Abolut has come up with an interactive viral contest to promote the Swedish vodka brand in the U.K. The Absolut Disco campaign asked consumer to "dance like no one's watching," then send the video clip in the site where it would be rated.
The users groove to a mellow disco beat, some surprisingly stellar, others absolutely tragic. The music is somewhat repetitive, and quite obnoxious, so if you have a good disco beat on your iPod, put that on while you watch the clips instead. Then it's priceless!
"Dancers with the highest ratings will win exclusive VIP tickets to the star-studded ABSOLUT DISCO roller Disco at London's Renaissance Rooms, featuring legendary DJ Norman Jay," a press release detailed.
"The 'Dance Like No One's Watching' themed campaign is Bore Me's biggest ever promotion and was brokered by Ali Gayfer at Manning Gottlieb OMD and Nick Dobson at DBM."
The campaign is to raise promote the Absolut Disco Limited Edition Gift Pack and drive traffic to the Absolut Disco microsite.
How many of these people were hammered when they submitted these? And how many regret it? There are some priceless moves on here, and well worth checking out...!
For an Absolut riot, check out the site to watch people make drunken disco dancing fools of themselves!
Viral Vodka Ad
Abolut Disco: Dance Like No One's Watching
Trend Themes
1. Interactive Viral Campaigns - Absolut's Absolut Disco viral contest exemplifies the potential of interactive viral campaigns in promoting brands.
2. User-generated Content Marketing - Absolut's 'Dance Like No One's Watching' themed campaign showcases the influence of user-generated content marketing.
3. Experiential Marketing - Absolut's promotion of their limited edition gift pack through the Absolut Disco microsite is an example of experiential marketing.
Industry Implications
1. Alcohol Industry - The Absolut Disco campaign by Absolut is a game-changer in experiential promotion for established brands in the alcohol industry.
2. Marketing Industry - The success of Absolut's viral Absolut Disco campaign shows the potential of user-generated content marketing in promoting brands, which changes the marketing industry.
3. Tourism and Events Industry - Absolut's approach to promote their limited edition gift pack through the Absolut Disco microsite sets a high threshold in the tourism and events industry for experiential marketing.