Sweden's Hottest Exports Expand Music Partnership
Absolut Vodka and the electronic dance sensation, Swedish House Mafia, have announced plans to expand their relationship in 2013. Absolut will sponsor Swedish House Mafia's "One Last Tour", running from November 2012 to March 2013. The sponsorship is an extension of a relationship that began last Spring, when the two parties worked together to create a music video that received more than twenty-five million online views.
"We are thrilled to expand our relationship with Swedish House Mafia. They recently participated in an epic campaign for Absolut, and now we set out to create a mind-blowing final tour together. Music and cocktails go hand in hand, and we look forward to elevating an amazing music experience for more than 500,000 people around the world," says Jonas Tahlin, Vice President Global Marketing at The Absolut Company.
In addition to being the brand poured in the venues along the tour itinerary, Absolut will partner with Swedish House Mafia to arrange exclusive pre-parties and after-parties in selected cities; conduct exclusive interviews; and arrange meet and greet sessions for fans. Absolut will support the tour with a variety of promotional activities – from advertising and digital activation to exclusive in-venue/on-site consumer experiences. Finally, the band will perform Greyhound – the hit track (below) created exclusively for Absolut during the tour.
"When we opened Coachella with Greyhound, it felt like the world would lift off. Our collaboration with ABSOLUT has been incredibly creative, and we are excited to see the relationship grow," say the members of Swedish House Mafia.