V&S owned label Absolut Vodka has mounted a digital marketing drive in the US over the Christmas period.
A campaign for Absolut Pears Vodka will be orchestrated through TouchTunes at 10,000 point-of-sale marketing screens between December 20 and January 4.
Art Matin, TouchTunes chief executive, said the interactive marketing approach would appeal directly to the 21 to 34-year-old demographic.
He added: “Out-of home and alternative advertising is poised for continued strong growth in 2008 and TouchTunes is well positioned to leverage our vast network to deliver branded messages in a relevant and engaging way.”
The campaign will feature two alternating Absolut Pears billboards and will also incorporate users to take part in an interactive branded survey.
Ian Crystal, Absolut Vodka brand director, commented: “TouchTunes can deliver our message in a casual, fun environment directly at the point of purchase. Their ability to engage customers and inspire interaction with the messages - combined with their data tracking and reporting capability - offers us a tremendous opportunity o reach our audience effectively.”
V&S recently marked the opening of its new plant, Absolut Satellit, in Åhus - it has capacity to handle around 20 million bottles each year.
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