Absolut Vodka launches digital airport brand experience

Absolut Vodka launches digital airport brand experience
on January 10, 2015 in News

Global campaign for Andy Wahrhol Edition launch includes facial recognition technology, PoS and digital screen

This autumn, Pernod Ricard Travel Retail Europe has launched Absolut Andy Warhol Edition, the latest limited edition, commemorating the original iconic Andy Warhol painting created in 1986.
Bringing passengers’ physical and digital worlds together, Pernod Ricard Travel Retail Europe worked with creative technology agency Knit to enhance the in-store brand experience, extending beyond the airport.
Facial recognition
A digital screen, integrated within a point of sale unit, uses facial recognition technology to mirror the airport setting until approached by a passenger. As the software detects faces, the facial recognition technology activates, displaying a Warhol-style reflection.
The screen prompts the person to pose, select their paint effect and produces the finished pop-art inspired image, which is emailed on and can be shared across social media.
Libby Wilding, brand manager for Absolut in Travel Retail Europe, said: “To engage with the brand’s targeted audience, we have created visually-led brand experiences with digital and experiential cores.”
“For the Absolut brand, the online world runs parallel to the physical,” added Caroline MacIntosh, digital manager at Pernod Ricard Travel Retail Europe. “This experiential, digitally-led brand immersion has allowed us to meet the demands of the tech-savvy Absolut consumer in real time at the airport, during their time away and also back at home.”
The Absolut Warhol activation is running across prime airports globally, including London Heathrow, Copenhagen, Singapore, Thailand and Dubai.

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