Alcohol brands are 'looking towards live brand experiences'

Date: 30/03/2010

A number of businesses working in the alcohol industry are increasingly turning to live brand experiences, according to a new report by a leading media portal.

New Media Age explained that it sees evidence of alcohol brands showing a growing interest in the use of digital means, such as online and mobile environments, to extend brands and drive direct revenues.

AnalogFolk strategic director Matt Dyke told the resource that it was not limited to such means, however; live brand experiences are also a major facet of campaigns for a number of organisations.

He said: "Content and brand experience are big growth areas for alcohol brands."

For example, New Media Age noted the direction of Carling, which aimed to enhance the experiences of people at live, sponsored events - namely the Carling Cup, where it used Twitter commentary during the Carling Cup Final in February through fans tweeting to @thecarlingcup.

Carling brand director Martin Coyle said: "Our ambition is to give fans a bigger voice and get them involved with the competition every step of the way."

Many live brand experiences with alcohol do the rounds during festivals, with Strongbow and Tuborg being two particular companies working such circuits.

Posted by Elizabeth Mewes ADNFCR-2060-ID-19697051-ADNFCR