Report Examines Alcohol Industry's Online Marketing Efforts

A new report released Tuesday claims alcohol beverage companies are using new technologies such as social media, mobile phone applications and online videos to target youth. The report, conducted by the Center for Digital Democracy and the Berkeley Media Studies Group, highlights several examples to try to prove its case that firms are targeting youth by using the communication tools they use most. For example, the report begins by examining beer maker Heineken's efforts to boost its brand among Puerto Rican youth. It created a virtual online luxury development where "the price to acquire a piece of this property wasn't cash--it was attention, time, and engagement with the brand." Users could receive real-world welcome kits where the "keys" to their virtual world also served as bottle openers. The campaign also offered a free e-mail service with a Heineken-related Internet address.