Malaysia is a country that doesn’t appreciate liquor advertising unless its qualified – i.e. you’re non-Muslim, and you’re of age (I’m uncertain if this is actually 18 or 21, but I believe it is the latter). Heineken basically asks for your date of birth on their website, and I blogged previously about Guinness going so far, to ask for your IC number or passport number!
But look, they’ve found a loophole! Heineken Malaysia has 33,239 fans of this writing. Are they all above 21 years of age?
In fact, Niki’s tweet, just goes to their fan page, and under “Celebrate!”, they ask you: “Are you ready to party?” If you say “Yeah!”, it allows you to go to a Bar finder (note: no checking of age, etc.). What is a bar finder? A place to find lists of bars, in various states, that serve Heineken!!! I mean kudos with the application – the list, allows you to select “Klang Valley”, pick a bar, find all the contact details, show it up on a Google Map, and show you a picture of people having a good time. Kudos to Heineken for embracing social media and creating a Facebook application, and having so many fans on Facebook!
So, it seems that liquor advertising has found loopholes: you do it online, and you get other people to write about them. You do it on Facebook. You might do it on Friendster soon (considering MOL now owns it). You get bloggers to write about it. You get it out on Twitter (are all of Niki’s followers above 21?). Completely brilliant. Twitter’s terms of service doesn’t state anything about this, but it does mention “You may use the Services only in compliance with these Terms and all applicable local, state, national, and international laws, rules and regulations.” Funnily enough, I don’t think rules that apply to other forms of media, apply online at the moment.
BTW, I’m not picking on Niki Cheong (in fact, I just spoke with him before posting this – I have his blessings), or any of the other Churp’ers. I’m just making an observation on how alcohol companies are “going 2.0”, figuring out how to circumvent Malaysian requirements, by going completely online, by targeting social networks, et al.
Interested to hear your thoughts!