Absolut DJ Case Study
Absolut Vodka is planning to launch a third website after to successful internet sites that push the brand while at the same time giving venue for visionary artist. Absolut wants to capitalize on individual’s interest in downloading plug-ins and a desire for an increasingly interactive web experience. This site will allow users to have greater interaction with visionaries in the musical arena, without regard cultural or geographical boundaries.
In order to ensure the two existing websites continue to flourish Absolut has begun conversations with consultants to ensure that the existing websites will not suffer. The team that has been put together includes the advertising agency TBWA Chiat/Day as the lead, Red Sky Interactive will lead the online creative team, and Servinet will handle the back-end systems.
The plan to add another website contained both negative and positive aspects. The broadness of the objectives and metrics could prove problematic. Synergistic added a backup plan because they were unsure of the server’s capacity upon launch of the site. The team spent time up front getting the selling the major player on the plan. Refining the prototype gave the team time to eliminate bugs in the process. The goal is to increase the reach of the Absolut campaign while facilitating a more interactive experience for the user. The hope is that the user will make the experience tailored to them and want to share that with friends, thus perpetuating more advertisement without any further cost to Absolut.
In addition to leading the consultation team, TBWA Chiat/Day has the responsibility of k ...