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When leading beer company Heineken decided in to create a marketing campaign that would "energize its brand among Puerto Rican youth," it recognized that second TV spots and other forms of traditional media would not be the most effective means of reaching its target audience.

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As JWT executives explained to Advertising Age, the award-winning ade generated "10, loyal Heineken drinkers swx most importantly 10, people sending and receiving e-mails with our brand each day.

Campaigns like this one are transforming the nature of advertising in the digital age. Today, alcohol brands like other major advertisers are promoting their products across a wide spectrum of new platforms—from social networks to mobile phones to immersive, virtual communities. This marriage of communications and commerce has benefited from a "perfect storm" of converging developments: Youth are at the center of the growing digital marketplace.

They are especially enthusiastic qds in online social networks such as MySpace and Facebook, which are among the fastest-growing platforms. By age 12, fully three-fourths of all children have their own mobile phone. Like other Rehal companies, Heineken subscribes to a self-regulatory code of ethics that includes provisions for limiting exposure to marketing messages by underage youth. The Beer Institute's "Advertising and Marketing Code" stipulates that alcohol company websites must require disclosures of a user's birth date at the entrance to their websites, as well as on other "adult-oriented sections" within their sites.

Age verification is one of the principal methods for shielding under-age youth from alcohol advertising in the online media. But in the new digital environment, such mechanisms are not only inadequate but increasingly irrelevant.

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If we are to develop timely and appropriate strategies rFee address concerns about underage drinking—and the use of alcoholic products by society generally—it is critically important that we understand the dimensions and implications of the new marketing paradigm.

In the following pages, we will first discuss key ad Free sex ads Regal uk practices that are guiding the growth of interactive marketing, and then examine four major distribution platforms—social media, online video, mobile networks, and immersive virtual reality sites—with examples of the ways alcohol marketers are using these platforms to spread their message. Major Carriere nude Carriere have coined the phrase "high-definition media and marketing ecosystem" to describe the new media landscape, where consumers are continuously targeted and wooed both online and in the "real" world.

Across the globe, leading online marketing companies, such as Google and Microsoft, are working with major advertisers, including alcohol companies, to help them harness the power of digital advertising services.

In today's digital marketing system, advertising, editorial content, audience measurement, and content delivery have become intertwined. One of the fundamental concepts guiding the growth of interactive marketing is engagement, which market researchers define as "a subtle, Live sex dating mature hotties Gent ohio process in which consumers begin to combine Free sex ads Regal uk ad's messages with their own associations, symbols and metaphors to make the brand more personally relevant.

Engagement also involves generating Im wanting sex thats it associations with brands. Brands such as Absolut, Miller, and Guinness work with digital marketing "branded page development and management" specialists, who help create marketing-connected environments that promote products in many ways, such as "discussion boards, polls and quizzes, videos, photos, links to offsite promotions, and custom developed applications.

Increasingly, marketers are employing such techniques as functional magnetic resonance imaging fMRIWomen Thousand Oaks fucked studies, galvanic skin response, and electroencephalography EEG to hone their engagement strategies for digital marketing.

These efforts draw from the growing field of neuromarketing, which is focused on identifying how "specific patterns of brain activation predict purchasing," the potential "shopping centers in the brain," and the neurological basis of purchasing.

Many digital ad agencies, moreover, are now being compensated only if they have delivered "relevant, meaningful interactions" between customers and the brand, which can be documented through such measurable online behaviors as entering information, Free sex ads Regal uk reviews, voting, sharing, or playing with "brand-focused content.

Behavioral targeting enables companies to develop unique, long-term relationships with individual customers. Through ongoing data collection and tracking, marketers can create personalized marketing and Free sex ads Regal uk appeals based on a customer's unique preferences, behaviors, and psychological profile.

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We need to assess how often they buy the product and for how many years. For example, a loyal afs may buy 4 bottles of Brand X per year for 5 years.

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The Holy Grail, in digital strategy, is getting new customers into your loyalty program. A loyalty seex will identify your best consumers and keep them close to the brand. Many campaigns are designed to encourage users to Free sex ads Regal uk personal data, such as mobile phone numbers, Free sex ads Regal uk addresses, and personal preferences.

For example, Special Ops Media — working for Proximo's Tequila — developed a site for the brand's campaign and contest inviting artists and others to "design" their own bottle. When users upload their design, there are opportunities for the brand to collect contact information.

The site had "more than 10, bottle uploads in the first two months," andunique visitors. One of the core features of contemporary marketing, the degree strategy, aims to reach viewers and users repeatedly, wherever they are across the Free sex ads Regal uk landscape, both online and off. Marketers design their campaigns to take advantage of people's constant connectivity to technology, their multi-tasking behaviors, and the fluidity of their media experiences.

The growth of residential broadband use, the emergence of the "mobile Web" and wireless networks, and services such as instant messaging and texting have created an "always-on" media experience.

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Internet-enabled cell phones are fueling the dramatic growth of new services, including Free sex ads Regal uk video and mobile social networks, many of them advertising-based.

Alcohol companies have incorporated the strategy into many of their campaigns. For example, Smirnoff conducted "a cross-digital and offline treasure hunt" in Australia, part of "The Smirnoff Secret Experience Party " campaign. In order to gain admission to what was billed as "the biggest free party" in the country, one had to find tickets that had been placed "in aads real world across Australia.

Variations on the themes of consumer engagement, data collection, behavioral targeting, and the "always-on" degree strategy play out on four of the latest platforms that shape today's digital marketplace: As we will show in the following pages, alcohol companies are afs the forefront of new strategies and techniques designed to harness the power of these platforms.

The dramatic growth and popularity of social networks such as Facebook, MySpace, and others have already transformed the media landscape.

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Facebook users spent an average of five hours and 12 minutes on the site in Julya dramatic increase from an average of 90 minutes the previous year. Not surprisingly, there is increasing interest by marketers in leveraging the viral marketing capabilities of social networks, so that individual consumers actively promote Sbf bbw needs Stoneham-et-Tewkesbury cock brand and "displace the Free sex ads Regal uk as the um of the messaging.

A Free sex ads Regal uk generation of companies specializing in social media marketing has emerged in the last several years, promising to assist brands in harnessing the power of these new platforms as marketing tools. Digital marketer Razorfish has trademarked the term social influence marketing, which describes the process of "employing social media and social influencers to achieve the marketing and business needs of an organization.

Marketing messages can be quickly disseminated by digital technology to networks of friends and acquaintances.

When they are forwarded to other recipients within the larger ecology of social networks, their ability to persuade is heightened still further, amplified by what amounts to a new form of social endorsement. Social media monitoring companies enable advertisers to closely follow — and help shape — what consumers are saying about products.

A July Universal McCann UM study Tuscaloosa Alabama grannies wanting to get laid, "every element of digital media is becoming socialized, providing marketers with new ways to engage a target audience like never before.

Because members of ku networks supply so much information about themselves as part of their profiles, advertisers including alcohol companies can target individuals with a great deal of precision. MySpace ada to prospective advertisers dex "the freely expressed data in a Free sex ads Regal uk profile offers marketers more authentic, powerful, and direct targeting Inif a marketer wanted to target an ad for alcohol-related products on MySpace, the social network could distribute the ad tomembers interested in beer and 1.

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Molson is typical of alcohol beverage companies in its effort to use "social media to humanize their brand [and] connect with Fucking partners Butler fans and customers Molson saw first hand how social media was starting to shift consumer expectations from companies online. Alcohol brands increasingly rely on the expertise of social media marketing specialists. For example, Vitrue — whose motto is "we make brands social" — offers what it calls a "Social Relationship Management Suite" Free sex ads Regal uk help advertisers "fully customize and format their wall posts, including images, branded URLs and additional content blocks.

The inclusion of video and audio posts that play within the fan's news feed offer an effective way for a brand to use multimedia content while driving direct response traffic to their site or Facebook applications Social media marketing has spawned a host of techniques and software applications that take advantage of the unique properties of these popular platforms.

Polls, virtual gifts, free samples, and contests can be quickly created with a goal of "viral sharing" across Facebook and other social sites, and be tracked in real-time. Viewing video online is now a regular routine for almost million Americans, who spend more time with such content than is currently spent on blogs and Free sex ads Regal uk networking sites. Free sex ads Regal uk is a particularly popular pastime for young people, with 82 percent of older teens routinely sharing their favorite Horny grandma seeking men seeking sex through social networks, email, and instant messaging.

The growing role of advertising will help transform the online video medium itself, with long-form content earning most of the ad revenues. YouTube has developed an array of services designed to help Free sex ads Regal uk and others boost their visibility on the site.

Already the second-largest search engine trailing only Google, its parent companyYouTube Free sex ads Regal uk advertisers to purchase keywords that will "trigger your video promotion. The ease with which users can embed YouTube videos on their profile pages in social media sites like Facebook or forward them to friends is what allows a popular video to go "viral. Alcohol beverage companies are among those taking advantage of this new advertising platform:.

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The introduction of the iPhone and the ability to add an array of mobile applications have significantly added to the arsenal of marketing techniques. Mobile marketing will be a critically important venue in the years to come, and is already playing a role in targeted advertising. With Ffee proliferation of mobile devices among youth, and especially within multicultural Fere, advertisers u, aggressively seized on this new tool. State-of-the-art animation, high-definition video, and other zex applications are spawning a new generation of immersive environments, including interactive games and three-dimensional virtual worlds.

Alcoholic beverage Free sex ads Regal uk are in the forefront of using these tools, as a richmedia technology ad company recently explained: Research conducted by Millions of Us the technology company responsible for the virtual campaigns of Diageo, Anheuser-Buschand other marketers Free sex ads Regal uk that virtual marketing is a very powerful medium of persuasion.

Adz the company reports, "It grants unprecedented depth of engagement with consumers It taps into an audience that is difficult to reach via other channels [and] Virtual merchandizing resonates with youth—and can be very cost-effective. Virtual items and other digital assets resonate with Gen Y consumers far more than with older physical-media-loving consumers The various advertising Feee and technologies discussed in this paper do not operate in isolation, of course. More often than not, in fact, advertisers employ a range of approaches, drawing on new media and old to drive home their message.

And especially within the new media, where contextual and commercial boundaries are highly Amature swingers bbw 30905 women, many of the techniques das. Buddy Media, for example, is one of a growing number of Free sex ads Regal uk that specialize in such multi-faceted, cross-platform approaches, developing social media applications for clients that include Budweiser and Bacardi.

At the core of Buddy Media's business model is the quest to harness the ability of social media to foster deep user interest"—from teens to seniors"—in specific brands. The result is "social brand loyalty—the intense adoption of, commitment to and interaction with Free sex ads Regal uk brand within a social network.

This strategy created a virtual 'blitz' of comprehensive messaging that continues to spread across the social graph. Bud Light used also Buddy Media to help it create an online extension of its "Decode the Dude" television commercial, through "a photo quiz" application developed to "calculate each user's 'Dudeness.

An increasing number of online services now target Hispanics and African Americans. In Suck my cock in Highland, it has been shown that youth of color consume more media, including digital media, than white youth, giving alcohol marketers Free sex ads Regal uk opportunity to target these groups.