Absolut's supporting a 'Winter' experience with a media buy across 14 sites.
Absolut Vodka is supporting a new "Absolut Winter" site experience with an online campaign across 14 Web sites.
The Absolut Winter site consists of a cozy parlor room with a blustery winter scene visible beyond windows in the background. On a table sits a bottle of Absolut Citron, two glasses, and a poker game apparently underway. Visitors can play an "Absolut Hold 'Em" multiplayer poker game with live opponents in various countries. Alternately, they can navigate other sections of the site to get party and fashion tips, screensavers, and winter drink recipes.
The Absolut Winter campaign includes media buys on CitySearch, The Onion, About.com, flavorpill, EA.com, IGN, Gawker, and Defamer, among others. The creative consists of 300 x 250 and 336 x 280 box units, a size favored by Absolut in all its online campaigns. TBWA\Chiat\Day created all on- and offline ads. Absolut held a celebrity poker event in New York City in January, with proceeds going to charity.
"It is always important for Absolut to ensure that we use the potential of each medium we incorporate into our media mix to its full potential," said Michael Persson, senior director of marketing at V&S Absolut Spirits. "The ability to create connections between consumers all over the world that is made possible through our Web site in general, and in the Absolut Winter section most specifically, is a good example of this."
Revolutionize your digital marketing campaigns at ClickZ Live San Francisco (August 10-12)!
Educating marketers for over 15 years, our action-packed, educationally-focused agenda offers 9 tracks to cover every aspect of digital marketing. Join over 500 digital marketers and expert speakers from leading brands. Register today!
Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects.
US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.
E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.