Home  › Social › Social Media
canadian-club-facebook

Canadian Club Syncs Social With Boardwalk Empire

  |  November 11, 2011   |  Comments

Whiskey brand plays catch-up on Facebook and Twitter, trailing competitors.

Fans of HBO's Boardwalk Empire know that Canadian Club Whisky has received plenty of product placement shots during the Prohibition Era drama. The brand's social media team has attempted to not let the opportunity go to waste, timing Facebook and Twitter posts with the in-show appearances.

For instance, Canadian Club has authored 18 Facebook posts referencing the show since late summer. Several other posts mention the brand's place in Prohibition history.

canadian-club-facebook

The brand has a modest social media presence - 56,000 Facebook likes and 4,000 Twitter followers. In an effort to bolster the latter number, for Sunday's episode, the brand is running a contest where it will give away Boardwalk Empire swag such as T-shirts and other items to people who follow Canadian Club on Twitter.

The brand, owned by liquor giant Beam Inc., has social media challenges that could be related to age demographics. It's not an accident Beam Inc. struck deals with Boardwalk Empire's team and AMC's Mad Men marketers for product placement. Both shows are set in bygone eras.

In 2007, it ran an ad campaign exclaiming, "Damn Right Your Dad Drank It", including radio, out-of-home, point-of-sale, and print buys. The Canadian Club effort was designed to put a nostalgic twist on Oldsmobile's 1980s "It's Not Your Father's Oldsmobile" campaign. The "Dad" theme didn't become a staple tag line for Canadian Club.

Despite recent efforts, Facebook and Twitter don't appear to be staple channels for many consumers to engage with Canadian Club.

Meanwhile, other whiskey/bourbon brands are faring better, at least when it comes to social media. Sister brand Jim Beam has 980,000 likes and 11,000 followers. Even Wild Turkey, considered more of a rail bourbon compared to Canadian Club's shelf status at the bar, has almost 3.5 times more Facebook likes than Canadian Club with 199,000. Maker's Mark has 119,000 Facebook likes and whiskey giant Jack Daniel's registers 2.3 million.

Tags:

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

Christopher Heine

Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Social newsletters delivered right to your inbox. Subscribe today!

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...