Absolut Vodka Blends Mobile Game with Real-Life Experiential
French-owned Swedish liquor brand Absolut Vodka has released Silverpoint, an elaborate mobile gaming experience that promotes the release of an Andy Warhol-inspired line of Absolut bottles.
At the core of the Silverpoint iOS app is a mobile mini-game of aligning and combusting groups of stars. The game mechanic is casual and addictive, not unlike Candy Crush or Tetris.
The game is delivered in a narrative environment surrounding a character called Chloe who, after vanishing mysteriously, left behind only her phone – on which she was playing the same game.
As gamers unlock new levels, they are rewarded with further written snippets of Chloe's story. The snippets are illustrated with Andy Warhol ink-blot drawings from his Silverpoint series.
For the UK market and specifically residents of the Greater London area, interactive theatre company Punchdrunk deepens the narrative rabbit's hole. As higher levels are unlocked, gamers who have invested screen time receive yet more puzzle pieces of Chloe's story through mysterious emails, phone calls and invitations to real-life London event locations.
Similar to Punchdrunk's immersive physical theatre experiences, questing gamers will eventually uncover the whole story by stringing together the non-linear snippets of information gathered in-app and offline.
For more on the rising interest in digitally enabled experiential marketing, see our coverage from Advertising Week Europe 2015.