Southern Comfort targets men with online social sports series

A few weeks ago I wrote about Ashton Kutcher and his Facebook series, as well as the newest trend - Twitter series. It seems that companies are really changing their advertising tactics and heading to the internet instead of the TV.

Southern Comfort is just one of the many who is targeting consumers through online social mediums. They have asked the Break Creative Lab to create an 8 episode web series aimed at men and the holiday season parties, called Social Sportz Net.

The episodes offer tips on party planning and the format is similar to Sportscenter. The ad company can add this to their growing portfolio of 25 other online series. VP Jonathan Small says the key to these series is humor.

“Humor is the universal language of the Break audience. So what works are videos that look like Break,” Small said. “You can’t be too heavy handed. It helps to have a client who is aware of this.”

Lena DerOhannessian, Southern Comfort’s U.S. brand marketing director, said, “This is about showcasing the brand in real situations.”