION DETAILS
Media campaign in Zoom’s Social Network venues where Van Gogh Vodka was stocked• Classic boards in women’s
restrooms featured multiple creatives to engage patrons
• Text-in code on Classic boards encouraged women to text in for drink recipes
November – December 2010 Program
Heineken DraughtZoomSocial Campaign
OBJECTIVE To drive on-premise consumption of Heineken Draught of among an A21+ audience
EXECUTIONDETAILS
Digital Signage campaign on ZoomSocial Video Network™ to reach consumers at point of purchase
• Zoom identified bars that serve Heineken Draught on tap
May – July 2011 Program
zoommedia.com
Appendix
ZoomSocial History Discovery ESPN TBS TNT
Heavy Low-Calorie Domestic Beer Drinkers
204 123 127 160 107 125
Malt Liquor Drank in Last 6 Months 202 105 105 132 103 110
Drinks Whiskey 230 123 122 132 104 111
Heavy Imported Beer Drinkers 189 129 131 146 117 130
Alcohol Category - Entertainment Cable Nets
ZoomSocialTM
Delivers
Consumer Comparison
MRI:Doublebase 2012. Base = A21-34ZoomSocial network defined as A21-34 who go to bars/nightclubs 2+ times a monthTV Networks pulled based on entertainment networks watched in past 7 days during primetime , excluding news and educational programs
ZoomSocial History Discovery ESPN TBS TNT
Drinks Brandy, Cognac, Cordials & Liqueurs
194 106 106 106 105 109
Drinks Any Domestic/Imported Wines
186 96 101 99 104 96
Drank Vodka in the Past 6 Months 217 97 103 114 109 108
Drank Prepared Mixed Drinks with Liquor in the past 6 Months
169 97 105 98 113 110
Alcohol Category - Entertainment Cable Nets
ZoomSocialTM
Delivers
Consumer Comparison
MRI:Doublebase 2012. Base = A21-34ZoomSocial network defined as A21-34 who go to bars/nightclubs 2+ times a monthTV Networks pulled based on entertainment networks watched in past 7 days during primetime , excluding news and educational programs
ZoomSocial History Discovery ESPN TBS TNT
Drank Bud Light in Past 6 Months 213 117 117 130 104 113
Drank Yuengling in Past 6 Months 325 139 122 154 114 123
Drank Captain Morgan Spiced in Past 6 Months
271 111 120 141 111 103
Drank Sauza in Past 6 Months 295 149 146 149 109 135
Alcohol Category - Entertainment Cable Nets
ZoomSocialTM
Delivers
Consumer Comparison
MRI:Doublebase 2012. Base = A21-34ZoomSocial network defined as A21-34 who go to bars/nightclubs 2+ times a monthTV Networks pulled based on entertainment networks watched in past 7 days during primetime , excluding news and educational programs
ZoomSocial & Domestic Beer Brands
MRI:Doublebase 2012. Base = A21-34ZoomSocial network defined as A21-34 who go to bars/nightclubs 2+ times a month
Pabst Blue Ribbon Index 352
Landshark Lager Index 340
Yuengling Index 325
Leinenkugel's Index 324
Sierra Nevada Index 308
Blue Moon Index 276
Miller High Life Index 251
Budweiser Select Index 219
Miller Genuine Draft Index 211
Samuel Adams Index 207
Coors Index 202
Budweiser Index 177
ZoomSocial & Low-Calorie Domestic Beer Brands
MRI:Doublebase 2012. Base = A21-34ZoomSocial network defined as A21-34 who go to bars/nightclubs 2+ times a month
Bud Light Lime Index 271
Coors Light Index 240
Miller Lite Index 229
Bud Light Index 213
ZoomSocial & Imported Beer Brands
MRI:Doublebase 2012. Base = A21-34ZoomSocial network defined as A21-34 who go to bars/nightclubs 2+ times a month
Harp Index 405
Stella Artois Index 379
Amstel Light Index 339
Red Stripe Index 323
Newcastle Brown Index 318
Tecate Index 312
Dos Equis Index 302
Becks Index 269
Corona Light Index 261
Heineken Index 236
Heineken Light Index 226
Corona Extra Index 215
ZoomSocial & Tequila, Whiskey and Gin
MRI:Doublebase 2012. Base = A21-34ZoomSocial network defined as A21-34 who go to bars/nightclubs 2+ times a month
Jameson Index 344
Bombay Sapphire Index 299
Sauza Index 295
Patrón Index 283
Jose Cuervo Index 214
Seagram’s Index 203
ZoomSocial Patrons & Rum Brands
MRI:Doublebase 2012. Base = A21-34ZoomSocial network defined as A21-34 who go to bars/nightclubs 2+ times a month
Bacardi Light/Regular/Superior Index 301
Captain Morgan Spiced Index 271
Malibu Coconut Index 244
Bacardi Gold Index 212
ZoomSocial Patrons & Vodka Brands
MRI:Doublebase 2012. Base = A21-34ZoomSocial network defined as A21-34 who go to bars/nightclubs 2+ times a month
Stoli Flavored Vodka Index 413
Ketel One Index 378
Svedka Index 356
Three Olives Index 342
Grey Goose Index 272
Smirnoff No. 21 (80 proof) Index 262
Skyy Index 253
Absolut Index 243
Smirnoff Twist (Flavors) Index 218
ZoomSocial Patrons & Wine
Domestic Wines [Sauvignon Blanc] Index 274
Domestic Wines [Cabernet Sauvignon] Index 271
Domestic Wines [Chardonnay] Index 263
Domestic Wines [Pinot Noir] Index 257
Domestic Wines [Pinot Grigio] Index 249
Champagne & Sparkling Wines Drank in Last 6 Months
Index 225
Domestic Wines [Merlot] Index 224
Port, Sherry & Dessert Wines Drank in Last 6 Months Index 191
Domestic Dinner/Table Wines Drank in Last 6 Months Index 186
MRI:Doublebase 2012. Base A21-34ZoomSocial network defined as A21-34 who go to bars/nightclubs 2+ times a month
ZoomSocial Patrons & Imported Wine
French Red Index 345
Spanish Red Index 332
Italian White Index 317
Italian Red Index 300
South American Red Index 297
Australian White Index 290
Australian Red Index 248
Imported Dinner/Table Wine Drank in Last 6 Months
Index 227
MRI:Doublebase 2012. Base A21-34ZoomSocial network defined as A21-34 who go to bars/nightclubs 2+ times a month