"Absolut Vodka is one of the most well-known vodkas in the world. Here, you’ll find some of the reasons why. For example just what gives Absolut the true taste of vodka.”
Occurring attributes
• Juxtaposing
• Experimenting “what if’s?”
• Utilitarianism
Strategic path
Celebrating visions and creativity
Tactics
• Teaching the creative heritage of Absolut
• Showing the many possibilities for Absolut as mixer
• Telling the underdog to world dominator story
The main thrust of Absolut’s digital work is the quality of its content. Absolut produces quality branded entertainment which stands upon its own merits. Facebook is used as a key platform for disseminating content.
Each new release is treated as a piece of entertainment rather than an isolated product e.g. Berry Acaí is promoted with its own Facebook box - the video provides an interesting behind scenes film of the construction and personalities involved with its launch.
Absolut leverages their content by socialising it through Facebook - Fans are rewarded with premier material such as Absolut NY-Z (collaboration with rapper Jay Z) in advance of mainstream release - crucially this broadcasts all user interactions with content, maximising broadcast and building anticipation.
Content
• Exclusive content
• Events invitations
• Drinks recipes
• Prize giveaways
• Hub for previous advertising in print and film form
• Limited dialogue with fans predominantly ‘broadcasting’ material.
• 447,909 fans
First and foremost used by each market, promoting individual campaigns. Campaigns are often connected to promoting new flavours or seasonal products. Twitter accounts are also set up for larger digital lead campaigns as Spike Jonze’s “I’m here”.
The result is a bit scattered for the consumer since market restrictions aren’t very relevant for the digital space.
