Absolut Botanik goes mobile
The campaign involves Shopitize, a mobile marketing platform originally developed in the UK, which gives consumers the opportunity to try the new product.
Absolut customers will be able to go into any liquor store, purchase either a four-pack or single product, and photograph their receipt to get their money (RRP) directly back in their bank or Paypal account.
Richard Dumas, head of shopper marketing for Pernod Ricard, said the company was excited to be trialling this this new mobile technology from Shopitize.
“Our consumers are spending more and more time on their mobile phones which are with them when they shop. We wanted to put our shoppers first and use mobile to reward them in real time for purchasing our products instore,” Dumas said.
The marketing platform is posited to help both brands and retailers engage the 72.1 per cent of shoppers who use their mobile phone on their path to purchase, and it is the first time it has been used in Australia.
Consumer engagement in the campaign will be driven through instore POS, and a Facebook advertising strategy this week.