St Catherine of Siena Reflections on her relevance today.pptVIP

Immersive environments Players take on new identities and live a “second life” Actively targeted by alcohol brands Provide much more meaningful interaction than traditional advertising iPhone applications Often available for free Powerfully combines interaction, GPS location services and ability to share with others User becomes a marketer Phone is very personal and important and therefore powerful Offline marketing of online sites Traditional advertising used to drive people to interact Issues to consider First task is to protect the young Eliminate Facebook for underage Prevent underage from “Liking” alcohol brands No back-clicks to correct ages Independent proof of age for branded websites similar to gambling and pornography sites But it’s not just about the young Not suddenly immune to marketing at 18 Apply spirit of the advertising codes to apps and games Bobsleigh/driving concept in Budweiser Ice Cold app Industry can restrict user generated material through intellectual property rights ALCOHOL MARKETING: REVIEWING THE EVIDENCE AND PUSHING THE BOUNDARIES OF “INTERACTIVITY” Patrick Kenny Dublin Institute of Technology What does this tell us? It tells us not to “waste” a night But being “wasted” is important for many young people It tells us who paid for it Diageo is bigger than the drink sensibly message “As many as 9 out of 10 consumers thought that it was good to see Diageo Ireland advertising a responsible drinking message.” - Diageo Ireland Corporate Citizenship Report 2005 For students, drink sensibly don’t drink drive But most importantly... It tells us that alcohol marketers know that marketing works Power of marketing often denied Advertising is designed to support alcohol brands in a declining market - not to recruit new consumers c. €2m per annum on drinking sensibly c. €70m per annum promoting alcohol products You can’t have your cake and eat it... Argument relies on econometric studies Total alcohol consumption and total advertising