ABSOLUT launch viral promotion

Friday 16th of November 2007

ABSOLUT, a well-known brand of Swedish vodka, is launching a new interactive viral promotion to showcase the introduction of its limited edition ABSOLUT DISCO gift pack.

The campaign hopes to increase traffic to the brand's mini web site - and visitors to the site can upload videos of their own dance routines and then encourage their friends to vote for them. The dancer with the highest rating will win VIP tickets to the "star-studded" ABSOLUT DISCO roller disco at Renaissance Room in London, where Norman Jay will be on the decks.

"The viral community is an ideal and relevant audience for this launch. The focus is twofold - the Disco themed content is designed to engage and interact with audiences in an entertaining, non-intrusive way," Linda Philips ABSOLUT Brand Manager at Maxxium UK said.

"The campaign encourages subtle peer to peer recommendations and word of mouth which increases the likelihood of content being consumed and shared amongst online communities."