In the Doghouse

Doghouse: Four Loko Gold

September 24, 2015

general mills
In a prime example of alcopop producers' youth-focused social media promotion with intensive user engagement, Phusion Projects recently launched Four Loko Gold. The new mystery-flavored supersized alcopop was marketed solely on social media platforms (Facebook, Instagram, Twitter) for for the first several months of its release.

At 14% ABV and 23.5 oz., Four Loko Gold contains 5.5 standard drinks in one single-serve container, the highest alcohol content of all Four Loko products.

Initially released in just a limited number of states, young drinkers flocked to social media sites in attempt to locate retailers selling the new product. In the meantime, Four Loko sponsored parties and contests for users to find out where the elusive Gold was served. To gain access to the location of the parties, users had to RSVP through social media channels.

Currently Phusion Projects is sponsoring Four Loko Lokoween 2015, a contest where users can enter via text message or Facebook app for a chance to win a three-day trip to the Voodoo music festival New Orleans over Halloween weekend.