Earlier this year Pernod Ricard created a Facebook pledge campaign encouraging Europeans to drink responsibly, and although that particular campaign was a flop (it received a measly 115 Facebook 'Likes'), the Anheuser-Busch pledge has just been launched to do the same for beer drinkers in the United States.
The American beer brand, which launched its 'When to Say When' campaign 30 years ago, hopes to persuade beer drinkers to promise that they will engage in responsible drinking by taking the Anheuser-Busch pledge on its dedicated website, NationofResponsibleDrinkers.com. Once a person has taken the pledge, he or she can share it on Facebook as well as submit his or her geographical information so that Anheuser-Busch can mark it on a digital map. When people hover or click on the map, an image of someone who has taken the pledge will pop up.
Anheuser-Busch's VP of corporate social responsibility Kathy Casso stated, "With close to half a billion adults on Facebook, we see an enormous opportunity to expand our reach to newer generations of adult drinkers."
Beer-Branded Oaths
Take the Anheuser-Busch Pledge to Drink Responsibly
Trend Themes
1. Digital Pledge Campaigns - Creating online platforms for consumers to take pledges and engage in responsible behavior, providing opportunities for brands to promote their message.
2. Geographical Tracking - Utilizing geographical information to visually represent the impact of responsible drinking pledges, allowing for personalized and localized messaging.
3. Social Media Engagement - Leveraging social media platforms like Facebook to encourage individuals to share their responsible drinking pledges, amplifying brand reach.
Industry Implications
1. Alcohol and Beverage Industry - Opportunities for alcohol brands to integrate responsibility initiatives into their marketing strategies and build positive brand reputation.
2. Digital Marketing Industry - The rise of online pledge campaigns presents new avenues for digital marketers to engage consumers and promote responsible behavior.
3. Location-based Marketing Industry - Using geographical tracking to target consumers based on their location, providing opportunities for location-based marketing strategies in the alcohol industry.