Foster's Ozometer

The goal of this campaign is to use social media to determine the best people and places to promote Forster's products and their 'no worries' attitude. They used twitter as their barometer because they felt like it was the most accurate social media outlet to see real time reactions.The target market for this is males that are 18 to 24 years old. The company chose to focus on this group because beer is more commonly drank by males and males would definitely like the 'no worries' attitude. 

The campaign was definitely economical because they used twitter, which is a free social media tool. Besides from paying the Play agency for developing the Ozometer, twitter is free propaganda. The case study stated that the celebrities tweeted to over 100,000 people and it was equivalent to over 150,000 pounds. This was all done online, which seems to have been a very cheap approach. 

Twitter was utilized for this campaign and the WOM connectors were opinion leaders such as the celebrities that were chosen as the most worry free and citizen marketers because of the buzz about Foster's through word of mouth. The ethical considerations of the campaign is that obviously kids under 18 in the UK will see all the buzz about Foster's beer but they are not promoting it for underage kids. 

I would build on this campaign by bringing it even more into the public. I would bring this twitter propaganda off the internet and into a social setting. Having Foster's go to bars and have a "Foster's No Worries" night to promote their product and new 'lifestyle' idea.

To alter the campaign and make it relevant to the US market I would first change the target audience to males from 21 to 25 years of age because of the difference in drinking age in the US. However, I believe Twitter is still the best way to promote this product in the US because, just like the UK, everyone is Twitter crazed these days and it gets so much interaction on a  day to day basis.