A Flash-based email direct marketing campaign by MadeforChina was created to drive people to Absolutracks.com's locally-hosted Chinese-language website, which features rock musician Lenny Kravitz' exclusive new single, Breathe.
A departure from Kravitz' traditional rock style, Breathe has a distinctly dance music sound, serving as Kravitz' interpretation of the Absolut brand, which is offering free downloads of the album's tracks and the accompanying video clips on the website.
"The forward rate for this EDM campaign was about 40 per cent higher than for other campaigns as we used cool, Flash-based animation in the emails to invite Absolut's 18-28 year-old targets to click on the website," said Byron Constable, MadeforChina chairman. "This campaign smashes the myth that email marketing is only used to communicate simple sales offers."
Absolut's media agency, OMD, also used print and leading Chinese portals such as Baidu, Sina and Sohu to support the China rollout and drive consumers to both the site and events.
PR agency Eastwei organised the parties, with two separate Beijing events drawing 300 musicians and the second for the public pulling in more than 1,000 guests, according to OMD.
Launch parties are also scheduled in Guangzhou, Chengdu, Shenzhen and Chongqing.
Absolut takes Kravitz to China
Absolut has taken its newly-launched global music project - Absolut Kravitz - to China, with a series of events across major cities to support this month's six-city rollout.
