Southern Comfort Showcases Night Out Through Social Content Hub

LOUISVILLE, Ky., June 28, 2011 /PRNewswire/ -- Southern Comfort launched a social content hub today synthesizing all digital and offline activities to drive awareness and fuel consumer conversations around the brand.  The hub is organized around how consumers plan their night out, with the popular bar call SoCo Lime and Southern Comfort Lime flavor extension taking the creative lead.

(Photo:  http://photos.prnewswire.com/prnh/20110628/CL26360 )

"If you look at night out with friends, there's a cyclical flow from planning to partying to rehashing all of the memorable moments," said Lena DerOhannessian, U.S. Marketing Director, Southern Comfort. "Whether it's posting on Facebook to find out what everyone is doing that night, tweeting about the shot you just drank with your friends or posting a picture of the tall stack of pancakes you just took down, people socialize their nights out in their own personal way."

The hub resides in user-friendly formats on three key consumer communications platforms: the Southern Comfort Facebook page where the brand and its community actively engage with one another; SouthernComfort.com where consumers go to for brand information; and a scaled down version on the brand's mobile site where it travels with the consumer.  Much like an element of a digital buy, the SoCo Lime creative will also take over both SouthernComfort.com and the mobile site for the duration of the buy.  

The activities highlighted include:

Pass a Shot: Fans can pass a virtual shot of SoCo Lime to their friends.

Digital Content Partners: The Onion®, Pandora® and ESPN interactive custom content can be seen.  The Pandora® station is available across all versions of the hub.

SoCo on the Scene: SoCo is tweeting updates about the nightlife areas where promo teams will be appearing in select markets.

SoCo Summer Social: Every Friday from 3-9 p.m. at the Southern Comfort Facebook page, fans have the opportunity to receive a $3-$11 rebate (where legal) once they've opted in to the SoCo Summer Social application.

Summer Sweeps: For the 101 days of summer, fans have a chance to win a branded prize every day, including a trip to New Orleans.

Out and About with SoCo: This photo gallery features the action from Southern Comfort promotions.

Recipes: Users scroll through delicious Southern Comfort Lime summer drink recipes with the ability like, share and comment.

Thirsty Thursday: This existing SMS CRM program delivers a new Southern Comfort recipe every Thursday to the consumer's mobile phone.

The activity hub follows the launch of the new TV and digital media buy featuring Southern Comfort Lime creative that ran with great success last fall.  Appearing through July, the creative leverages both the Southern Comfort Lime ready-to-drink product launched last year and the brand's birthplace of New Orleans.  

The TV buy is on local networks and has been extended digitally via the video ad network Tremor Media.  The Southern Comfort Lime creative is also featured digitally on Facebook, ESPN, Pandora® and The Onion®.  

The Onion® features the custom Nightlife section hosting relevant video content, promoting the custom Southern Comfort "Guide to Gettin' After It" app designed to send consumer calls to action throughout the night, and releasing original "Living Life to the Fullest" tips.  

Pandora® features a branded interactive station where users can decide what type of playlist they want to listen to based on their mood.  The station has a custom skin and includes a :15 Southern Comfort Lime pre-roll spot.

The ESPN partnership is focused during the 3-9 p.m. time period around the sponsorship Major League Baseball previews and ownership of breaking news, analysis and highlights for all sports.  

"We only scratched the surface when we ran the SoCo Lime commercials last fall," said DerOhannessian. "We are tapping into consumers interests – music, comedy and sports – to fuel conversation around the brand.  Integrating our partners into the hub magnifies the sharable content and the brand itself."

Southern Comfort Lime is available nationwide with a suggested retail price of $16.99 for the 750ml size.

About Southern Comfort

Southern Comfort®, a fruit, spice, and whiskey flavored liqueur, was created in New Orleans by bartender M.W. Heron in 1874. Today, it is enjoyed by friends in over 100 countries around the world and continues to grow as an icon brand.  Please visit us at SoCopressroom.com, SouthernComfort.com and facebook.com/southerncomfort.  

Please Drink Responsibly.

Liqueur, 15-50% Alc. by Volume, Southern Comfort Company, Louisville, KY ©2011

SOURCE Southern Comfort