Welcome to the Interact Congress Blog. We have invited some leading European guest bloggers to share their observations on interactive marketing and communication skills within the integrated experience. The blog also offers you a first opportunity to interact with your peers.

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Wednesday, 27 May 2009

Currency replaced by kindness?

ABSOLUT vodka’s new campaign challenges us to look at the world differently: what would happen if we replaced cash with kindness. Spawned by the TV spot, this was taken experientially in various venues around London. At cinemas in Clapham and Islington, customers traded compliments and high-fives for free snacks and drinks, while others were surprised by a free coffee in exchange for a smile. More events followed such as free busking and free drinks in bars (where? where? where?)!

Conversation has been happening about what you would trade for currency on the ABSOLUT site and across their Twitter stream (#kindness) and images on Flickr.

Although the experiential activity was quite small and the conversations similar, I applaud ABSOLUT and their agencies for getting out there and doing it. Too often we get barriers put in place; part of our evolving digital landscape is about experimentation. Innovation doesn’t have case studies and predicting results is hard. It takes brave clients and agencies to leap. Well done to these guys for taking it.

Thanks to Jonathan @ We Are Social for sharing.

Posted by: Nicholas Gill | bluurb.wordpress.com

Twitter | Facebook | LinkedIn |nr_gill@hotmail.com

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