New opportunities in social media for ad-restricted alcohol products: The case of ‘Yeni Rakı’

Abstract

The rapid diffusion and technological evolution experienced in the new format of the Internet, particularly social media, have forced many brands to keep pace with this ongoing process in order to engage with their customers. Social media utilize multiple Internet-based communication platforms, including, but not limited to, blogs and social networking sites. This paper aims to examine how social media can be used to interact with consumers in the case of ad-restricted alcohol products, providing a case study from Turkey. The explored case provides an example of a well-planned, creative campaign that successfully exploits the opportunities provided by interactivity. The analysis of an alcohol product is critical due to the fact that such products face many restrictions, thus calling for a more creative and efficient approach to the design and implementation of social media practices, and their integration into integrated marketing communication (IMC) campaigns. This case will contribute to the articulation of the best ways to shape both business-to-consumer and consumer-to-consumer dialogue and fruitful applications of this new IMC tool.

Keywords::

• social media
• ad-restricted alcohol products
• interactivity
• integrated marketing communications

Acknowledgement

This study is amended and expanded from a paper presented at the Euprera Spring Symposium, 3–5 March 2011, in Lisbon, Portugal.

Notes

^1. Major items connected with advertising restrictions on alcohol products under the Law on Alcohol and Alcoholic Beverages, as well as the Regulation for the Principles for Alcoholic Beverage Advertisements issued by the Regulatory Council for Tobacco and Alcohol Markets (TAPDK), which are effective by July 2011 are stated below: Item 24

• The advertising of all alcoholic beverages via television, cable broadcasting, radio and public broadcasting media is prohibited. Other than this, the advertising and promotion's content should not cause the public socially and medically harmful effects arising from the consumption of alcoholic beverages. Advertising and promotion should be directed to promote the product, inform consumers correctly, without stimulating and encouraging, only to facilitate the selection of the brand. Advertisements for alcoholic drinks should not be targeted at kids and young people by being associated with any sports event.

• Any sponsorship, campaign, promotion, or advertising that is not in line with the principles below will be considered as an encouraging incentive (Aktekin, Gürbüz and Gün 2011):

  		• Any campaign, promotion, advertisement or presentation promoting or encouraging the use and sale of alcoholic beverages is prohibited.
  		• The trademarks or marks associated with alcoholic beverage trademarks cannot be used in the presentation and organization of any event that targets children and young people. Selling or serving alcoholic beverages during these events is also prohibited.
  		• Placing alcoholic beverage ads in sections/pages directed at children or young adults, as well as the sports pages in printed or online media, is also prohibited.
  		• These advertisements can only be broadcast in films that have been classified by the Ministry of Culture and Tourism as 18+.
  		• Advertisements for alcoholic beverages cannot target children and young adults and cannot be connected to any sports activities.
  		• Advertisements should not imply that alcohol drinking is a status symbol.
  		• Advertisements should not imply that alcohol drinking is a sign of adulthood.

^2.http://www.mey.com.tr/eng.html

^3.http://www.turkishculture.org/culinary-arts/cuisine/raki-305.htm (accessed January 18, 2011).

^4.http://www.yeniraki.com.tr/main2.html

^5. More than 17% of the total Turkish population is between the age of 18 and 29, whereas the total population is 73 million people (Turkish Statistical Institute 2010).

^6. It is a common way for a younger person to show respect to an older male.

^7.Sofra is a local term used for the table prepared for a special occasion. Such as sofra for a picnic as well as sofra for dinner. Conversation that is generated around sofra is very important in Turkish culture, which can be considered as a heritage common to many Turkish people that encourages discourse and deepens friendship.

^8. In an email message to the author on 5 July 2011, Barem Continuous Consumption Monitoring December 2009 Report, February 2010 Report, and March Report 2010, Nielsen RMS Database.

Additional information

Notes on contributors

Ebru Uzunoğlu

Ebru Uzunoğlu is an Assistant Professor in Izmir University of Economics working as the Head of the Public Relations and Advertising Department. She received a Bachelors degree from Ege University, Faculty of Communication, Department of Radio Television and Cinema. She completed her MA and Ph.D degree in the Department of Public Relations and Promotion. She has worked in several national and international companies as a marketing communication specialist and product manager for 12 years. Her research interests include integrated marketing communication, brand management, and social media implementations.

Burcu Öksüz

Burcu Öksüz is a Research Assistant in the Department of Public Relations and Advertising at Izmir University of Economics. She received a Bachelors degree from Ege University, Faculty of Communication, Department of Public Relations and Promotions. She completed her MA program in Dokuz Eylul University, Department of Human Resources. She is Ph.D candidate in the Department of Public Relations and Promotion at Ege University. Her research interests include reputation management, employer branding, and corporate communication.