Embracing popular culture: Alcohol brands on Facebook

Sven Brodmerkel, Nicholas Carah

Research output: Contribution to conferencePaperResearchpeer-review

Abstract

Alcohol brands are strategically innovative in their use of social media and popular culture for branding. Since the 1990s the alcohol industry has invested in marketing innovations in promotion, product development and distribution that embed alcohol within popular culture. A particular focus of these activities has been on experiental branding. For example, brands like Jagermeister, Smirnoff, and Jack Daniel’s partner with musicians, create themed installations where they distribute their product, interact with music fans and encourage them to create photos and videos that they upload to social networking sites. The growth of music festivals, social media and smart phones has underpinned innovation in these programs.

The industry’s activities on Facebook are an extension of these strategies. This paper examines both brands’ interactions with their ‘fans’ on Facebook and how this brand-building activity unfolds within the companies’ strategic operation of branding on the one hand and the consumers’ mediation of popular cultural practices on Facebook on the other hand. The paper takes alcohol brands in Australia as an instructive case and looks at how these brands emplace themselves within the mediation of popular culture on Facebook.
Original languageEnglish
Publication statusPublished - Sep 2011
EventBranded Spaces: International Conference on Contemporary Branding - Karlshochschule International University, Karlsruhe, Germany
Duration: 15 Sep 201116 Nov 2011
http://branded-spaces.de/

Conference

ConferenceBranded Spaces
CountryGermany
CityKarlsruhe
Period15/09/1116/11/11
Internet address

Fingerprint

Alcohol
Popular culture
Facebook
Branding
Social media
Mediation
Music
Industry
Social networking sites
Innovation
Marketing innovation
Cultural practices
Interaction
Product development

Cite this

Brodmerkel, S., & Carah, N. (2011). Embracing popular culture: Alcohol brands on Facebook. Paper presented at Branded Spaces, Karlsruhe, Germany.
Brodmerkel, Sven ; Carah, Nicholas. / Embracing popular culture : Alcohol brands on Facebook. Paper presented at Branded Spaces, Karlsruhe, Germany.
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abstract = "Alcohol brands are strategically innovative in their use of social media and popular culture for branding. Since the 1990s the alcohol industry has invested in marketing innovations in promotion, product development and distribution that embed alcohol within popular culture. A particular focus of these activities has been on experiental branding. For example, brands like Jagermeister, Smirnoff, and Jack Daniel’s partner with musicians, create themed installations where they distribute their product, interact with music fans and encourage them to create photos and videos that they upload to social networking sites. The growth of music festivals, social media and smart phones has underpinned innovation in these programs.The industry’s activities on Facebook are an extension of these strategies. This paper examines both brands’ interactions with their ‘fans’ on Facebook and how this brand-building activity unfolds within the companies’ strategic operation of branding on the one hand and the consumers’ mediation of popular cultural practices on Facebook on the other hand. The paper takes alcohol brands in Australia as an instructive case and looks at how these brands emplace themselves within the mediation of popular culture on Facebook.",
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Brodmerkel, S & Carah, N 2011, 'Embracing popular culture: Alcohol brands on Facebook' Paper presented at Branded Spaces, Karlsruhe, Germany, 15/09/11 - 16/11/11, .

Embracing popular culture : Alcohol brands on Facebook. / Brodmerkel, Sven; Carah, Nicholas.

2011. Paper presented at Branded Spaces, Karlsruhe, Germany.

Research output: Contribution to conferencePaperResearchpeer-review

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T1 - Embracing popular culture

T2 - Alcohol brands on Facebook

AU - Brodmerkel, Sven

AU - Carah, Nicholas

N1 - *Title accepted full paper on cv: "Drinking social media: alcohol brands, drinking culture and facebook"

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AB - Alcohol brands are strategically innovative in their use of social media and popular culture for branding. Since the 1990s the alcohol industry has invested in marketing innovations in promotion, product development and distribution that embed alcohol within popular culture. A particular focus of these activities has been on experiental branding. For example, brands like Jagermeister, Smirnoff, and Jack Daniel’s partner with musicians, create themed installations where they distribute their product, interact with music fans and encourage them to create photos and videos that they upload to social networking sites. The growth of music festivals, social media and smart phones has underpinned innovation in these programs.The industry’s activities on Facebook are an extension of these strategies. This paper examines both brands’ interactions with their ‘fans’ on Facebook and how this brand-building activity unfolds within the companies’ strategic operation of branding on the one hand and the consumers’ mediation of popular cultural practices on Facebook on the other hand. The paper takes alcohol brands in Australia as an instructive case and looks at how these brands emplace themselves within the mediation of popular culture on Facebook.

M3 - Paper

ER -

Brodmerkel S, Carah N. Embracing popular culture: Alcohol brands on Facebook. 2011. Paper presented at Branded Spaces, Karlsruhe, Germany.