Absolut signs a deal with Lady Gaga to transform the artRAVE: the ARTPOP Ball concert series tour across the USA into a totally new, vivid experience that syncs with the brand’s ethos. As part of this project, Absolut will create a special on-stage bar, Absolut ARTPOP Lounge, that will be open for lucky fans, launch a special cocktail and roll out competitions for fans.
The Absolut ARTPOP Lounge is designed to be part of the theatrical set that will integrate into the concert experience and take some of the spectators into the middle of the hotspot. At each concert, two lucky fans will be selected in real-time—their traditional seats will be transformed into new ones. The vodka brand will also launch a special cocktail, Absolut Gaga, that features ginger ale, apple sparkling cider, grapefruit and Absolut, to treat the lucky spectators in the lounge.
Absolut will also invite Lady Gaga’s fans to take part in a creative competition that is rolling out on the www.absolutgaga.com website. The creative community will be encouraged to share their offbeat ideas and concepts on how they would re-imagine their own communities, giving them a new revolutionary twist. The “revamping” character of the campaign is inspired by the ongoing Absolut’s campaign, running under the Transform Today tagline.
Additionally, the brand will invite fans to meet Lady Gaga in Stockholm on September 30. The sweepstakes is running at the www.AbsolutSummer.com website.