Southern Comfort has launched an interesting new campaign in New Orleans designed to get foursquare users to check in at their billboard during Mardi Gras. Users who do could win a trip to Mardi Gras 2012.
The billboard sits at the corner of Royal and Canal streets in the heart of New Orleans’ French Quarter. It encourages users to check in to a special venue set up just for the sweepstakes. From there, users can find the link to register for the sweepstakes, which offers a trip for four to next year’s Mardi Gras celebration.
According to the New York Times, users are also encouraged to leave tips to help others navigate the craziness of Mardi Gras.
Foursquare is particularly appropriate for the campaign because “New Orleans is a city of discovery; around every corner is a new adventure,” says Mike Isaac, assistant vice president and global marketing director for Southern Comfort at Brown-Forman in an interview with the Times.
Creating a billboard is a great way to get a liquor brand â€” that clearly doesn’t have locations of its own â€” involved in one of the hottest new platforms for marketers. The sweepstakes is a fun way to encourage users to check in and, most importantly, connect with the Southern Comfort brand.