Online media partners became our bedrock and first point for consumer engagement; building relationships with music through rollingstone.com, fun through models in maximonline.com, and partying through the www.e-vite party planning community. Our partnership approach delivered a multi-dimensional experience for consumers – Southern Comfort inspired media player with songs which encapsulate the brand, a competition to hang out with models at the New Orleans Southern Comfort cocktail tour, and Southern Comfort inspired party planning and invitation facility.

Our media strategy ringfenced the brand from competitors and took ownership of events and activities.Southern Comfort were the exclusive spirit partners with the three websites – the activity was exposed to over 5 million consumers, database increased by 40,000 and the party planner viral effect reached 970,000 potential consumers.