Absolut's Campaign Site Offers Bartenders Access - Event Marketer

Absolut’s Campaign Site Offers Bartenders Access

DB Absolut 2013 ETA
Brand: ABSOLUT PERNOD RICARD
Agency: LEGACY MARKETING PARTNERS
Awards: EVENT TECHNOLOGY AWARDS — BEST EVENT CAMPAIGN MICROSITE/WEB PAGE/HUB
Year: 2013

The ongoing Absolut Stuga campaign immerses bartenders in a creative environment inspired by Swedish “stugas,” or “little houses,” which are an important part of Swedish culture and serve as an escape or place for reflection. The Absolut stugas, however, are more for entertaining and educating bartenders on the finer points of its vodka.

Just to be sure the bartenders receive an impactful, memorable experience, the absolutstuga.com microsite provides pre- and post-event communication and follow-up. The site also functions as an online hub for the program and driver for social media participation. The microsite serves primarily as a mechanism to capture RSVPs for the stuga events. Once on the site, the bartenders receive a mix of brand content that hints at the event experience and educational messaging while maintaining an element of surprise. As they mouse over key visuals, anecdotes and other program information is revealed.

The homepage also showcases social media activity for the campaign with real-time Twitter and Instagram feeds to encourage the bartenders to engage with the program. Post-event, attendees can access a photo gallery that redirects them to a Facebook album so they can “like” the campaign page and tag themselves in images. The microsite pushes out confirmation emails, reminder emails and post-event follow-up.

The Absolut Stuga microsite assures complete data capture for all event attendees given that all events are private, RSVP-required. This in turn provides local sales teams a useful tool to follow up with each attendee post-event and leverage their participation as much as possible. Skål!

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