Brewers have always suffered when it comes to the sale of their ale; their ability to influence the consumer stops at the point of acquisition. In supermarkets, promotions can dictate what brand the consumer purchases; in the pub, friends and the array of booze on offer influence the purchasing decision. Therefore, the best drinks companies can hope for is to drive preference.
However, New Belgium in the US is hoping to drive deeper consideration of its Fat Tire Amber Ale through mobile advertising. The company has created a mobile-optimised Facebook application, allowing consumers to take photos through a branded frame. The app then recommends to the consumer what Fat Tire pairs well with. Once a photo is uploaded, consumers are entered into weekly prize draws. Photos tagged with #pairswell on Instagram will further be entered into the contest. The site will also push New Belgium’s 30-second video ad to consumers, which will be run throughout the summer.
New Belgium’s strategy is aimed at driving preference for Fat Tire before the consumer heads in store. By targeting consumers on mobile, they are hoping to reduce the time lag between consumers ingesting the brand’s messaging and purchasing at the counter.
Heineken has also recently announced its decision to develop real-time marketing initiatives around mobile devices, using available insights from Facebook and Google. Other alcoholic brands are expected to follow suit during the rest of 2013.
