Absolut in Bikestand stunt
Absolut vodka is indulging in an unusual below the line advertising campaign in Sydney under the guise of a project to provide the public with bikes.
Pavements have been marked with labels marking out a potential Bikestand slot, complete with details of the bikestand.com.au site. (The image on the right was taken this morning outside the Crown hotel on the junction of Cleveland Street and Crown Street).
But the site actually links to a site owned by Absolut vodka and features a campaigner with a comedy Swedish accent promoting an impractial plan to store bikes underground and dispense them one at a time via credit card. it appears to tie in with the launch of the “In an Absolut World” campaign.
TVCs of the Bikestand campaign have also been seeded into social networking sites including YoutTube, Quantum Shift TV and Dailymotion. Digital agency Tequila Sydney appears to be behind the work.
This is one of the videos:
[youtube=http://au.youtube.com/watch?v=LupX2uhm88Y]
Linkedin
I find this kind of stunt boring. It can also blow up – think of the antizero coke community that sprang up, due to this kind of guerilla stunt (here slide 14 & 15 )
Definitely not social media – more like viral marketing into social networks. A completely different beast. If the community can do nothing except pass the link on, it’s not social media, or engagement – it’s a virus. 😛
User ID not verified.
You can find a link to the Zero Movement Sucks website that Laurel mentions here: http://thezeromovementsucks.blogspot.com/
User ID not verified.
I reckon you’d lik this one too.
http://www.thezeromovement.org/
I haven’t looked recently but they were tracking:
*crimes around Coke machines
* carbon footprint of Coke delivery trucks
*ingredients and links of Coke to cancer etc.
*other dirty secrets
Basically everything you DON’T want customers to do – aggregate together in large numbers to air your dirty laundry in an anti-PR campaign.
User ID not verified.