Making sure that alcohol marketing reaches people of a legal drinking age is a major challenge for alcohol brands in the social media space. Making life a little easier for brands, Twitter and Buddy Media have launched a free tool to help brands market to people of a legal drinking age.
“When users attempt to follow a beer, wine or spirit brand on the social site, they will automatically receive a direct message on Twitter from the company, directing them to an age screening page. If they give an age that meets the requirement of their local drinking law, the consumers will be able to follow alcohol brands,” the drinks business reported.
“Jack Daniel’s, Jim Beam, and MillerCoors’ Coors Light and Miller Lite have served as the testing group. Now that the program is public, any advertiser can go ahead and add the restrictions onto their Twitter account.
“The age-supplying process is a one-time deal, so users don’t have to continually enter their birth date to follow each new brand.”