88 The Best Digital Marketing Campaigns in the World
on, and who introduce the coolest new things to their ever-widening circle of
friends. These are the social influencers, online and offline!Action
The aim of ‘In an Absolut world’ was to spark debate and ask consumers to
share their vision of an ideal and more creative world with their peers. On the
brand’s own website and in other relevant locations online Absolut Vodka
stated their vision of an Absolut world through the interpretation of well-
known creative individuals who they dubbed ‘visionaries’. These visionaries
ranged from Kanye West and (at the time) up-and-coming comedian Zach
Galifianakis to locally prominent creatives around the world who all got the
same brief: ‘What’s your vision of an Absolut world?’The second phase of the campaign opened the floor to the creative vision of
consumers, encouraging ordinary people to interact with the site and upload
their own visions of an Absolut world, and to discuss, comment on and rate
the content submitted by their peers. The basic idea was to spark debate both
online and offline within different interest areas that matched the target
audience profile.Results
Two principal measures of success were used to asses this campaign: ‘buzz’
impact and ‘viral’ impact.With approximately 500 million editorial impressions during one year the
campaign became one of the most discussed digital campaigns, and a huge
success in the application of online media. Some of the campaign executions
were videos broadcast on YouTube and other video-sharing sites (among
others the videos produced by Zach Galifianakis and comedy duo Tim and
Eric). With more than 2.5 million views this campaign also constituted a great
viral success, and created wider awareness for Absolut Vodka’s new brand
campaign.