Absolut Pears has launched a nationwide interactive marketing campaign that appears on jukebox touch screens in bars and nightclubs across the country.
The New Taste of Temptation effort lets patrons learn about cocktails made with the new Absolut Pears beverage by interacting with touch screens that show drink recipes—like Absolut Chocolate Pears—and live action videos of bartenders preparing the cocktails. Entertainment company Ecast powers the screens.
The two-month campaign will take place in more than 2,800 bars and nightclubs in nine markets: New York, Los Angles, Chicago, Boston, San Francisco, Seattle, WA, Washington, DC, San Diego, CA, and Atlanta.
The screens are the main interactive component of Ecast jukeboxes. As consumers choose songs, the interactive ads appear, which include a touch point to the mini-site where the recipes are featured. On three of the recipes, a bartender can be viewed making the drink while the recipe is called out in text.
“It’s all designed to get people to interact with the brand in a fun way,” said George Giatzis, senior vice president advertising sales for Ecast.
Absolut worked in tandem with Ecast to create the mini-site.
Touch-through rates for all ad placements and the mini-site are tracked, Giatzis said.
Based on those rates, three weeks into the campaign the Pears Lemonade recipe has proven the most popular. And 16% of people who completed their song selection touched the mini-site, a record for Ecast, Giatzis said.
Ecast has also conducted interactive campaigns for Heineken, Allied Domecq, Brown Forman and Scottish & Newcastle.
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