Engaging Consumers...At the Bar?

Picture yourself sitting at the bar, contemplating which beer to order next... Miller Lite? Bud Light? Coors Light? A new craft beer? How about the liquor collection perched behind the bartender, clamoring for your attention? Marketers, aware of this purchasing scenario, are realizing that simply having their product available is simply not enough. Today it was announced that Molson-Coors and Diageo have made a low-six-figure investment in The Bar Channel, a medium that provides targeted messaging to consumers through televisions at the bar. What, you say?

The Bar Channel is a closed-circuit Internet channel that provides broadcasts which feature special programs . The Bar Channel launched in Canada in April of 2007 and has quickly taken off, generating $600,000 in revenues across a network of 88 bars during its first year of existence. The Bar Channel has yet to reach the United States bar scene but is a form of technology that could quickly catch the attention of many if alcoholic beverage companies find value in using it as a marketing medium. Programming on the Bar Channel includes short clips of bloopers, exteme sports, and eye candy, but also has the capabilities of flashing local information, bar specials and logos, weather forecasting, training videos, and targeted messaging. Sponsors fill two (2) minute gaps in programming with customized ads and messaging.

The Going Rate for Ad Space? Bars are permitted to sell ten (10) ad spaces per month at $300 apiece.

Why is this important to you as a sports marketer?

• Understanding technology will help you leverage new opportunities for your sponsors
• The Bar Channel (or similar mediums) provides an avenue for you to directly target the 21-30 crowd in a relatively efficient manner
• Closed-circuit Internet channels at bars and the like provide new activation opportunities (link in a promotion where if the team scores, an ad instantly pops up on the television screen enabling consumers to enjoy a drink at a discounted price (sponsor tie-in))

... The opportunities are endless! The key is being able to identify and capitalize on these new forms of technology.

Click here for more information on The Bar Channel (Ad Age password may be required).