Beer Promotion in the Wild World of the Internet

With the number of breweries in America reaching an all-time high of 4,269 (according to Brewers Association), the beer market is growing steadily. With this growth comes a need for new marketing strategies.

To get a better understanding of what's happening on the ground, you need to take a look at how this niche operates in the wild world of social media. Beer companies online are using promotional videos and memes to target their demographic as well as guerrilla marketing through live events — such as partnering with BNU for their end-of-year school event. There are also some new campaigns that may seem unusual, like this recent Bud Light commercial where they tell viewers "you can't drink if you're not old enough. Don't believe us? Watch this," which features a kid who "cries like a baby" because he can't drink beer.

Beer companies are using social media to push their product in fun and unique ways, which is earning them a great deal of attention. One of these companies is 42 Entertainment, which creates alternate reality games that incorporate online and live components to create memorable experiences for fans. They have used this strategy for interactive fan engagement on behalf of Bud Light, Budweiser and Pabst Blue Ribbon — including the launch of the Escapist Movie Website in 2013, where users played as two characters trying to escape from prison (this was very similar to the movie "The Shawshank Redemption").

Budweiser also created a topical game called Stand Up for Beer, which encouraged users to stand up for their choice of beer, and then had the user move on to the next stage of the game. Users had several choices to make through the process of the game. The Bud Light campaign tied into that play by selecting one user at random to serve as the spokesperson for their launch party in New York City. Hitting it out in different cities helped spread awareness about their summer brew while promoting social relationships within their audience.

Some of the most genius marketing campaigns come from the company that made the famous "Whassup" Bud Light commercials, Goodby Silverstein & Partners. The firm launched a new campaign for Bud Light that included a series of short clips with comedians and actors like Amy Schumer, Seth Rogen and Dan Savage. The campaign was to promote their Flavor Sticks program — which lets drinkers customize their own flavor experience with a variety of flavors including black cherry, mango or even coconut. These popular figures not only engaged with their fans to promote the Flavor Sticks but sparked conversations through social media.

With all the new beer promotions and marketing, some drinkers may become overwhelmed by the variety of options available and not know where to start. In order to stay current with the latest trends, they need to pay attention to what is happening in the beer market, from social media campaigns to new flavors and new brews.

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