Earlier this week, Crowdtap took home a MediaPost award for a Digital-Out-of-Home (DOOH) campaign executed with Forever Beta on behalf of ABSOLUT Labs, the vodka brand’s internal incubator for exploring new ways to connect with its customers. The award honored the most powerful DOOH efforts of the year.
Here’s the story behind our winning campaign: ABSOLUT has always wanted to get away from the aura of exclusivity that’s typically associated with its category. To connect with a new generation of adults who favor “real” experiences over idealized ones, the brand partnered with Crowdtap and Forever Beta to bring Google Cardboard VR technology to thousands of music lovers around the country so that they could experience a once-in-a-lifetime concert from the comfort of their homes.
Crowdtap’s specific role was to generate content and conversations across the spectrum of social influence. Peer influencers – Crowdtap community members targeted based on their interest in music, technology and nightlife – were tapped to host ABSOLUT-branded parties and experience the livestream with their friends at home. We also paired higher reach subject-matter experts with the brand to fuel engagement at-scale and educate others on how to use the VR headsets.
To win the MediaPost award, the ABSOLUT Reality campaign beat out submissions from Google and Coors Light. Congrats to the entire team!