Here's a quote that may have a ring of familiarity to it:
But no, it's Southern Comfort, and the speaker is Lena DerOhannessian, the company's U.S. Brand Marketing Director.
Examples of their new program include sponsoring a list of the Top 50 all-time cover songs, presented with Spin on their website, including free downloads.
Southern Comfort will also have a Facebook Fan Page that will include videos, news, recipes, and a text platform. In that way, they hope to engage its community of fans and help give Southern Comfort a greater sense of currency and movement, rather than simply being just another kind of alcohol brand.
Southern Comfort's digital strategy includes expanding its "cume" by tying in with other Internet websites, and in the process, taking advantage of their communities and reach. This includes promotions and activities with sites from Comedy Central, Break.com, Hulu, and My Damn Channel. In this way, they can take advantage of the content on these sites to tie in Southern Comfort into those communities.
As DerOhannessian concludes, "We hope to learn significantly more about who our consumer is and what it is as a brand that we can provide to them that would make the communication more satisfying to them and the experience more memorable."
Southern Comfort has done its homework, determining the websites and brands its consumers enjoy. In the process, it has provided them with a digital roadmap that allows them to better connect with customers, instead of just doing bar nights.
Someone on their team has also read Seth Godin's Meatball Sundae. These digital strategic initiatives launched by a legacy "meatball" brand like Southern Comfort should be yet another reminder of the importance of using new platforms and tools to better serve today's customers and communities. And it starts with understanding the consumer, and not just doing digital stuff.