2016 highly commended: Absolut, Branded Content - case study

The brief was simple - create a groundbreaking immersive experience to celebrate the launch of the Warhol Limited Edition bottle so captivating that consumers would have to talk about it.

The strategy
Absolut engaged immersive theatre company Punchdrunk and content agency Somethin’ Else to create a game and real-world theatrical experience that would appeal to London based tastemakers with branded content that was truly innovative and ground-breaking.

Some players started to find their lives taken over by the game. They couldn’t stop playing. Social media became full of talk about how addictive the casual game was, what were Absolut up to, how weird the real world interactions were, and how their lives were being affected.

The Impact
Andy Warhol Special Edition sold out in 6 weeks (Pernod Ricard’s expectation was 3 months). In the period after the activity, Absolut became the number 1 fastest growing spirit brand for on trade.

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