Pacifico is using social media like Twitter, Vimeo, and Facebook to promote their brand through user-generated content. They are seeding products to athletes and videographers to include in their content organically. This creates authentic content but also poses challenges as the brand cannot be identified with any one person. The content is seeing success with thousands of video views and engagement on platforms like Vimeo and Twitter. However, the corporate Twitter account lacks authenticity compared to personal accounts. Moving forward, Pacifico aims to build their presence through real people rather than corporate accounts to increase engagement further.

1. Social Media Outreach
Pacifico, Twitter, Vimeo and more.

2. How We’re Doing It
• Super Authentic
• User-created content
• An extension of product seeding

3. Challenges?
• There are some:
- Separation of In-Field Promo Coordinator’s work and
personal accounts is #1 challenge.
- Users and consumers are interacting less with “Pacifico
Simon,” but much more with “Simon.”
- Brand shouldn’t identify with any one person.
- Consumers and users aren’t generally able to think before
reacting, leading to potential user-generated PR drama.

4. Successes?
• Many, despite concerns and challenges!
- Twitter photos, Facebook photos & user-generated
content on Vimeo.
- Video content on MTB sites.

5. Twitter Success
Pacifico’s product seeding efforts have
seen some rewards on Twitter.Volume
of tweets has been low, but tweet
quality and the users tweeting at us
have been rather good.

6. More Twitter Success
• Authentic, legitimate interactions
with the brand, via Twitter.
• Challenge: @PacificoSimon isn’t
generating the same level of
interaction, in large part due to the
fact that the account is a
corporate creation and therefore
inherently lacks authenticity.

7. Vimeo Content? Yup.
• We’ve got Vimeo Content!
• User-generated Pacifico
product placement.

8. Vimeo Views? Yup.
• Just under 5000 views as of
1:44 am, October 11, 2011.
• Views of video embedded at
NSMB.com and VitalMTB.com
aren’t counted by Vimeo, so
actual view count is much
higher.
• Views/day show usual pattern
of low views, extremely high
views right after being
publicized, #s tailing off as
content goes stale.

9. Video Screenshots

10. Pacifico Placement

11. More Pacifico…

12. Background Beers

13. Background Beers

14. Background Beers

15. Background Beers

16. Background Beers

17. Beer Opening Fail?
Yeah, that happened.
Lighter + Pacifico bottle + incompetent individual = FAIL

18. So someone did teach him…

19. VitalMTB Content and
Comments

20. VitalMTB Content and
Comments

21. VitalMTB Content and
Comments

22. A Girl, Pizza, Tongues,
and another Girl.

23. A Girl, Pizza, Tongues,
and another Girl.
Girl

24. A Girl, Pizza, Tongues,
and another Girl.
Girl
Pizza

25. A Girl, Pizza, Tongues,
and another Girl.
Girl
Pizza
More Pizza

26. A Girl, Pizza, Tongues,
and another Girl.
Girl
Pizza
More Pizza
Tongue

27. A Girl, Pizza, Tongues,
and another Girl.
Girl
Pizza
Another Girl!
More Pizza
Tongue

28. A Girl, Pizza, Tongues,
and another Girl.
Girl
Pizza
Another Girl!
More Pizza
Tongue
(Girls are rare in Action Sports videos…)

29. And a bit of Facebook
Action too…

30. Key Learnings
• Pacifico Social Media Content is: • Need-to-do for increased
success?
• User-Generated
• Build up Pacifico’s social media
• Authentic presence through a non-corporate
presence. Real names, real
positions, real people.
• Directed towards specific users,
not the brand itself
• Have a consistent, repeatable, and
simple brand message
• Engaging
• Non-controversial • Take chances. Having to worry
about PR drama creates a huge
lack of engagement.