Absolut launches interactive ad campaign

SAN FRANCISCO — Absolut Pears launched a nationwide interactive marketing campaign with Ecast, which operates a touchscreen digital music network in 2,800 bars and nightclubs across the United States.

The "New Taste of Temptation" campaign allows consumers to learn about cocktails made with the new Absolut Pears flavor. Patrons can use the touchscreen to interact with different drinks, learn cocktail recipes and view live action videos of a bartender preparing the cocktails.

"The Ecast Network is a great way to engage potential customers at the point-of-purchase," said Beam Seilaudom, digital strategist, OMD. "Absolut is targeting young, social influencers and Ecast has allowed us to interact with them in bars and nightclubs in a truly unique and engaging way."

Ecast has worked on other beverage industry interactive campaigns including Heineken, Allied Domecq, Brown Forman and Scottish & Newcastle.

"OMD created an eye-catching, engaging campaign that helps Absolut Pears stand out in a crowded bar and attract the attention of the consumer," said George Giatzis, senior vice president, advertising sales, Ecast. "With Ecast, Absolut will reach consumers who are craving something different and are in the emotional mind-set to make a beverage decision in the next 30 seconds. The campaign is meant to foster curiosity and reach the consumer on a very emotional level."