Viral Insight: Soft drinks and alcohol marketing trends
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An overview of case studies and viral advertising trends in the soft drinks and alcohol sector in 2013 - curated by http://joinvan.com/

An overview of case studies and viral advertising trends in the soft drinks and alcohol sector in 2013 - curated by http://joinvan.com/

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Viral Insight: Soft drinks and alcohol marketing trends Viral Insight: Soft drinks and alcohol marketing trends Presentation Transcript

  • SOCIAL VIDEO INSIGHT REPORT Image source: Flickr - OpalMirror Soft Drinks and Alcohol Video Trends // November ’13
  • INTRO Welcome to VAN’s regular insight report. This month we’re looking at viral trends in the sphere of soft drinks and alcohol. This document is comprised of: • Brand insights • Viral ad campaign case studies • UGC insights • Social media influencer insights We used TubeRank, VAN’s viral planning tool, to analyse some of the most popular ads of 2013 and break down the main viral triggers and conversation points that made them so successful.
  • BRAND TRENDS: ALCOHOL Key brand observations What does your drink say about you? Historically, alcohol companies have had a strong association with a certain type of “lifestyle”, your drink of choice being seen as both an extension of who you are and who you want to be. For this reason, alcohol brands tend to be marketed at specific audience demographics, often including a strong gender bias. Beer and lager brands in particular are renowned for their male oriented campaigns, usually using jokey humour, sports and sexual cues to appeal to their target audience. Interestingly, these conversation triggers offer extremely successful viral sharing cues and some of the most popular viral ads of the year have come from the likes of Heineken and Carlsberg with their hidden camera pranks and elaborate IRL comedy stunts. In contrast, spirits and wine brands tend to have relatively fewer viral hits, choosing instead to align them selves with attributes like sophistication, sexiness, power and a successful desirable lifestyle. Often these videos, whilst alluring to watch, are missing the sense of humour and wider appeal needed to generate conversations and encourage viral sharing. SOCIAL VIDEO INSIGHT REPORT - Soft drinks & alcohol // November ’13 Source Flickr: Auntie P PAGE 1
  • CASE STUDIES: BEER & LAGER *Shares: 761 | Views: 564,737 SHARE-TO-VIEW RATIO = 1:742 Click to play COMMUNITIES OF INTEREST: Heineken: Dropped (July 2013) As part of its ‘Man of the World’ campaign, Heineken focused on a global travel theme by launching a reality style web series called Dropped. The campaign took different men from across the world and dropped them in remote locations with nothing but basic supplies and directions. The result was a series of episodic adventures following their legendary travel experiences. In addition to a dedicated website, fans were also directed to the Dropped YouTube channel where they could follow the progress of each voyage and contribute their video entries to win a chance of taking part in their own travel adventure. #Wins • The series acted as a social experiment providing a clever way for the brand to appeal to Travel Sports Internet culture CONVERSATION TRIGGERS: the aspirations of fans of travel and adventure. • The open competition and reality TV format helped Heineken to create socially relatable characters, making viewers more likely to identify with the story lines. #Fails • The video doesn’t quite score highly enough on any of the TubeRank viral triggers to get people talking about and sharing it. The low share/view ratio indicates that the brand probably had to put a significant media spend behind the view count. * Stats are for an example video in the series, not the whole campaign • The whole campaign was spread across 30 videos, diluting the overall impact of the individual videos and reducing their viral impact. SOCIAL VIDEO INSIGHT REPORT - Soft drinks & alcohol // November ’13 PAGE 2
  • CASE STUDIES: BEER & LAGER Shares: 77,938 | Views: 3,967,039 SHARE-TO-VIEW RATIO = 1:51 Tui Beer: Guy finds house plumbed with beer (Sep 2013) New Zealand based niche brewery, Tui teamed up with a group of local men to prank their friend by re-plumbing his entire house to dispense nothing but beer. The team then rigged the building with hidden cameras to capture his hilarious reaction. #Wins: • Public prank campaigns have become increasingly popular in viral marketing and beer COMMUNITIES OF INTEREST: Internet culture General CONVERSATION TRIGGERS: brands lend themselves perfectly to the format, often relying on juvenile humour and targeting a largely male demographic. The video worked so well because it made people think about how they would react in that situation and the idea of having chilled beer literally ‘on tap’ in your own home is many men’s idea of paradise. • The attention to detail and elaborate nature of the stunt, combined with hilarious reaction footage, provided plenty of conversation triggers, from hilarity to disbelief and the video received extensive media coverage, catapulting the relatively unknown brand into the viral limelight. #Fails: • There’s a fine line between keeping the branding in a viral campaign subtle and risking having your marketing message lost in the noise. The Tui Brewery just about managed to fall the right side of the fence, but the brand could have benefited from a more obvious association to the video, with many people assuming it was just another UGC YouTube stunt. SOCIAL VIDEO INSIGHT REPORT - Soft drinks & alcohol // November ’13 PAGE 3
  • CASE STUDIES: BEER & LAGER Shares: 206,547 | Views: 7,585,485 SHARE-TO-VIEW RATIO = 1:37 Guinness: Basketball commercial (Sep 2013) As part of Guinness’ ‘Made of More’ campaign, designed to celebrate the resilience of the human spirit, the brand released an ad featuring a group of men playing wheelchair basketball. The heartwarming video manages to capture the essence of friendship in an unexpected twist at the end… with the exception of just one guy who is physically wheelchair bound, they all stand up and walk. #Wins: • The video scored high for emotional conversation triggers. Beer brands tend to be COMMUNITIES OF INTEREST: renowned for producing stereotypically masculinized campaigns, so it makes a refreshing change to see a company use sentimentality as a viral talking point. • The high production values, complete with a moving sound track and the voice of a silver Sports Music CONVERSATION TRIGGERS: General tongued narrator creates a cinematic style which makes the video a pleasure to watch and increases its sharability. #Fails: • Guinness is famed for iconic advertising campaigns, including Surfer and Back in Time. However, with more and more beer brands launching interactive campaigns packed full of high octane stunts and elaborate pranks, this traditional advertising style has become somewhat outdated. The brand has received criticism recently for failing to target younger generations and woo new consumers. SOCIAL VIDEO INSIGHT REPORT - Soft drinks & alcohol // November ’13 PAGE 4
  • CASE STUDIES: SPIRITS Shares: 1147 | Views: 1,359,149 SHARE-TO-VIEW RATIO = 1:1185 Grey Goose: Fly beyond (Oct 2013) Traditionally Grey Goose’s advertising has been less about the product itself than the elegant sexy people who drink it. Like many other spirits brands, the vodka manufacturer has focused on selling the concept of sophistication and glamour that is often associated with cocktail bars and the party life style. Last month Grey Goose launched a new campaign focusing on its status as a luxury vodka brand by highlighting the history and craftsmanship that goes into the drink’s production. COMMUNITIES OF INTEREST: #Wins • The video revolves around the remarkable story of how the brand’s creator defied General CONVERSATION TRIGGERS: expectations in France and throughout the spirits world to create a vodka that would set a standard of luxury in the super premium category. It’s a clever way to put a personal face to the brand and create the impression of a specialist craft distillery that appeals to sophisticated consumers who care about where their products come from. #Fails • Ultimately this is a TV ad with a media spend for online views and it lacks a specific target community of interest and the relevant conversational triggers to make it sharable - as indicated by the extremely low share to view ratio. SOCIAL VIDEO INSIGHT REPORT - Soft drinks & alcohol // November ’13 PAGE 5
  • CASE STUDIES: SPIRITS Shares: 12,278 | Views: 397,353 SHARE-TO-VIEW RATIO = 1:32 Southern Comfort: Karate | Whatever’s Comfortable (Aug 2013) Southern Comfort has long positioned itself as a drink that can be enjoyed at relaxing occasions where people feel free to just ‘be themselves’. Karate is the latest instalment in the brand’s ‘Whatever’s Comfortable’ campaign - a series of character portraits that wordlessly give viewers a glimpse into the life of a unique individual who goes about his business, his way, with Southern Comfort in hand. Following the success of Beach, the spirit manufacturer has stepped away from its earlier attempts to rebrand Southern Comfort as a trendy new drink to be enjoyed by young partygoers, (remember those terrible old So-Co ads?), and instead opted for a unique deadpan comedic style. COMMUNITIES OF INTEREST: #Wins Internet culture Film CONVERSATION TRIGGERS: Music • In contrast to the glamorous young socialites that tend to be a staple part of the marketing of most spirits companies, Southern Comfort has gone for for a somewhat unlikely brand hero – the middle aged, mustached oddball! The unusual character and surreal scenario makes the video score highly for ‘LOL’ and ‘WTF’ conversation triggers. • The ‘whatever’s comfortable’ slogan celebrates the fact that it’s okay to simply ‘be who you are’, delivering the message that Southern Comfort is the drink of the ‘average winner’. • Despite having a relatively low view count, the high sharing ratio shows that the video is ticking the right boxes the get people talking about the campaign. SOCIAL VIDEO INSIGHT REPORT - Soft drinks & alcohol // November ’13 PAGE 6
  • CASE STUDIES: SPIRITS Shares: 2,351 | Views: 361,992 SHARE-TO-VIEW RATIO = 1:154 Pop culture CONVERSATION TRIGGERS: From Warhol to Jay-Z, ABSOLUT vodka has a rich heritage of collaborating with inspirational personalities. As part of its ‘Transform Today’ campaign, the brand enlisted a group of 4 contemporary artists from around the world, whose work embodied the spirit of creativity and challenging the norm. The result was a 90-second film intended to inspire others to change their lives. When it comes to a prime example of the tendency for spirits brands to market their products around the idea of a desirable life style then this is it. The message is clear, the type of people who drink this particular brand of vodka are cool, trendy, cutting edge and not afraid to challenge the norm. The aspirational slogan of the ad is that Absolut is a brand that ‘allows you to become who you want to become’. COMMUNITIES OF INTEREST: Music ABSOLUT: Transform Today (Sep 2013) Fashion #Wins The ad is shot in a cinematic style with an atmospheric musical soundtrack and showcasing some genuine artistic talent. The result is a stylish cocktail intended to align the brand with a young, daring, creative generation that is actually pretty interesting to watch. #Fails Ultimately this is still a video packed full of attractive model types partying with the artists, a glass of vodka in hand. Whilst scoring highly on talent it generally lacks core conversation triggers. SOCIAL VIDEO INSIGHT REPORT - Soft drinks & alcohol // November ’13 PAGE 7
  • CASE STUDIES: WINE Shares: 502 | Views: 66,100 SHARE-TO-VIEW RATIO = 1:132 COMMUNITIES OF INTEREST: Internet culture General CONVERSATION TRIGGERS: SLO Down Wines: #GoesGreatWith (May 2013) Historically wine brands don’t tend to have many viral hits. This is largely because they simply don’t include the right viral conversation triggers that get people talking and sharing. But small Californian winemaker, SLO down wines, bucked the industry trend of stuffy, elitist ads, with a rather unusual approach to wine parings! Featuring Brendon Allen, the spokesman for SLO Down Wines, the brand released a series of ads exploring a range of suggestive wine pairings including threesomes, bongs, and sadomasochism! #Wins • The WTF nature of the campaign was a clever way for a small and relatively unheard of brand to capture the attention of the internet and set itself aside from its competitors. • A quick look at the company website makes it clear that the brand is clearly positioning itself as a young, quirky and humourous company which makes a refreshing change for a wine manufacturer. #Fails • The brand video was only uploaded to Vimeo, which tends to have lower engagement rates than YouTube. Despite scoring relatively highly for conversation triggers, the share ratio would probably have been higher if the video had been accessible to a wider audience. SOCIAL VIDEO INSIGHT REPORT - Soft drinks & alcohol // November ’13 PAGE 8
  • ALCOHOL VERTICAL SNAP SHOT - BEER AND LAGER Video Viral Stats iiiiiiiiiiiiiiiiiiiiiii iiiiiiiiiiiiiiiiiiiiiiii iiiiiiiiiiiiiiiiiiiiiii iiiiiiiiiiiiiiiiiiiiiiii iiiiiiiiiiiiiiiiiiiiiii iiiiiiiiiiiiiiiiiiiiiiii iiiiiiiiiiiiiiiiiiiiiii iiiiiiiiiiiiiiiiiiiiiiii iiiiiiiiiiiiiiiiiiiiiii iiiiiiiiiiiiiiiiiiiiiiii Conversation Triggers Heineken - The Candidate Shares - 374,513 | Views - 5,224,317 SHARE-TO-VIEW RATIO = 1:14 Budweiser - The Clydesdales: "Brotherhood" Shares - 8,444 | Views - 388,992 * SHARE-TO-VIEW RATIO = 1:46 *The original video got over 1 million shares but is now set to private Molson Canadian - The Beer Fridge Shares - 31,712 | Views - 19,73,340 SHARE-TO-VIEW RATIO = 1:62 Guinness - Clock Shares - 42,309 | Views - 1,156,315 SHARE-TO-VIEW RATIO = 1:27 Maccabee Beer - TastyTasty SOCIAL VIDEO INSIGHT REPORT - Soft drinks & alcohol // November ’13 Shares - 6,003 | Views - 1,067,030 SHARE-TO-VIEW RATIO = 1:178 PAGE 9
  • ALCOHOL VERTICAL SNAP SHOT - SPIRITS Video Viral Stats iiiiiiiiiiiiiiiiiiiiiiii iiiiiiiiiiiiiiiiiiiiiiii iiiiiiiiiiiiiiiiiiiiiiii iiiiiiiiiiiiiiiiiiiiiiii iiiiiiiiiiiiiiiiiiiiiiii iiiiiiiiiiiiiiiiiiiiiiii iiiiiiiiiiiiiiiiiiiiiiii iiiiiiiiiiiiiiiiiiiiiiii iiiiiiiiiiiiiiiiiiiiiiii iiiiiiiiiiiiiiiiiiiiiiii Conversation Triggers Johnnie Walker - From the Future Shares - 3,319 | Views - 95,867 SHARE-TO-VIEW RATIO = 1:29 Smirnoff Ice - ‘Straight Primpin’ Shares - 435 | Views - 416,164 SHARE-TO-VIEW RATIO = 1:957 Wild Turkey Bourbon - #Nevertamed Shares - 366 | Views - 59,120 SHARE-TO-VIEW RATIO = 1:162 Cruzan Rum - Welcome to The Don't Hurry Shares - 16,521 | Views - 8,853,266 SHARE-TO-VIEW RATIO = 1:536 Captain Morgan - For Gold and Glory SOCIAL VIDEO INSIGHT REPORT - Soft drinks & alcohol // November ’13 Shares - 1062 | Views - 1,207,105 SHARE-TO-VIEW RATIO = 1:1137 PAGE 10
  • BRAND TRENDS: SOFT DRINKS Key brand observations The long story... It’s not just alcohol brands seeking to align themselves with consumer lifestyle choices; soft drinks companies are placing increasing importance on the production of compelling content to create a story that their audience actively wants to be a part of. The success of Red Bull’s Stratos Jump and subsequent adrenaline-fueled videos underlines a broad cultural shift in viral marketing strategies, with brands focusing on specific communities of interest in order to associate themselves with a target demographic. In Red Bull’s case, the brand is appealing to sporting communities by showcasing the kind of talent that viewers aspire to and creating something remarkable that people want to share. In an effort to increase audience engagement with brands, there has also been a rise in the use of experiential marketing strategies in the soft drinks sector, with the likes of Coca-Cola and Pepsi being just a few to launch big budget public stunts and pranks designed to get viewers talking about and sharing their content online. Source Flickr: Tambako the Jaguar Celebrity endorsement is another common theme, especially in the advertising of soft drinks brands which largely target the 16-34 year old demographic who have a strong affinity to music and pop culture. SOCIAL VIDEO INSIGHT REPORT - Soft drinks & alcohol // November ’13 PAGE 11
  • CASE STUDIES: SOFT DRINKS Shares: 938,869 | Views: 39,485,765 SHARE-TO-VIEW RATIO = 1:42 Pepsi: Test Drive (Mar 2013) Pepsi teamed up with NASCAR driver, Jeff Gordon, to give an unsuspecting car salesman the test-drive of his life. Disguised as a would-be customer, Gordon took the salesman out for a vomit inducing spin, leaving him clinging to his passenger seat for dear life. The whole stunt was captured on a series of hidden cameras inside the car. #Wins: • The best viral ratios always come from clips that provoke a strong emotional response in a viewer; anything from laughter to shock and disbelief, and filming people’s reactions to public stunts is a clever way to tick some of those boxes. The salesman’s hilarious reaction to the stunt provided some powerful sharing triggers and got people thinking about how they would have reacted in that situation. COMMUNITIES OF INTEREST: Auto Internet culture CONVERSATION TRIGGERS: Sports #Fails: • Unfortunately the elaborate prank was actually a fake. The fact that the salesman’s emotional reaction wasn’t genuine took some of the comedy impact away from the video. Nevertheless, the interweb loves the chance to go on a bit of a detective mission and the real or fake debate actually worked in the brand’s favour for a while by fueling conversations around the ad. SOCIAL VIDEO INSIGHT REPORT - Soft drinks & alcohol // November ’13 PAGE 12
  • CASE STUDIES: SOFT DRINKS Shares: 1342838 | Views: 65,923,076 SHARE-TO-VIEW RATIO = 1:49 Evian: Baby and Me (April 2013) Evian continued its long running ‘Live Young’ campaign, following on from the huge success of “Waterbabies” and the viral smash hit, “Rollerbabies”, with Baby & Me. The video featured a group of adults dancing with miniature versions of their younger selves in the side of a mirrored building to a catchy remix of “Here Comes the Hotstepper”. It’s always interesting to see brands developing trademark styles across their marketing. It can be a great way for agencies to build a repertoir that makes their ads instantly recognisable and develop a fan base of viewers looking for the next installment in a campaign.. COMMUNITIES OF INTEREST: #Wins: Music Pop culture Parenting CONVERSATION TRIGGERS: Internet culture • Cute babies always score highly on the list of viral triggers. Cute babies dancing to a catchy pop song is even better. Throw in the quirky element of adults grooving with miniature versions of their younger selves and you’ve got some powerful conversation starters. #Fails: • In addition to it’s TV and online ads, Evian expanded the reach of the campaign by developing a free “Baby & Me” app for Facebook, Android, and iPhone that uses advanced facial recognition software to reveal the user’s baby face. However the app wasn’t available until over a month after the campaign launched and the hype had died down, reducing the impact it might otherwise have had. SOCIAL VIDEO INSIGHT REPORT - Soft drinks & alcohol // November ’13 PAGE 13
  • CASE STUDIES: SOFT DRINKS Shares: 251,774 | Views: 10,837,268 SHARE-TO-VIEW RATIO = 1:43 Pop culture CONVERSATION TRIGGERS: Red Bull teamed up with bike stuntman, Danny MacAskill, to create another another adrenaline-fueled video. The 7-minute short film featured MacAskill performing acrobatic stunts on giant versions of his old childhood toys; from comic books, to army tanks and decks of cards. Like most of Red Bull’s online video content, this latest ad contains no direct reference to the soft drink itself (with the exception of a branded helmet). The emphasis is on associating the brand with adventure, showcasing the kind of talent that viewers aspire to and actively want to be a part of. COMMUNITIES OF INTEREST: Sports Red Bull: Danny MacAskill's Imaginate (June 2013) Internet culture #Wins •MacAskill already has a sizeable following on YouTube and Red Bull managed to tap into his existing fan base by featuring him in the video. •The action scored highly for talent on TubeRank appealing to biking and sports communities, increasing the likelihood of people talking about and sharing the video. •The novelty factor of the giant toys created a sense of childhood nostalgia, creating another reason for people to talk about the campaign. SOCIAL VIDEO INSIGHT REPORT - Soft drinks & alcohol // November ’13 PAGE 14
  • SOFT DRINKS VERTICAL SNAP SHOT Video Viral Stats iiiiiiiiiiiiiiiiiiiiiii iiiiiiiiiiiiiiiiiiiiiiii iiiiiiiiiiiiiiiiiiiiiii iiiiiiiiiiiiiiiiiiiiiiii iiiiiiiiiiiiiiiiiiiiiii iiiiiiiiiiiiiiiiiiiiiiii iiiiiiiiiiiiiiiiiiiiiii iiiiiiiiiiiiiiiiiiiiiiii iiiiiiiiiiiiiiiiiiiiiii iiiiiiiiiiiiiiiiiiiiiiii Conversation Triggers Pepsi: Beyoncé "Mirrors" Shares - 92,098 | Views - 12,523,732 SHARE-TO-VIEW RATIO = 1:136 Coca-Cola: Small World Machines Shares - 91,415 | Views - 2,320,197 SHARE-TO-VIEW RATIO = 1:25 IRN-BRU: Mum Shares - 23,564 | Views - 1,682,751 SHARE-TO-VIEW RATIO = 1:71 Red Bull: Mad Mike drifting Crown Range Shares - 62,084 | Views - 2,407228 SHARE-TO-VIEW RATIO = 1:39 Coca-Cola: Unlock the 007 in you Shares - 359,209 | Views - 10,643,115 SHARE-TO-VIEW RATIO = 1:30 SOCIAL VIDEO INSIGHT REPORT - Soft drinks & alcohol // November ’13 PAGE 15
  • UGC TRENDS: SOFT DRINKS AND ALCOHOL Key UGC observations What can brands learn from the success of home made video hits? Brands can learn a lot about consumer interests by paying attention to what’s trending on YouTube. As part of our weekly research for The Drum Viral Video Chart, our team scrapes data from across the internet to pull together a top-10 rundown of the most popular UGC videos from the previous 7 days. As with the Food and Confectionary sector, the readily available nature of soft drinks and alcohol make them perfect ingredients for comedy stunts and culinary experiments…. What happens when you mix a pack of Mentos mints with a can of Coke? How about when you drink a Red Bull and milk cocktail? Or if you turn a bottle of fizzy pop into an explosive rocket? Rest assured, all these questions and more have been answered by YouTubers already! We used TubeRank to break down the key conversation triggers of some of the most popular alcohol and soft drinks UGC clips of 2013, to help marketers get a better grip on popular trends when planning their ad campaigns. SOCIAL VIDEO INSIGHT REPORT - Soft drinks & alcohol // November ’13 PAGE 16
  • TRENDING UGC VIDEOS - SOFT DRINKS & ALCOHOL Comediva: Beer of Thrones (Game of Thrones Parody) BuzzFeedFood: How To Open A Beer Bottle Without Touching It Milonak Grupa: Gangnam Style Parody (VODKA STYLE) The Sounds of AHH by Kurt Hugo Schneider & Kevin Olu IIIIIIIIIIIIIIIIIIIIII IIIIIIIIIIIIIIIIIIIIII IIIIIIIIIIIIIIIIIIIIII IIIIIIIIIIIIIIIIIIIIII IIIIIIIIIIIIIIIIIIIIII IIIIIIIIIIIIIIIIIIIIII IIIIIIIIIIIIIIIIIIIIII IIIIIIIIIIIIIIIIIIIIII IIIIIIIIIIIIIIIIIIIIII IIIIIIIIIIIIIIIIIIIIII IIIIIIIIIIIIIIIIIIIIII IIIIIIIIIIIIIIIIIIIIII Shares: 11,163 | Views: 529,313 Shares: 22,954 | Views: 2,883,786 Shares: 9,404 | Views: 1,837,652 Shares: 1,298 | Views: 86,174 SHARE-TO-VIEW RATIO = 1:47 SHARE-TO-VIEW RATIO = 1:126 SHARE-TO-VIEW RATIO = 1:195 SHARE-TO-VIEW RATIO = 1:66 HowToBasic: How To Make Coke Grant Thompson: Self Freezing Coke Skippy62able: Redbull and Milk Challenge Slow Motion Coke Rocket - Geek Week IIIIIIIIIIIIIIIIIIIIII IIIIIIIIIIIIIIIIIIIIII IIIIIIIIIIIIIIIIIIIIII IIIIIIIIIIIIIIIIIIIIII IIIIIIIIIIIIIIIIIIIIII IIIIIIIIIIIIIIIIIIIIII IIIIIIIIIIIIIIIIIIIIII IIIIIIIIIIIIIIIIIIIIII IIIIIIIIIIIIIIIIIIIIII IIIIIIIIIIIIIIIIIIIIII IIIIIIIIIIIIIIIIIIIIII IIIIIIIIIIIIIIIIIIIIII Shares: 7,829 | Views: 2,433,595 Shares: 37,525 | Views: 4,987,672 Shares: 3,675 | Views: 1,198,392 Shares: 1,202 | Views: 219,255 SHARE-TO-VIEW RATIO = 1:311 SHARE-TO-VIEW RATIO = 1:133 SHARE-TO-VIEW RATIO = 1:326 SHARE-TO-VIEW RATIO = 1:182 SOCIAL VIDEO INSIGHT REPORT - Soft drinks & alcohol // November ’13 PAGE 17
  • YOUTUBE - POPULAR SOFT DRINKS & ALCOHOL YOUTUBE CHANNELS Vertical Channel IIIIIIIIIIIII IIIIIIIIIIIII IIIIIIIIIIIII IIIIIIIIIIIII IIIIIIIIIIIII IIIIIIIIIIIII IIIIIIIIIIIII IIIIIIIIIIIII Stats Description Will It Blend? Subscribers: 645,675 Views: 227,597,880 Blendtec’s official YouTube channel. A series of viral infomercials testing the strength of the blades by turning various unusual objects into ‘smoothies’, including smart phone, iPads and car parts. Brewing TV Subscribers: 16,911 Views: 972,336 Brewing TV's mission is to cover the world of home brewing through the magic of video. The Wine Guy Subscribers: 1,947 Views: 44,266 A dedicated wine channel featuring introductory lessons on how to select, smell and taste wine, as well expert news and reviews of wines from around the world. Beer Geek Nation Subscribers: 15,083 Views: 1,752,859 SOCIAL VIDEO INSIGHT REPORT - Soft drinks & alcohol // November ’13 Craft beer video reviews for the beer geek in all of us. PAGE 18
  • TOP SOFT DRINKS AND ALCOHOL BLOGS 12 Bottle Bar Travels With Beer The Boys Club Five O'Clock Cocktails IIIIIIIIIIIIIIIIIIIIIIIIIIII IIIIIIIIIIIIIIIIIIIIIIIIIIII IIIIIIIIIIIIIIIIIIIIIIIIIIII IIIIIIIIIIIIIIIIIIIIIIIIIIII IIIIIIIIIIIIIIIIIIIIIIIIIIII IIIIIIIIIIIIIIIIIIIIIIIIIIII IIIIIIIIIIIIIIIIIIIIIIIIIIII IIIIIIIIIIIIIIIIIIIIIIIIIIII IIIIIIIIIIIIIIIIIIIIIIIIIIII IIIIIIIIIIIIIIIIIIIIIIIIIIII IIIIIIIIIIIIIIIIIIIIIIIIIIII IIIIIIIIIIIIIIIIIIIIIIIIIIII IIIIIIIIIIIIIIIIIIIIIIIIIIII IIIIIIIIIIIIIIIIIIIIIIIIIIII IIIIIIIIIIIIIIIIIIIIIIIIIIII IIIIIIIIIIIIIIIIIIIIIIIIIIII Gastronomista The Thirsty Wench Guys Drinking Beer Jameson Fink IIIIIIIIIIIIIIIIIIIIIIIIIIII IIIIIIIIIIIIIIIIIIIIIIIIIIII IIIIIIIIIIIIIIIIIIIIIIIIIIII IIIIIIIIIIIIIIIIIIIIIIIIIIII IIIIIIIIIIIIIIIIIIIIIIIIIIII IIIIIIIIIIIIIIIIIIIIIIIIIIII IIIIIIIIIIIIIIIIIIIIIIIIIIII IIIIIIIIIIIIIIIIIIIIIIIIIIII IIIIIIIIIIIIIIIIIIIIIIIIIIII IIIIIIIIIIIIIIIIIIIIIIIIIIII IIIIIIIIIIIIIIIIIIIIIIIIIIII IIIIIIIIIIIIIIIIIIIIIIIIIIII IIIIIIIIIIIIIIIIIIIIIIIIIIII IIIIIIIIIIIIIIIIIIIIIIIIIIII IIIIIIIIIIIIIIIIIIIIIIIIIIII IIIIIIIIIIIIIIIIIIIIIIIIIIII An art and design blog focused on the culture of food and drink. A geek girl’s blog about beer, breweries and bastard cats. Journalists covering the world of craft beers. Food and wine writer, blogger, social media marketer, and wine professional. Classic cocktail recipes, reviews of cocktail books and products, and interviews with some of the cocktail world’s luminaries. Photographer and beer aficionado, Robert Gale, travels the world in search of great beer adventures. SOCIAL VIDEO INSIGHT REPORT - Soft drinks & alcohol // November ’13 Comprehensive alcohol appreciation blog, everything you need to know about beer, wine, spirits and mixology. The Five O’Clock Cocktail Blog serves up cocktail recipes five days a week at 5 pm PAGE 19
  • TWITTER - POPULAR SOFT DRINKS & ALCOHOL INFLUENCERS Beer Advocate @BeerAdvocate Followers: 412,079 Beer tweets by @JasonAlstrom @ToddAlstrom, BeerAdvocate founders, hardcore champions of craft beer + brewing. Respect #Beer. BarChick @HotBarChick Followers: 12,340 Like Goose, a great wingman. Writing about the best bars in the world. Joe Cross @JoetheJuicer Followers: 67,260 Joe Cross is a documentary film maker, health advocate and fruit and vegetable fan. lose weight and get healthy the simple way. GinMonkey @GinMonkeyUK Followers: 10,240 Independent & impartial cocktail bar reviews & other musings. Beer47 @beer47 Followers: 47,832 Reviews, news, and more about beer, home brewing, beer events, and cooking with beer. Drink Spirits @drinkspirits Followers: 11,991 Drink Spirits helps you figure out what to drink next with spirit articles, reviews and interviews. All About Beer @allaboutbeer Followers: 42,107 Celebrating the world of beer culture. SOCIAL VIDEO INSIGHT REPORT - Soft drinks & alcohol // November ’13 PAGE 20
  • A BIT MORE ABOUT VAN VAN is a social video platform, providing technology and services to agencies and brands to create awesome shareable video. Our platform is used by leading agencies and brands across the world, and was created by the founders of award-winning viral agency Rubber Republic. To find out more about VAN’s work, read this Forbes review, visit www.JoinVAN.com, or try one of our products: #KITTENCAMP VIRAL AD NETWORK TUBERANK We offer a range of tools to help individuals and teams learn the art of social video. Our regular #KittenCamp events, agency training workshops & online tutorials can help you build your knowledge (and have a LOL too). Our TubeRank app provides a model to help you plan a successful (and shareable) social video. VAN also provides insight in the form of trend analysis and benchmarking data for specific online communities / verticals. Book your ticket for our next event Explore TubeRank SOCIAL VIDEO INSIGHT REPORT - Soft drinks & alcohol // November ’13 CREATORS NETWORK VIRAL AD NETWORK We provide a platform for the commissioning of social video with VAN’s Creator Network. The network consists of a selection of handpicked video producers, YouTubers and web publishers; and allows a range of social video collaboration. Our Viral Ad Network can ensure your video gets the coverage it needs. We offer guaranteed views across our network of over 5,000 publishers. We can also offer advertorial placements & other bespoke publisher partnership solutions. Distribute your next video with VAN PAGE 21
  • JOINVAN.COM // @JOINVAN