Absolut are renowned for clever marketing and advertising and have worked with many artists including Andy Warhol and Laurence Gartel.Lomography and V&S Absolut created a partnership in 2006.
Absolut invited Lomo to be apart of a marketing campaign. The campaign was based around a competition that allowed any member of the ‘lomography community’ to par-take. The competition encouraged lomo photographers to submit images that portrayed ‘their image of absolut’. The four themes were Companion, Artwork, Bottle shape and Freestyle.
These images were judged by the public in which they had to go onto the Absolut website to vote. Every four weeks one of the participants could win a free round trip ticket to the Lomography World Congress. Also every four weeks 7 participants could win a specialized lomo cramera and an additional 100 runners-up had the chance to win a Fisheye1.
At the end of the competition one winner could win a ‘Gold Initiation of the Lomography World Congress in London
27,000 images where submitted!!!
Absolut must have an impressive marketing team as they are always coming up with new ideas and pushing the boundaries of advertising.
I think two companies forming a campaign together is a clever marketing scheme as well as creating a competition with exciting awards. Absolut not only got images to use for the promotion of their product but also now appeal to the 'photography scene'.
Mimi Ebejer
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