Break Media

Objective

For Southern Comfort’s Fiscal 2010 media campaign, they shifted their focus from branding to brand participation.  Southern Comfort had several key periods of the year (summer, Halloween, holidays, and Mardi Gras), during which they were interested in focusing their marketing efforts.  Southern Comfort turned to Break Media to support and enhance these key periods with a mix of custom programs and targeted media buys.

Execution

To support Southern Comfort’s digital media objectives, our Creative Lab produced the “Social Sportz Net” original series.  This comedic series showcased two roommates, Ted and Neal, as they go head-to-head to prepare, host, and entertain in a party-hosting showdown.   Each webisode featured a different themed party, which aligned with Southern Comfort’s key time periods.  Shot in a sports news-style tone, each installment had a comedic aspect that resonated with the Break audience.  The “Social Sportz Net” original series lived on a custom channel skinned with Southern Comfort branding.  Traffic was driven to Southern Comfort’s custom channel through a variety of promotional media units which contributed to the near one million video views that the “Social Sportz Net” original series received.

Campaign Details

Client
Southern Comfort

Links
SoCo Channel

Objective

For Southern Comfort’s Fiscal 2010 media campaign, they shifted their focus from branding to brand participation.  Southern Comfort had several key periods of the year (summer, Halloween, holidays, and Mardi Gras), during which they were interested in focusing their marketing efforts.  Southern Comfort turned to Break Media to support and enhance these key periods with a mix of custom programs and targeted media buys.

Execution

To support Southern Comfort’s digital media objectives, our Creative Lab produced the “Social Sportz Net” original series.  This comedic series showcased two roommates, Ted and Neal, as they go head-to-head to prepare, host, and entertain in a party-hosting showdown.   Each webisode featured a different themed party, which aligned with Southern Comfort’s key time periods.  Shot in a sports news-style tone, each installment had a comedic aspect that resonated with the Break audience.  The “Social Sportz Net” original series lived on a custom channel skinned with Southern Comfort branding.  Traffic was driven to Southern Comfort’s custom channel through a variety of promotional media units which contributed to the near one million video views that the “Social Sportz Net” original series received.