The First Whatsapp Marketing Campaign: Absolut Vodka Unique Access Party
Ever had a a new launch and when reviewing all the digital methods of promotion, skip out on Whatsapp? It might be time to reconsider.
With over 350 million users, and reports indicating that users are substituting their time spent on Facebook with messaging services like Whatsapp, it seems like a no-brainer. Absolut Vodka realized this and in connection with Woonky (South American advertising agency), they built a campaign to celebrate the launch of their Limited Edition Absolut Unique collection. The idea behind the Unique line, was to produce 4 million Absolut Vodka bottles that were each uniquely designed.
For the Argentinean launch they decided to host a very exclusive party. The party was so exclusive that there were only 2 invites that were available to the general public. The goal of this campaign was to build awareness and establish a closer line of communication with the brand. However for a brand that historically doesn’t “speak”, they created a fake bouncer named Sven on Facebook (the account was run by their community manager). Anyone wanting to win these tickets had to attempt to convince him using Whatsapp…but he wasn’t an easy sell.
With over 600 contacts and over 1000 unique images, videos, and audio messages created to convince Sven, this marketing campaign effectively engaged and built buzz in the community.
Check out the behind the scenes video of the Limited Edition vodka bottles: