In Knit’s first campaign working with Pernod Ricard Travel Retail, Knit developed a digital out-of-home brand experience for Absolut Vodka to support the launch of their latest Absolut Andy Warhol limited edition bottle series.
Using a blend of creative technology, Knit created an ‘Andy Warhol’ themed digital installation which featured at airports around the world to increase brand awareness and consumer engagement, and to facilitate social sharing of Absolut-branded content across Facebook, Twitter and Google+.
Launched on October 1st 2014, the limited edition Andy Warhol Absolut bottle series celebrate the brand’s original iconic collaboration with Warhol back in 1986. Integrated within point of sale units near airport duty free stores, the Knit-developed digital installations use facial recognition technology to transform airport travellers’ images into Warhol-themed Pop Art masterpieces.
The user is firstly attracted to interact with the installation via a large display screen which turns their mirror image into a classic Pop Art duotone display as they walk past.
As the screen detects the users’ face, the facial recognition technology activates, displaying a Warhol-style reflection. The screen prompts the person to pose, select their chosen paint effect from a range of options and then view the finished Pop Art inspired image.
The user can obtain a copy of their image by entering their details on the touchscreen, which also enters them into a competition to win a limited edition cocktail set.
After the airport brand experience, the user later receives a personalised email, which includes their Pop Art image and calls to action to share the image with friends and family via Facebook, Twitter and Google+ to encourage social amplification.
The campaign has so far been featured in Dubai, London, Copenhagen, Singapore, and in Thailand airports. The activity has attracted global online coverage from the events, business and marketing press.