Absolut’s BeKanye Campaign

Want to be Kanye West (and who doesn’t, really)? Dial 1-877-BeKanye and choose from the following options:

• Press 1 to begin the registration process to become a groupie
• Press 2 to join Kanye’s absolutely fabulous entourage
• Press 3 for the absolute summertime cocktail
• Press 4 for the BeKanye tablet, which “unleashes the superstar within” and “turns you into Kanye West for a few hours or the rest of your life” (more at www.bekanyenow.com)
• Press 5 to be directly connected to Kanye West’s cell phone

This is a pretty smart mobile database campaign, as each option prompts you to enter your cell phone number (and we’re sure a healthy number of Kanye fans will oblige).

The ad, which has caused many subway riders to scratch their heads, is actually from Absolut. The idea is that you can Be Kanye in “an Absolut World.” The connection is not obvious though, like most viral advertising. So do people hate ads that much that brands need to disguise their messages in a Kanye West wrapper? Maybe. But will they be more angry when they discover the big bad brand behind it?

Everyone appreciates a good laugh, and can nod to the joker, even if it’s some “26-year-old hipster ad twat.” But it’s a dangerous game-humor is subjective, and people hate playing the fool–especially if they’ve been on hold for Kanye all day, dangit!

www.bekanyenow.com