Be Kanye (Absolut) Continues

Clever data capture opportunity from Absolut, following on from the infomercial we showed last week.

The copy says:

• Press 1 to begin the registration process to become a groupie
• Press 2 to join Kanye’s absolutely fabulous entourage
• Press 3 for the absolute summertime cocktail
• Press 4 for the BeKanye tablet, which “unleashes the superstar within” and “turns you into Kanye West for a few hours or the rest of your life” (more at www.bekanyenow.com)
• Press 5 to be directly connected to Kanye West’s cell phone

Each option asks you to put in your phone number, but to what extent will people be irritated by this coming from a brand, Absolut? I think not too much, given the type of brand that it is. It’s more akin to Groove Armada and Bacardi’s relationship in my opinion - alcohol is a social lubricant, viral ads are conversation starters, and Kanye West is a party animal. Sounds good in my experience!