Absolut’s (Touchy) Recipe for Success

NEW YORK Absolut has kicked off a wide-ranging interactive out-of-home campaign by piping video recipes to 2,800 Internet-enabled jukeboxes in bars.

The effort features rich-media jukebox banner ads that read, “The new taste of temptation is here. Touch to meet Absolut Pears.” Consumers use touch-screen technology to get more information on Absolut Pears at a microsite, which includes video recipes for five different drinks made with the vodka.

Omnicom Group media shop OMD created the push through the Ecast network of digital jukeboxes. It will run in nine major U.S. cities over two months and is expected to reach 40 million bar patrons.

Absolut Pears, launched last month, is geared to what Scott Marsden, group director of digital strategy at OMD, calls the “neo yuppie.” These are young, urban customers who socialize frequently. In its first two weeks, the ads have an interaction rate exceeding 10 percent.

“We need to get the Absolut Pears message out in as many places as possible,” he said. “We need to make sure we’re targeting our core group and that we’re relating and available to them.”

Absolut, long known for its iconic print and outdoor advertising, is attempting to increase its visibility in digital channels. Last year, it rolled out the “Absolut 100s” campaign, a Web site that compiles user-created lists of their favorite things, and AbsolutDrinks.com, a recipe site that also solicits user input.

Ecast has run jukebox campaigns for Jeep, McDonald’s and Verizon Wireless, as well as alcohol-related promotions for Heineken, Brown Forman and Scottish & Newcastle.

“You’re basically engaging consumers at point of sale and giving the consumer the opportunity while they’re interacting with the brand to have drink ideas from the place where 30 seconds later they’re going to place an order,” said Micah Berek, brand manager at Ecast.