The New York Times
By Stuart Elliott

A liqueur brand born in New Orleans in 1874 is turning to some modern-day technologies to engage more effectively with contemporary consumers.

Southern Comfort is introducing a campaign that combines elements of both traditional and new media along with an old-school marketing tactic, the sweepstakes. The centerpiece of the campaign is the coming celebration in New Orleans of Mardi Gras, on March 8.

The campaign includes, from the new-media side of the fence, the social networks Facebook and Twitter, the location-based network Foursquare and the Southern Comfort Website . The traditional realm is represented by outdoor advertising.

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