Absolut and Jay-Z Team up to Make Marketing Magic

The Celebrity Effect

Celebrities have been endorsing products for years. From Bill Cosby and Jell-o to David Beckham and Oldspice. Marketers continue to drop big money on celebrities and after stumbling across the video below its obvious that Absolut has joined the club.

This mini-documentary, entitled NY-Z, was filmed surrounding Jay-Z’s Absolut-sponsored performance on September 11, 2009. What I like about this campaign is the fact that they took the biggest and baddest man in an industry and made him the focal point of the campaign. While consumers have begun to lose trust in advertisers and even their friends; some how celebrities still hold relevance.

One marketer said,

The reason behind the popularity of celebrity advertising is the advertisers’ belief that brand images built through celebrities achieve a higher degree of attention and recall for consumers, which will eventually lead to higher sales.

Who better than Jay-Z to be associated with your brand when targeting the hip-hop community? It really doesn’t get much better than this. Take a look; its definitely worth the 15 minutes of your day.

Jay-Z and this marketing campaign couldn’t stop here. They had to take this campaign a little bit further. The campaign extends onto other channels outside of Youtube; reaching thousands.

The Absolut facebook page no longer goes to a page that will show you a variety of drinks. Instead, it takes you to a customized FBML page that is focused around the Madison Square Garden & Jay-Z documentary. Taking it even further, Absolut uses their facebook page to create an interactive experience that allows consumers to interact with their brand. Not only are they able to download wallpapers for their computers background but also find drink mixes associated with Jay-Z and Absolut. This campaign takes a 15 minute online video and turns it into an experience that continues after the credits. If you ask me, Absolut & Jay-Z ran this town tonight (Corniness intended).