While Heineken has used social media to advertise its products before, this is the first time it has done it so professionally and broadened its scope.
Dale Carr, CEO of LeadBolt, an online advertising firm, said: “Cisco predicts there will be 15bn internet devices by 2015, translating to more than two internet connected devices for every person in the world. With that in mind, it’s no wonder that brands are taking note of the huge potential and reach they can achieve by putting more of their budgets towards online advertising.
“This deal focuses around distributing commercials through the Google YouTube channel (as opposed to the content or banner network) means they want huge coverage in the video space, which is more towards the younger demographic.
“The incredible thing about leveraging social media is that if done correctly it can enhance brand loyalty tenfold, as well as organically extend reach and awareness of products and brands for companies. The downside is if it’s too ‘in your face’, which could have the opposite effect, alienating users and causing them to actually distrust a company’s motives. Whether they will do this or not remains to be seen.”
Source: LeadBolt
.
© FoodBev Media Ltd 2024