For the first time ever in ABSOLUT history, people are encouraged to participate with own photos in the project. The pictures will be hand-fitted to the Gallery wall and featured in the exhibition.
The brief is straight to the point: "To shoot one or a series of images capturing your vision of ABSOLUT. Photographers are welcome to send in photos until February 28, 2007."
Implications - As the digital age advances, corporations have a valuable opportunity to build direct relationships with their consumers Online. One of the best ways a corporation can create a lasting connection with consumers is by running a contest that requests creative input from consumers, increasing interactivity.
Key Themes Behind This Trend
- Consumer-generated Content
- ABSOLUT's call for consumer photos demonstrates the growing trend of using user-generated content as a way for companies to build direct relationships with their consumers.
- Interactive Advertising
- ABSOLUT's consumer photo contest is an example of how corporations can use interactive advertising to increase consumer engagement and create lasting connections.
- Brand Community Building
- ABSOLUT's initiative to feature consumer photos in their gallery shows the trend towards building brand communities by involving customers in marketing efforts.
Where This Applies
- Alcohol
- The ABSOLUT photo contest is a disruptive innovation in the alcohol industry, showing how companies can create unique marketing campaigns to engage consumers.
- Marketing and Advertising
- The ABSOLUT photo contest highlights a shift towards more interactive and creative advertising campaigns, disrupting traditional marketing strategies.
- Social Media
- ABSOLUT's use of consumer-generated photos showcases the growing trend in social media to leverage user-generated content for marketing and advertising purposes.
