San Francisco Gets Its Own ABSOLUT Vodka
Here's something to toast to: San Francisco's now the fifth US city to get its own ABSOLUT Vodka. As part of its "Cities" campaign — New Orleans, Los Angeles, Boston and Brooklyn all have their own ABSOLUT variations — the company launched its SF-inspired spirit last week, a vodka infused with grape, dragon fruit and papaya that's actually pretty tasty served alone and chilled. ABSOLUT says the flavors are in homage SF's diversity and were mixed to reflect everything from "the legendary wine country to the prolific Asian and Spanish communities that populate the City by the Bay." Try their take on SF for yourself at Hotel Vitale or the Wreck Room or pick up a bottle at spots like Safeway or BevMo (Pride Week cocktails, anyone?)
ABSOLUT SF's launch marketing is all about expressing "love" for San Francisco. Toward that end, they donated $50,000 to Habitat for Humanity Greater San Francisco and brought out three SF luminaries — Digg (and now Milk) founder Kevin Rose, designer and Project Runway contestant Christopher Collins and musician Michael Migs — to create "expressions of their love for SF" at the launch party last Friday. Migs premiered a track from his upcoming album, Rose tech-ed out the party with a Twitter live-feed to QR codes and Collins designed two ABSOLUT SF-themed t-shirts (which were of course organic and locally made).
Kevin Rose, Miguel Migs and Christopher Collins at the launch party
But perhaps the most tricked-out part of ABSOLUT SF's launch campaign is a personalized and dynamic video expression of "your SF" by local digital shop Evolution Bureau. These are the folks behind those OfficeMax "Elf Yourself" videos and they've employed similar technology to create personalized San Francisco montages for the ABSOLUT SF campaign. Go to ABSOLUT SF's Facebook page, choose your neighborhood, and write a term that describes San Francisco to you. If you share the video on Facebook, the tool will then spit out a customized video that scribbles your term on walls and billboards (in different fonts), inserts your Facebook profile picture on the bottom of a skateboard and turns the cab towards your neighborhood at the end of the montage. Evolution Bureau shot the video over six days last month using a combination of stills and live action in several neighborhoods throughout SF, trying to keep the time continuous to the late afternoon and early evening (you know, the festive times — this is for a vodka brand, after all). In a similar vein to Intel's Museum of Me campaign, ABSOLUT's SF video campaign continues a trend we've seen over the past few years of using dynamic and personalized video content to engage people with brands.
Here's what comes out when you type "7x7" into the tool:
And "The Dodo's"
Give it a whirl on ABSOLUT's Facebook page.