Home  › Social › Social Media
diageo-facebook-gallery

Diageo's Facebook Deal Gets Real In Time for Holidays

  |  December 16, 2011   |  Comments

Johnnie Walker, Smirnoff, and other brands are lighting up Facebook like lights on a Christmas tree.

Diageo brands are lighting up Facebook like lights on a Christmas tree. The liquor company's ads have been appearing on the social site with striking regularity, suggesting its multi-million dollar deal with Facebook in early autumn has gone full-throttle.

The ClickZ News team has spotted numerous Diageo ads in the last two days alone. Many encourage "likes" and often pitch holidays season copy for the following brands: Johnnie Walker, Captain Morgan, Smirnoff, Ketel One, Baileys, Tanqueray, and Jose Cuervo.

The ads seem to be aimed at Facebook users of drinking age who had "liked" other alcohol brands, as well as their friends on the social site. Norwalk, CT-based Diageo declined to be interviewed for this story.

Diageo certainly isn't the only spirits marketer to befriend Facebook. For instance, our team has also spotted holidays ads for Brown-Forman brands Jack Daniel's and Canadian Mist. Jack Daniel's also has been aggressive with social media ads for its Tennessee Honey product during the last several months.

Heineken, which has been running Facebook ads for its flagship product during much of 2011, is also buying holidays season inventory on the social site for its Dos Equis property. Last week, the Dutch brewer entered into a significant partnership with Facebook.

Lastly, if Diageo's claims are any indication of how Facebook ads perform, it's no wonder alcohol competitors are increasingly using them. In September, Diageo said an in-house five-brand study showed that Facebook ads were increasing sales by 20 percent. The company also stated its brands have seen Facebook likes/fans increase from a total of 3.5 million to 12 million in the last year.

Here are some of the holiday-themed liquor ads, including for Diageo, that have populated Facebook this week:

diageo-facebook-gallery

Tags:

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

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

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.

Jobs

    • Tier 1 Support Specialist
      Tier 1 Support Specialist (Agora Inc.) - BaltimoreThis position requires a highly motivated and multifaceted individual to contribute to and be...
    • Recent Grads: Customer Service Representative
      Recent Grads: Customer Service Representative (Agora Financial) - BaltimoreAgora Financial, one of the nation's largest independent publishers...
    • Managing Editor
      Managing Editor (Common Sense Publishing) - BaltimoreWE’RE HIRING: WE NEED AN AMAZING EDITOR TO POLISH WORLD-CLASS CONTENT   The Palm...