Absolut Vodka and Lady Gaga have joining forces to create the summer experience of a lifetime via a community CSR based competition for VIP tickets to see the singer at this year’s artRave: the ARTPOP Ball.
Using the tagline ‘Make an Absolut Transformation’, the US initiative asks Gaga fans and Absolut drinkers for ideas as to how they would transform their local community.
Fans are asked to submit a video or a picture and describe their ideas for community transformation.
The programme claims that taking a risk to transform your community is one of the most important things anyone can do and its promotion is led across digital platforms from a bespoke website and Twitter feed to an online video featuring Gaga herself.
Fans are thus bring encouraged to share their creative community ideas at the campaign microsite (www.absolutgaga.com), on Absolut’s US Facebook page (https://www.facebook.com/AbsolutUS) and or via Twitter by follow @ABSOLUTvodka_US or using the campaign hashtags #Absolutgaga and #absolutgagatix.
Those uploading their ideas will be entered into the competition to win two tickets to see Lady Gaga up close and personal at the Absolut ARTPOP lounge – a brand-backed stage/bar and part of the theatrical set of Gaga’s ‘artRAVE: the ARTPOP ball’ concert tour.
The tie-up between the Swedish-based spirits giant and Grammy award-winner aims to transform the tour, which supports her bestselling album ARTPOP, into an experience of a lifetime that includes the best seats for the show and sipping the brand’s custom cocktail the Absolut Gaga (ginger ale, apple sparkling cider, grapefruit and Absolut).
The competition, which is open to fans over 21 and which kicked off on 1 May, also offers a nationwide grand prize winner the chance to see Lady Gaga live in Absolut’s home country Sweden.
This ultimate prize trip to Stockholm includes roundtrip airfare and hotel accommodations for five days and four nights, round-trip train transportation to/from airport/central station in Stockholm, spending money and two tickets to Gaga’s 30 September show.
Another strand of the concert tour sponsorship, beginning 12 May, sees a dozen LGBT-friendly bars in cities throughout the USA host their own Gaga-inspired consumer-created runway shows.
These on-premises fashion shows will offer fans an opportunity to compete by showing who can best transform themselves into their own ‘personal expression of Lady Gaga’ with the victors winning a pair of tickets to the Absolut ArtPOP Lounge at the ARTPOP ball in their city.
Again, whilst watching the Gaga transformations on the runway, the audience (and participants) will be able to sample another Gaga-inspired cocktail ‘The Absolut Monster’ (made from Absolut Mandrin, pineapple juice and grenadine).
‘At Absolut, we believe transformative collaborations are the cornerstone of creativity,’ said Joao Rozario, Vice President, Vodkas, Pernod Ricard.
‘Absolut-a brand with a rich history of innovative collaborations with artists spanning art, music and fashion-and Lady Gaga, a beacon of creativity and individuality, are coming together to add awe to an already inspiring entertainment experience.’
‘This show is going to be unlike anything we’ve ever done before, so get ready to party,’ says Lady Gaga. ‘Thanks to Absolut, we have created a special experience where fans can actually sit inside the stage and have their own bar. It’s going to be a huge rave in the spirit of art and creativity.’
artRAVE: the ARTPOP ball, produced globally by Live Nation Global Touring and Live Nation’s president of media & sponsorship Russell Wallach says of the initiative: ‘We are thrilled to play matchmaker in bringing together two celebrated icons: Lady Gaga and Absolut. This unique collaboration not only gives Gaga devotees unprecedented access to their favourite artist, it seamlessly integrates Absolut into the transformative concert experience.’
Comment
Following her innovative (yet criticised) Doritos brand-backed concert and live appearance at SXSW this year (see previous case study), Lady Gaga has linked with a brand many might feel has more synergy with both her artistic traits and with the music industry on an initiative that reflects her creative daring and commitment to original thinking.
After all, Absolut has a strong heritage in partnering with art events (such as Art Basel Miami
and music stars (such as the Absolut Greyhound partnership with Swedish House Mafia)
In addition to the natural creative synergy between sponsor and property and the brand association benefits that come with the fit, Absolut will also benefit from partnering with one of the biggest music events of the US summer.
The artRAVE: the ARTPOP ball world tour opens in Fort Lauderdale (Florida) on 4 May and plays dates across North America, Asia, Australia and Europe.
More than 750,000 tickets have already been sold – ensuring ist status as one of the biggest shows of 2014.
Links:
Absolut Gaga Facebook
AbsolutGaga Twitter
#Absolutgaga
Absolut Summer Website
Absolut Summer Twitter
#AbsolutSummer
Absolut Facebook
Lady Gaga’s artRAVE: the ArtPOP Ball Concert Tour
