The graphic element of the campaign consists of two digital "billboards" that appear repeatedly throughout the interaction. The interactive element invites the user to fill out a survey that collects data about consumer preferences and brand awareness for the Absolut Pears brand. According to TouchTunes, its digital jukeboxes attract heavy traffic--playing 1.4 million songs per day, and providing many opportunities to engage users.
There is growing interest among advertisers in using bars and clubs to reach a young, relatively affluent audience. In March, Arbitron released a study that found 50% of American adults over the age of 21, or about 105 million people, had visited a bar within the last month. Moreover, 31%--or 65 million people--had been to a bar in the last week.
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According to Arbitron, they include a higher percentage of self-described "early adopters" than the population at large. Some 27% of monthly bar-goers consider themselves "early adopters," versus 18% overall.
Digital jukeboxes are a particularly popular way to reach bar-goers. TouchTunes competitor Ecast ran interactive campaigns for Miller High Life and Bacardi this summer--the latter achieving a 13% click-through rate, according to the media planners.
Another study from Arbitron, performed for Ecast, found that bar-goers had a 43% recall for advertising delivered via Ecast. Arbitron's study canvassed bar patrons in New York, Seattle and Columbus, Ohio in the summer of 2006.