In a bid to promote their ‘Drinkspiration’ app to consumers during the festive period, Absolut Vodka have decided to adopt the use of QR Codes on a new neck collar for their bottles. This story caught my attention for 2 reasons: firstly, the use of QR (Quick Response) codes. Now these things have been about for years, and just when you think that nothing is really going to happen with them in Europe, they raise their heads again! I’ve always thought that the idea was great (you simply take a picture of the strange barcode-type image using your smart phone and it will take you straight to a specific URL, in this case to download the app) – it just needed some thought around the right way to use them in integrated campaigns. I think they have done a great job with this one!
Secondly, I like the proactive approach that Absolut are using to promote their app offline. Far too many brands create an app of some sort and then sit back and expect that their consumers will find it (eventually), with very little promotion.
The Drinkspiration app helps you to decide what drink to order or make based on all sorts of options (even colour and music volume!), tells you how it’s made (just incase your local barman has never heard of it!), share it on Facebook and see what other people are drinking around the World. Quite handy for a Christmas Party lacking fun and inspiration!