Southern Comfort is making use of its Facebook fan page with a new user-generated content (UGC) contest that is looking for someone to head to New Orleans to act as a social media correspondent for Mardi Gras. (more…)

Spirits brands are feeling too crowded on television and are making a move into digital as they begin to target a new audience. Brown Foreman’s Southern Comfort brand is taking its entire media buy online where advertising runs on a different set of rules than cable television.

Restrictive rules regarding when and where spirits companies are permitted to advertise offers brands only a few nightly shows that are packed with other products. “You’re usually in the same program, if not the same pod, with another spirits advertiser,” said Lena DerOhannessian, Southern Comforts US marketing director. Online, the brand is able to be a sole sponsor and have a broader access that is forbidden on TV. (more…)