Social Media drives Absolut Vodka Pop-up Event

Last week’s Pop-up event by Absolut vodka was a great success. Justin Broadbent transformed the unused 3rd level at the Bay TTC subway station into a multi-media installation that created a great constrast to the usual subway station environment. By day the venue was a multi-media art exhibit and by night the venue became one of the hotest VIP parties in Toronto!

Check out this great video produced by I love T.O. that captures the essence of the event:

Although the event was anchored in retail and supported heavily by PR, the integrated agency team (Harbinger for PR, Vision for event management, BSTREET for digital & retail) decided to also leverage social media and bluetooth to drive event awareness and participation.

Pre-event awareness was created through a twitter account (@absolutcanada), a facebook public profile page (which also auto-published tweets to the wall), Justin’s blog, and through the Absolut Canada website. As this was an exclusive VIP event with a strict guest list capacity, event-goers were driven to the facebook page to sign up for the guest list.

We had reached capacity on the guest list within 48 hours of launching & announcing this feature and had to update our digital communications to focus primarily on the daytime event.

The day of the event we also leveraged the downtown Toronto bluetooth network (with 25 transmitters) to push messages to devices that were bluetooth enabled. We also setup a one-off mini-network near the venue itself and overall we had 7% opt-in to our messages. Compared to traditional or online media rates, 7% was a great number.

Check out some great pictures here. We’re looking forward to the next opportunity to help Absolut vodka create a pop-up world of opportunity.