Each piece of branded content was tailored to and distributed through multiple platforms: TV, Digital Video, Social, Search, Digital Audio, Print, Out of Home, Concert Series, and music festivals. Keeping pace with Millennials’ media behaviors, we used the latest and most innovative technologies to drive integration. We added a Shazam tag onto TV and Digital Video content, QR codes into Print, and drove search through OOH to ensure that every piece of branded content drove people to an interactive ABSOLUT Facebook hub where they could experience deeper level of engagement.

We worked closely with the most relevant Millennial properties such as Vevo, to seed the full 3.5 minute video to live within their platform organically. The audio track also lived across Spotify, Pandora, and iTunes. We used our media dollars to distribute and surround each piece of branded content with ABSOLUT messaging that connected Millennials with longer form branded content.

ABSOLUT Greyhound was the most Shazamed ad of 2012, and the most successful Shazam competition of all time.

The campaign delivered 120 million PR and Social Media Impressions, which resulted in millions of dollars in Earned Media Value.

Greyhound reached #3 position in the US Billboard Dance Chart, and #1 track on Beatport, the world’s largest DJ and electronic music community.

Overall, there were 250,000 additional Facebook likes of the ABSOLUT page.

Spontaneous Awareness grew +7 points from 46% to 53% exceeding all key competitors.

Over the campaign period, Absolut usage grew by 8%