NEW YORK: Absolut Vodka supplemented its first major global ad campaign in a number of years with a major PR/guerilla New York City marketing effort.
Sarah Bessette, Absolut PR manager, said the "In an Absolut World" effort is designed to present an optimistic view of the world.
The PR/guerilla campaign, designed by Absolut and its AOR Ketchum and executed by Giant Step, was intended to bring the campaign to life for New Yorkers for an entire week.
For a full week, Absolut provided New Yorkers with free stuff, starting with coffee and muffins for breakfast on Monday May 14, followed on Tuesday by round-trip MetroCards, and, on Friday, rickshaw rides.
To promote the campaign, the company reached out to nontraditional media outlets and blogs.
"We wanted to take the campaign a step further and hit consumers where they live and breathe," said Bessette. "The goal was to make New York a better place to live for a week."
She added that there was a high level of interaction between the street teams and consumers. For instance, "after receiving a free music download card, they would go over to a kiosk, download the songs, and talk to our street team about what 'In an Absolut World' was all about."
Bessette reported that the initiative reached between 3,000 and 4,000 consumers.
Absolut is considering expansion of this initiative to other cities. A digital component that will allow consumers to offer their creative input is also in the works.
"Ultimately, in an Absolut World, our consumers will tell us their vision and we'll turn that into actual creative," Bessette said.