Home  › Social › Social Media
heinekenontwitter

Twitter Tool Helps Booze Brands Verify Follower Age

  |  March 2, 2012   |  Comments

Major beer and spirits brands will test the feature this month.

Vitrue has announced a Twitter feature designed to help alcohol brands keep underage drinkers from following their streams. The social media marketing software firm said "several" beer and spirits brands will be rolling out the product in the next 20 days. Vitrue currently works with brands like Heineken and Corona. 

The tool creates a temporary barrier between the Twitter user and the brand, asking for date of birth info before allowing the consumer to become a follower. Essentially, the product borrows from the "please verify your age" tactic employed on alcohol brand websites for years and applies it to social media.

Until now, alcohol brands have often depended on their Twitter bio while attempting to keep underage drinkers from following on the micro-blogging site. For instance, Heineken’s bio states, "Enjoy the latest Heineken news, films, world-class music and sporting events. By clicking 'Follow' you confirm you are of legal purchasing age in your country. "

Atlanta-based Vitrue said the follower verification feature can also be used in a similar fashion to like-gating, which requires someone to like a brand before accessing Facebook content, in the hopes of increasing Facebook audiences. It's plausible to imagine Heineken and Corona becoming more active Twitter advertisers if follower-gating proves effective.

During April 2011, Jack Daniel's became the first alcohol brand to buy Twitter ad space. Alcohol firms had previously been restricted from buying ads on the social site since its audience consisted of too many users below drinking age. But then a Nielsen-comScore report showed that more than 70 percent of Twitter users were over 21 years of age, satisfying self-regulatory requirements put in place by the Distilled Spirits Council of the United States.

ClickZ Live New York Want to learn more?
Join us at ClickZ Live New York this March 30 - April 1. With over 15 years' experience delivering industry leading events, ClickZ Live brings together over 50 expert speakers to offer an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today to secure your place and save $300!

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

A Buyer's Guide to Affiliate Management Software

A Buyer's Guide to Affiliate Management Software
Manage your performance marketing with the right solution. Choose a platform that will mutually empower advertisers and media partners!

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.

WEBINARS

Jobs

    • Manager of Online Advertising
      Manager of Online Advertising (Connections Education) - ColumbiaCompany Summary: Connections Education is a leading provider of high-quality, highly...
    • SEO Manager
      SEO Manager (Ziff Davis) - New YorkAre you an experienced digital marketer with enterprise level SEO experience that wakes up in the morning thinking...
    • Manager of Paid Search Advertising
      Manager of Paid Search Advertising (Connections Education) - ColumbiaManager of Paid Search Advertising    Company Summary: Connections...