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."
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.
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