Absolut Vodka gets a taste for VR marketing

This event report demonstrates how Absolut Vodka has leveraged virtual reality to engage consumers and test new business models.

Absolut Vodka gets a taste for VR marketing

Stephen WhitesideWarc

In June 2016, Absolut Vodka unveiled a mobile app that uses virtual reality (VR) to drive its mission of delivering unique nightlife experiences and which – ideally – will recoup some marketing expenses, too.

Developed by Absolut Labs, a dedicated "think-tank and idea incubator" run by the Pernod Ricard-owned drinks line, this free game asks consumers to help deadmau5 – a real-life Canadian electronic-music star – make a fictional trip from his garage to a concert. In doing so, players solve such tasks as finding his car, reaching the...

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