Have you checked out the new Lamato Network? It’s a new social networking website geared towards 32-54 year olds, or is it? If you check out the website you’ll realize everything you click will give you the same big “SORRY” message. The bottom of the page reads “A friendly reminder from the Mott’s Clamato Caesar to get offline every now and again and go see your friends and family. They miss you.” The Lamato Network is actually a brilliant promotion idea that the people over at Mott’s are using to promote their new Mott’s Clamato Caesar. It’s a Canadian cocktail that is made from tomato juice, clam juice, and vodka. That doesn’t sound so appetizing to me, but apparently they are rather popular and well-known in Canada; think a bloody mary with a Canadian twist.
As most of us know, social networking websites are fun ways to keep in touch with friends and family. However, in the marketing world we see Facebook and Myspace as tools to reach the masses. This Lamato Network may be a joke, but maybe the people at Mott’s are on to something. The demographic it was jokingly targeting is something that could be useful to marketers in the future. Current social networking websites have users of all ages, but most people that use those websites tend to be in their late teens to early thirties. It may be something to think about to create a network specifically tailored for an older age-bracket.