ABSOLUT HOPPR
It’s easy to be drowned out by noisy competition when launching a limited edition bottle during the festive season. This encouraged Absolut to take on a more provocative approach.
The answer came from an insight - ‘young people tend to avoid blending friend groups together in social settings.’ The idea ‘Absolut Hoppr,’ a mobile web-based app that asks people to opt-in and generate party invites based on shared social connections. Much like the way Tinder or Hinge works. ‘Hosts’ could open up their party invite lists to friends-of-a-friend, and ‘Hoppers’ could crash the parties of those they didn’t know directly. On the way to the party, the app gave directions to nearby stores that stocked the limited edition bottle.
"ABSOLUT makes party crashing socially acceptable again"
Seen as a huge success in both New York and Europe, Pernod Ricard singled it out as the shining example of how the brand should interact with its target audience.
