As mobile video proves its ability to capture a wide swath of millennial consumers? fleeting attention, alcohol marketers including Stoli Vodka are cottoning onto this tactic by consistently rolling out video-centric campaigns with a memorable twist.

Stoli Vodka is jumping on the bandwagon of spirits brands employing mobile video-centric campaigns with its Extreme Cocktailing content series, which features extreme sports athletes making vodka-based cocktails in daring ways. The videos, which appear on a dedicated mobile-optimized microsite as well as on YouTube, are indicative of the trend involving alcohol marketers increasing their mobile budgets as they ramp up their millennial-friendly advertising strategies.

?Anecdotally, we?re seeing an increase in the number of mobile campaigns for alcohol brands ? they?re testing different units like opt-in and interactive video, as well as custom social formats,? said Mitchell Reichgut, CEO of Jun Group. ?This could be because over 83 percent of alcohol drinkers in the U.S. have smartphones, according to the IAB.

?Mobile is the new first screen, and alcohol brands are following their customers to their preferred platform.?

Mobile mixology
Stoli?s Extreme Cocktailing video series was designed to supplement the vodka brand?s #DrinkWhatYouWant campaign, which encourages millennial men to upload photos of themselves consuming their preferred cocktails safely onto Instagram via the designated hashtag.

Consumers can visit the mobile-optimized DrinkWhatYouWant.com site on their smartphones or desktops or go to YouTube to watch the four-episode video series.

Extreme Cocktailing showcases several of the world?s top extreme sportsmen ? such as kayaker Benny Marr and champion bull rider Zach Miles ? shaking up their favorite Stoli-flavored cocktails while engaging in their daily professions.

For instance, mountain biker Kyle Norbraten can be seen making a Deep Woods Ohranj Crush drink while performing a 360-degree backflip in his mobile video.

Another clip features Mr. Miles shaking up a Blueberi Bucking Bull beverage while on the back of a 1,600 pound bull.

Consumers looking for quick, snackable pieces of mobile content may find the Extreme Cocktailing series to their liking. Stoli initially developed the series to promote male-driven cocktail enjoyment.

Per a recent survey undertaken by Stoli, 74 percent of millennial males claim they enjoy flavored cocktails, although 63 percent admitted they avoid consuming them publicly due to potential scrutiny from their friends.

?Stoli is hyper-focused on connecting with millennial consumers and aligning with their passion points via the channels they consume most ? and the majority of where they consume content is through their mobile devices,? said Russell Pareti, director of brand marketing at Stoli Group. ?By delivering our new content in the form of videos, it enables us to connect with our audience and reach them while they?re on the go, which is why short-form content was so important to us for the Extreme Cocktailing series. 

?The Extreme Cocktailing video series is part of our larger #DrinkWhatYouWant summer campaign, encouraging millennial males to drink flavored vodkas,? he said. ?It?s all about confidence and authenticity ? inspiring millennial males to be comfortable with cocktail choice like delicious Stoli-flavored vodka cocktails. 

?The entire campaign was built specifically for mobile, with sharable, social content and robust video offerings that add a bit of color and fun to that message.?

Recipes for mobile success
Stoli, among other spirits marketers, is heavily employing mobile video tactics to connect with its target audience and increase visibility across social media channels.

Last fall, Stoli leveraged touch-enhanced haptic technology to offer a real-world feeling in a new mobile video ad (see story).

However, other alcohol brands are also honing their mobile efforts to include a bigger focus on video and interactive ads.

For example, Pernod Ricard USA?s Absolut Labs is extending the reach of the vodka brand?s millennial-geared Absolut Nights campaign by teaming up with electronic dance music producer deadmau5 for a mobile application and virtual reality video experience (see story).

Additionally, a Heineken executive at the Mobile Marketing Association?s Mobile Location Leadership Forum discussed a recent mobile-first campaign centering on the latest James Bond film that resulted in more than 14 million ad impressions gained from an Ibotta partnership and nearly one million beacon-enabled impressions (see story).

?More publishers are now accepting LDA inventory, and with better targeting capabilities, mobile is proving to be increasingly effective,? Jun Group?s Mr. Reichgut said. ?Plus, this is a lifestyle play, and mobile is the natural fit.

?Alcohol companies have become lifestyle brands, and mobile video is the most relevant platform to engage with customers in an authentic and native way.?

For Stoli, mobile video has proven itself to be a visually connective experience unlike any other.

?Mobile video dominates social channels and allows us to visually connect with our audience in a way that other mediums can?t,? Stoli?s Mr. Pareti said. ?At Stoli, we?re always seeking creative ways to engage with our audience and align with their passion points that make our brand relevant to them in their daily lives. 

?We want millennial men to feel something when they see Stoli?s video content, with the goal that they share it with their friends and ultimately make them believe that Stoli is the brand for me.?