Stuart Elliott points to Coors Light’s efforts to reach beer drinkers on Facebook, MySpace and YouTube.
When it comes to the new media, “Everyone, particularly in offline businesses like ours, is still in a very experimental phase,” Andy England, chief marketing officer at Coors Brewing, said. “We, along with our agencies, are trying to learn what works best and expand on those ideas.”
For instance, “if you put a viral video out there,” Mr. England said, like the “perfect pour” clips posted on YouTube, “How long should it be? How branded should it be?”
Here are some other questions for England and his team…
How shaky should the camera be? How many plants (a.k.a. actors) should appear in the video. How much time do the creatives on our account spend on YouTube?