Pronto has, on commission by Great Works and ABSOLUT, performed a word of mouth campaign for ABSOLUT LOMO: a competition in ABSOLUT's virtual Gallery called the Lomo Wall where visitors could upload their own lomo style pictures with their own vision of ABSOLUT.
Over 27,000 competing photographers had posted their contributions by the end of the competition.
Pronto's mission was to approach different relevant sites and blogs in order to bring attention to the LOMO wall. This was done in two steps. First, a press release was sent to the sites before Christmas. After Christmas, Pronto proceeded to focus on "Blog this," a tool found when you zoomed into a picture on the wall. The sites were sent a proposal for a co-operation with the goal of bringing attention to the ABSOLUT wall, and the idea was that the blogs could hold competitions and post a ribbon (The "I Love Lomo" ribbon) along with it.
Pronto identified and contacted 200 of the most credible blogs, forums, and communities within the areas of lomography, photography, and design globally.
Pronto contacted all bloggers continuously during the campaign in order to build a strong, long-term relationship between bloggers and the ABSOLUT brand.
Bloggers and web editors were allowed to become a part of the campaign and the ABSOLUT brand by hosting their own sub-competitions with ABSOLUT-branded lomography cameras as prizes. They were also encouraged to show their commitment by using various "Blog this" tools supplied by Pronto and Great Works. In this way, the bloggers' competitions and visible ABSOLUT commitment drove traffic and participants to the main competition on ABSOLUT.com.
All in all, Pronto's efforts has led to 70 documented co-operations online. The overall response from the photographers and the site owners has been overwhelming and good.
Credit Information
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Client: V&S Absolut Spirits
Agency: Pronto Communication AB
Budget: $44,000
Date of Campaign: January 2007 to April 2007
Case Study URL: http://www.prontocommunication.se/lomo/
