This report will analyze the social media campaigns of two different alcohol companies. A comparison would follow after a detailed analysis of companies' uses of social media. average. One of the main strategies used in the campaign was "#NextFrame", a collaboration between consumers and graphic artist Rafael Grampa via social media to create a crowdsourced animation project. According to ____, “To build strong brands, you need to have a higher purpose” (__) – that's why Absolut Vodka came up with such an elaborate campaign, trying to “connect with the creative spirit in everyone and inspire art transformation into the whole world." (__)It is clear that from the organization's use of social media, its goal is to inspire users to create art. However, its business objective is unclear. Through promoting the arts, it does not openly include its products in the campaign, but seeks to foster closer relationships with its consumers, increase brand loyalty and thus increase profits. “#NextFrame” is an action strategy that is part of the Transform Today campaign. It was designed to achieve the goal of inspiring audiences to think about their own creative potential by giving them the opportunity to act on the campaign's messages by collaborating with one of the artists. (___) Regarding tactics, the organization used FaceBook as its main medium: every week a FaceBook photo album of an "episode" was published, consisting of a short storyboard of the animated film. FaceBook users were invited to submit an idea for the plot decision… middle of the paper… get artistic, want to “transform today.” Retrieved from http://www.clickz.com/clickz/news/2294492/absolut-gets-artsy-wants-to-transform-todayLBBonline. (February 20, 2014). Your shot: Absolut's "next frame". Retrieved from http://www.lbbonline.com/news/your-shot-absoluts-next-frame/Nudd, T. (2012, March 23). Belvedere vodka apologizes for violent advertising on Facebook. Retrieved from http://www.adweek.com/adfreak/belvedere-vodka-apologizes-rapey-ad-facebook-139162http://www.thefix.com/content/belvedere-vodkas-rapey-ad-social-media- failWilkerson, M. (March 26, 2012). Violent Belvedere Vodka Ad: Social Media Fail?. Retrieved from http://www.thefix.com/content/belvedere-vodkas-rapey-ad-social-media-failWoman sues vodka company for using likeness in 'rape' ad. (2012, March 30). McClatchy Tribune. Retrieved from http://search.proquest.com.libproxy1.nus.edu.sg/docview/962489192