• by March 3, 2005

The other day, the Minute mentioned Chinese Web usage. In case you didn't catch it, here are a couple of data points: China is a country of 1.3 billion people, 80 million of whom have Internet access, mostly broadband access. That number is expected to grow to 120 million this year, according to the country's official Xinhua news agency.

There are, of course, many marketers and Web services providers making the most of the Chinese Web explosion. One such marketer is Absolut, the vodka brand. Absolut recently announced a plan to enter the mainland China market. But how do you sell winter wheat to a rice culture? Well, you use the Web, of course. And Absolut is absolutely fabulous at using the Web to promote cocktail culture and a certain vibe.

But will it work in China? Absolut hopes so, of course, and created a special Absolut New Year Web site specifically for China. The in-language site educated visitors about the Absolut brand and celebrates the Chinese New Year. Apart from online ads, Absolut introduced an offline campaign in China that tied directly to the site that included outdoor and print advertising. The Absolut New Year campaign included ads featuring an Absolut bottle emblazoned with a Chinese character designed by a renowned Chinese calligrapher. The bottle is being used on rotating billboards and print ads.

The dedicated Web site for the Chinese market features a section that celebrates the Chinese New Year, its customs, and traditions. An Absolut bottle rotates, prompting a visitor to select either "fortune/blessing" or "welcome." The "welcome" route offers New Year drink recipes and downloads such as a fireworks screensaver and print advertisement as wallpaper.

"Blessing" offers visitors a chance to create a traditional paper lantern and share it with a friend. Examples from other visitors are also posted online to share with others. In another section of the site, there are drink recipes for Absolut Vodka, Peppar, and Citron, the three products available in China. Another section offers a video on the history of Absolut and its brand heritage. Absolut is focusing on Beijing, Shanghai, and the Guangdong region of China.

It may take a while to load but it's worth a look.