Zoom Media & Marketing: ZoomSocial Alcohol Category Deck
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Zoom Media & Marketing: ZoomSocial Alcohol Category Deck Presentation Transcript

  • 1. zoommedia.com ZoomSocial: Alcohol Category Deck
  • 2. Zoom Media & Marketing is the dominant player in the nightlife and bars space ZoomSocial patrons are affluent trendsetters and influentials. Reach this ideal target on premise, as they are deciding what drink to purchase.
  • 3. Reach socially active consumers with the ZoomSocial network: • Affluent ($69K Avg HHI) • Educated (Bachelor’s Degree+ Index 154) • Average 7 visits per month to ZoomSocial Venues • 86 Minute Dwell Time • 81% A21-34 Why ZoomSocialTM ? MRI:Doublebase 2012. Base = A21+ ZoomSocial network defined as A21-34 who go to bars/nightclubs 2+ times a month Engage target audience in a relevant viewing environment with Digital Signage, static billboard & promotional offerings in ZoomSocial.
  • 4. Sponsor events & promos in ZoomSocial bars to reach avid football fans • Sponsored Viewing Parties • Coasters, Pint Glasses, Napkins • Custom OOH Media • Sponsorship Activations
  • 5. ZoomSocial Patrons are Beer Drinkers MRI:Doublebase 2012. Base = A21-34 ZoomSocial network defined as A21-34 who go to bars/nightclubs 2+ times a month Heavy Regular Domestic Beer/Ale Drinkers Index 229 Heavy Premium Domestic Beer/Ale Drinkers Index 226 Heavy Total Beer/Ale Drinkers Index 206 Heavy Low Calorie Domestic Beer Drinkers Index 204 Heavy Imported Beer/Ale Drinkers Index 189
  • 6. ZoomSocial Patrons Drink a Variety of Liquors Any Whiskey Index 230 Tequila Index 220 Vodka Index 217 Rum Index 214 Malt Liquor Index 202 Brandy, Cognac, Cordials & Liqueurs Index 194 Prepared Mixed Drinks with Liquor Index 169 MRI:Doublebase 2012. Base = A21-34 ZoomSocial network defined as A21-34 who go to bars/nightclubs 2+ times a month
  • 7. Digital Signage Campaign in ZoomSocial to promote Stoli’s new Hot & Stick Brand. Stoli brand spots as well as sponsorship of entertainment news ran in Zoom’s bars and nightlife venues. Stoli ZoomSocial Campaign Summer 2012 Program
  • 8. Van Gogh Vodka ZoomSocial Campaign OBJECTIVE To increase awareness and drive on-premise consumption of Van Gogh Vodka amongst women who go out together EXECUTION DETAILS Media campaign in Zoom’s Social Network venues where Van Gogh Vodka was stocked • Classic boards in women’s restrooms featured multiple creatives to engage patrons • Text-in code on Classic boards encouraged women to text in for drink recipes November – December 2010 Program
  • 9. Heineken Draught ZoomSocial Campaign OBJECTIVE To drive on-premise consumption of Heineken Draught of among an A21+ audience EXECUTION DETAILS Digital Signage campaign on ZoomSocial Video Network™ to reach consumers at point of purchase • Zoom identified bars that serve Heineken Draught on tap May – July 2011 Program
  • 10. zoommedia.com Appendix
  • 11. ZoomSocial History Discovery ESPN TBS TNT Heavy Low-Calorie Domestic Beer Drinkers 204 123 127 160 107 125 Malt Liquor Drank in Last 6 Months 202 105 105 132 103 110 Drinks Whiskey 230 123 122 132 104 111 Heavy Imported Beer Drinkers 189 129 131 146 117 130 Alcohol Category - Entertainment Cable Nets ZoomSocial TM Delivers Consumer Comparison MRI:Doublebase 2012. Base = A21-34 ZoomSocial network defined as A21-34 who go to bars/nightclubs 2+ times a month TV Networks pulled based on entertainment networks watched in past 7 days during primetime , excluding news and educational programs
  • 12. ZoomSocial History Discovery ESPN TBS TNT Drinks Brandy, Cognac, Cordials & Liqueurs 194 106 106 106 105 109 Drinks Any Domestic/Imported Wines 186 96 101 99 104 96 Drank Vodka in the Past 6 Months 217 97 103 114 109 108 Drank Prepared Mixed Drinks with Liquor in the past 6 Months 169 97 105 98 113 110 Alcohol Category - Entertainment Cable Nets ZoomSocial TM Delivers Consumer Comparison MRI:Doublebase 2012. Base = A21-34 ZoomSocial network defined as A21-34 who go to bars/nightclubs 2+ times a month TV Networks pulled based on entertainment networks watched in past 7 days during primetime , excluding news and educational programs
  • 13. ZoomSocial History Discovery ESPN TBS TNT Drank Bud Light in Past 6 Months 213 117 117 130 104 113 Drank Yuengling in Past 6 Months 325 139 122 154 114 123 Drank Captain Morgan Spiced in Past 6 Months 271 111 120 141 111 103 Drank Sauza in Past 6 Months 295 149 146 149 109 135 Alcohol Category - Entertainment Cable Nets ZoomSocial TM Delivers Consumer Comparison MRI:Doublebase 2012. Base = A21-34 ZoomSocial network defined as A21-34 who go to bars/nightclubs 2+ times a month TV Networks pulled based on entertainment networks watched in past 7 days during primetime , excluding news and educational programs
  • 14. ZoomSocial & Domestic Beer Brands MRI:Doublebase 2012. Base = A21-34 ZoomSocial network defined as A21-34 who go to bars/nightclubs 2+ times a month Pabst Blue Ribbon Index 352 Landshark Lager Index 340 Yuengling Index 325 Leinenkugel's Index 324 Sierra Nevada Index 308 Blue Moon Index 276 Miller High Life Index 251 Budweiser Select Index 219 Miller Genuine Draft Index 211 Samuel Adams Index 207 Coors Index 202 Budweiser Index 177
  • 15. ZoomSocial & Low-Calorie Domestic Beer Brands MRI:Doublebase 2012. Base = A21-34 ZoomSocial network defined as A21-34 who go to bars/nightclubs 2+ times a month Bud Light Lime Index 271 Coors Light Index 240 Miller Lite Index 229 Bud Light Index 213
  • 16. ZoomSocial & Imported Beer Brands MRI:Doublebase 2012. Base = A21-34 ZoomSocial network defined as A21-34 who go to bars/nightclubs 2+ times a month Harp Index 405 Stella Artois Index 379 Amstel Light Index 339 Red Stripe Index 323 Newcastle Brown Index 318 Tecate Index 312 Dos Equis Index 302 Becks Index 269 Corona Light Index 261 Heineken Index 236 Heineken Light Index 226 Corona Extra Index 215
  • 17. ZoomSocial & Tequila, Whiskey and Gin MRI:Doublebase 2012. Base = A21-34 ZoomSocial network defined as A21-34 who go to bars/nightclubs 2+ times a month Jameson Index 344 Bombay Sapphire Index 299 Sauza Index 295 Patrón Index 283 Jose Cuervo Index 214 Seagram’s Index 203
  • 18. ZoomSocial Patrons & Rum Brands MRI:Doublebase 2012. Base = A21-34 ZoomSocial network defined as A21-34 who go to bars/nightclubs 2+ times a month Bacardi Light/Regular/Superior Index 301 Captain Morgan Spiced Index 271 Malibu Coconut Index 244 Bacardi Gold Index 212
  • 19. ZoomSocial Patrons & Vodka Brands MRI:Doublebase 2012. Base = A21-34 ZoomSocial network defined as A21-34 who go to bars/nightclubs 2+ times a month Stoli Flavored Vodka Index 413 Ketel One Index 378 Svedka Index 356 Three Olives Index 342 Grey Goose Index 272 Smirnoff No. 21 (80 proof) Index 262 Skyy Index 253 Absolut Index 243 Smirnoff Twist (Flavors) Index 218
  • 20. ZoomSocial Patrons & Wine Domestic Wines [Sauvignon Blanc] Index 274 Domestic Wines [Cabernet Sauvignon] Index 271 Domestic Wines [Chardonnay] Index 263 Domestic Wines [Pinot Noir] Index 257 Domestic Wines [Pinot Grigio] Index 249 Champagne & Sparkling Wines Drank in Last 6 Months Index 225 Domestic Wines [Merlot] Index 224 Port, Sherry & Dessert Wines Drank in Last 6 Months Index 191 Domestic Dinner/Table Wines Drank in Last 6 Months Index 186 MRI:Doublebase 2012. Base A21-34 ZoomSocial network defined as A21-34 who go to bars/nightclubs 2+ times a month
  • 21. ZoomSocial Patrons & Imported Wine French Red Index 345 Spanish Red Index 332 Italian White Index 317 Italian Red Index 300 South American Red Index 297 Australian White Index 290 Australian Red Index 248 Imported Dinner/Table Wine Drank in Last 6 Months Index 227 MRI:Doublebase 2012. Base A21-34 ZoomSocial network defined as A21-34 who go to bars/nightclubs 2+ times a month