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BizReport : Social Marketing : March 06, 2007

Anheuser-Busch mingling with clubbers online

After a viral push in clubs and bars on the West Coast, Anheuser-Busch’s tie-up with MingleNow is pushed in to the limelight.

by Helen Leggatt

Hot on the heels of comes Anheuser-Busch’s (A-B) next foray in to the social media scene. Called “Clink”, it’s part of their “Here’s to Beer” television and internet campaign, an unbranded promotion of the social benefits of drinking beer aimed at promoting beer above spirits and wine.


“Clink” encourages MingleNow’s 300,000-plus members to take photographs of friends clinking beer glasses or bottles together and posting them to the site. Contests will be held throughout the year. The "Clink" area of the social networking site features ads exclusively from A-B.

"We were attracted to MingleNow's goal to have 2m users and its vision. It is also focused on the 21 to 25 year old demographic that is also our target. And we know that that demographic doesn't like direct marketing so we are trying a different approach with MingleNow,” said Tom Shipley, A-B’s director for global industry development.

Anheuser-Busch sidestepped the social media giants of MySpace and Facebook whose members comprise a high proportion of under-21 year olds. Instead they favored the demographic make-up of MingleNow’s members which consist mainly of 21-35 year old clubbers.

Bob Lachky, executive VP of Global Industry Development for Anheuser-Busch, said, “Virtual social networking has become part of the daily routine of how contemporary adults communicate with each other. Supporting this niche social media outlet where people actively engage in sharing stories and images reinforces the honesty and authenticity of socializing over a beer.”

Tags: social media, social networking

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