Absolut Launches Gallery to Share Consumer Photos
Carlos Calderon — February 11, 2007 — Lifestyle
References: lomography & absolut
For the first time ever in ABSOLUT history, people are encouraged to participate with own photos in the project. The pictures will be hand-fitted to the Gallery wall and featured in the exhibition.
The brief is straight to the point: "To shoot one or a series of images capturing your vision of ABSOLUT. Photographers are welcome to send in photos until February 28, 2007."
Implications - As the digital age advances, corporations have a valuable opportunity to build direct relationships with their consumers Online. One of the best ways a corporation can create a lasting connection with consumers is by running a contest that requests creative input from consumers, increasing interactivity.
The brief is straight to the point: "To shoot one or a series of images capturing your vision of ABSOLUT. Photographers are welcome to send in photos until February 28, 2007."
Implications - As the digital age advances, corporations have a valuable opportunity to build direct relationships with their consumers Online. One of the best ways a corporation can create a lasting connection with consumers is by running a contest that requests creative input from consumers, increasing interactivity.
Trend Themes
1. Consumer-generated Content - ABSOLUT's call for consumer photos demonstrates the growing trend of using user-generated content as a way for companies to build direct relationships with their consumers.
2. Interactive Advertising - ABSOLUT's consumer photo contest is an example of how corporations can use interactive advertising to increase consumer engagement and create lasting connections.
3. Brand Community Building - ABSOLUT's initiative to feature consumer photos in their gallery shows the trend towards building brand communities by involving customers in marketing efforts.
Industry Implications
1. Alcohol - The ABSOLUT photo contest is a disruptive innovation in the alcohol industry, showing how companies can create unique marketing campaigns to engage consumers.
2. Marketing and Advertising - The ABSOLUT photo contest highlights a shift towards more interactive and creative advertising campaigns, disrupting traditional marketing strategies.
3. Social Media - ABSOLUT's use of consumer-generated photos showcases the growing trend in social media to leverage user-generated content for marketing and advertising purposes.
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