Effort: Klub Au Kurant, an interactive CD-ROM promoting Absolut Kurant vodka.
Agency: Beisler & Partners, New York.
Twist: To reach the tres hip and cyber-savvy, Seagram this month rolls out Klub Au Kurant, a CD-ROM that delivers 11 drink recipes, product information and brand promotion through an interactive, virtual nightclub setting. The CD takes viewers through six themed bars, each with its own events and drink recipes. The fashion bar, for example, features Absolut-theme clothes on a digital runway. Club-goers also can enter the club's VIP room, "The Absolut Place," where they can connect to the Absolut Web site (http://www.absolutvodka.com) and review recipes for other Absolut brands.
Vital statistics: About 100,000 CDs will be distributed in March and April, said Russell Aronson, manager-marketing services for Absolut Vodka North America. Although no direct advertising will promote the CD tie-in, Absolut is currently running print advertising with the Absolut Kurant club theme, created by TBWA Chiat/Day, New York. The effort mostly will be promoted by point of purchase and "image-added packaging."
Kate Fitzgerald edits Events & Promotions. Reach us by fax at (312) 649-5331 or e-mail address K8FITZ@aol.com.