Stoli hits the bars to target vodka drinkers

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Stolichnaya Russian Vodka launched a test campaign in August to poll vodka drinkers about their flavor preferences. But it did the poll right where the user could order a vodka tonic. The Westport, Conn.-based company is running surveys within ads on Web-based jukeboxes found in bars in seven major markets across the country.

The jukeboxes, manufactured by Ecast, are interactive devices with touch screens that resemble a computer-monitor screen.

Bar patrons can choose from among 200,000 songs in a catalog that resides on the Web. The vodka placement appears as a Flash-technology tower-ad unit along the left side of the screen, after the user selects the artist whose tune they want to hear. After asking if the user is of legal drinking age, it reads: "Help us choose the next Stoli vodka." It gives the choice of possible new flavors pomegranate, blueberry, caramel and passion- fruit.

After users complete the survey, they see a thank you screen that features a branding ad and suggests the user have a Stoli and tonic.

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