The party included haunting photos of post-Katrina New Orleans as well as a silent auction with Absolut New Orleans bottles signed by celebrities such as Eva Longoria and Brooke Shields, a guitar signed by Little Stevie Van Zandt, and other items. A jazz band played, Absolut New Orleans cocktails were served (it has a pepper/mango taste, which sounds scary but when mixed with muddled watermelon, for instance, was surprisingly refreshing), and chefs from Ruth's Chris Steak House handled the food. All of the proceeds from Absolut New Orleans will go to charity. More details here.
While you're there, take a look at the main Absolut Web site. There's so much good stuff going on here, I spent 30 minutes trying to see it all.