Puff Daddy Tries Widgets to Promote his Vodka

  |  February 26, 2008   |  Comments

The alcohol industry is regulated heavily by the Federal Government as to exactly how and where it can advertise, and that includes online

PDiddy.jpgThe alcohol industry is regulated heavily by the Federal Government as to exactly how and where it can advertise, and that includes online. As such, I was particularly interested to see Ciroq Vodka, the brand produced by Sean "Puff Daddy" Comb's Bad Boy Entertainment and Diageo, expand its online advertising efforts to include the use of shareable widgets.

Interpolls created the widgets which are similar to those developed for its other clients including Scion and Ford, but the Ciroq widgets have an extra feature -- an age verification requirement. To see the widget's content, which includes a video featuring Combs and recipes for drinks made with the vodka, viewers much enter their birth year. As widgets are intended to be "grab-able" and placed on a users Web site or social network site, it occurs to me that it's only a matter of time until a minor somewhere is extolling Comb's vodka to friends via his Facebook page, but the widget will require age verification before each viewing, according to Kwasi Asare, new media marketing manager for Bad Boy Entertainment.

"It's the same as any other age verification online," he told me. "The tough part of working through these new technologies is how does this fit into existing legal framework? There's not a lot of precedent for these kinds of things."

Bad Boy Entertainment is placing the widget initially on sites that require age verification to help weed out minors, he said, and it also distributed it last Sunday on AOL for a one day run. Based on what kind of response it sees the company may or may not continue to use the widget, but the unusual nature of the technology appeals to the company, Asare said.

"Puff has established his career to doing new things that have never been done before," he said. "It's important for us to be cutting edge not just from a product standpoint but from a technology standpoint as well."

ClickZ Live New York What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!

ABOUT THE AUTHOR

Matthew G. Nelson

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

Resources

Jobs

    • Customer Service Consultant
      Customer Service Consultant (Bonner and Partners) - Delray BeachBonner & Partners: Full-time Customer Service Consultant Position Who we are...
    • Financial Editor
      Financial Editor (Confidential) - DurhamSIX FIGURE EDITORS WANTED: To enforce lofty NEW editing standards. Easy Conditions Unlikely. Promotion and...
    • Information Processing Specialist
      Information Processing Specialist (Agora Inc. ) - BaltimoreInformation Processing Specialist – The IP specialist position ensures the successful...