Labatt Breweries of Canada is asking consumers to “Draw the Line in Vegas” through a national online ad campaign and contest aimed at 19- to 24-year-old males.
Launching tomorrow, leaderboard, skyscraper and big box ads depict over-the-top scenarios set amid a Vegas theme, using the brewer’s well-known responsible drinking slogan, “Know when to draw the line.”
In one ad, a shot of a pudgy couple sporting leopard print leotard appears on two lines of playing cards on a poker table. The ads, developed by Agency59 (Labatt’s longest-serving agency of record), drive consumers to the “Draw the Line in Vegas” contest at www.facebook.com/pages/Labatt-Draw-the-Line/91507788043, where Canadians are invited to post their own “over the top” photos.
“With this campaign, we redefine ‘Know When To Draw the Line’, making it bigger, and more relevant,” said Brian Howlett, chief creative officer, Agency59, in a release. “Using photos as the driver is a natural as today’s youth are sharing pictures online all the time.”
Members can vote for their favourite photo until Aug. 31. The winner will receive a trip for two to Las Vegas and $2,000 spending money. Winners that “know when to draw the line” and return with $1,500 of that spending money, will win an extra $1,000. The winner will be announced on Sept. 1.
The ads will run on Facebook and through Google, Casale Media and Tribal Fusion network sites, with M2 Universal handling the buy.
Labatt took its long-running moderation message online to reach a demographic that uses social media as a primary source of information, the company said.
Sharon Mackay, Labatt’s director of corporate affairs, said the brewer looks to this “group of ambassadors to help ensure their peers are hearing the messages too, and conducting this campaign entirely online just made the most sense.”
The “Everything in Moderation” Facebook page will also include Labatt’s Make-a-Plan tips—practical advice for responsible use and planning ahead.
