A-B Toasts Social Networking With 'Here's to Beer'
Anheuser-Busch partnered with niche social networking site MingleNow.com to launch its "Here's to Beer" campaign, which promotes the beer industry and is sponsored by A-B. The campaign invites MingleNow users to upload pictures of friends toasting each other with mugs or bottles of beer. The photo toasts, which the company has dubbed "clicks," make great pass-alongs with lots of viral potential.
Because the promotion involves the beer industry and not just A-B, the company is hoping to stir the hops-and-barley passions of beer enthusiasts, regardless of whether A-B is their brand of choice. And because the site is built around photo sharing -- with pictures often being snapped inside pubs, which enforce strict age limitations -- the threat of participation by minors is significantly reduced.
