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ABSOLUT San Francisco: Make My Video

ABSOLUT San Francisco: Make My Video
Advertising

In the new advertising campaign from leading vodka brand consumers are offered the chance to create their own interpretation of San Francisco.

by Janice Chow
  • 21 june 2011

ABSOLUT recently launched the San Francisco limited edition of flavored vodka with a new Facebook campaign, called What Is Your Absolut SF, that offers your own interpretation of the city. Upon launching the Facebook site, viewers are asked to come up with a single word, choose one of SF’s districts, and a video is instantaneously created which takes you through the neighborhood.

Here are some initial thoughts about the creative:

  • At first glance the campaign is reminiscent of The Wilderness Downtown, mainly because the music and first-person narrative style together evoke a nostalgic type of experience
  • There is a sense of adventure: the campaign shines a light on each of the unique districts that make up SF in a more aspirational type of campaign
  • Half way through the video, we’re wondering about the product and how does it taste?

Some thoughts on the strategic execution:

  • ABSOLUT seems to have learned a lesson from its Brooklyn campaign, where the brand was criticized for targeting the youth, and this time strategically left the product out of its advertising until the last frame
  • Facebook integrated campaign is a great start: Customized landing tabs for each of ABSOLUT’s products on FB drives a higher conversion rate and more ‘likes’

Though beautifully executed with great art direction, the campaign seems more like an homage to San Francisco than the vodka itself.

whatisyourabsolutsf.com

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