Absolut 100 Campaign
Great Works, America; Fall 2007
Just admit it: everyone with agency experience has probably created a banner ad or twelve at some point in his career. I’m no exception. As part of a promotional campaign for Absolut 100, we created a digital marketing strategy coupled with an offline component to generate buzz for the new, higher-proof vodka.
Working with partner OMD for media placement and post-buy analysis, we managed mailers with Urban Daddy, Very Short List, Thrillist, Rare Daily, and Flavorpill to create campaigns that “went well beyond the standard banner ad, using emails to establish a one-on-one connection with the consumer.” Going past the typical newsletter, we created a tangible experience through interest in attending an exclusive Absolut 100 Halloween party in either NYC (TriBeCa’s Bogardus Mansion) or LA (Les Deux). In preparation leading up to the event, I managed the hiring of contractors to create the banner ads, as well as authored and published the RSVP microsite.
Working with Absolut’s legal department for all necessary approvals, I packaged and delivered these ads for the mailers and sites.
Garnering 1800 RSVPs as well as a sizable press bump and word-of-mouth intrigue (and even celebrity attendance), 1400 fans joined us for a prohibition-themed costume party on either coast.
Pictures and press:
Examples of materials I created:
project management, microsite publishing, post-buy analysis, on-site client meetings, contractor acquisition and management
Howdy.
