Absolut is continuing its tradition of pushing boundaries with HOPPR, a digital platform that taps into real-time, real-life social experiences and offers partygoers and hosts in NYC the opportunity to create new social connections.
HOPPR refers to party hopping, and Absolut, owned by Pernod Ricard, is betting it’s making a comeback. “Once upon a time party crashing, or party hopping, was maybe considered bad behavior,” said Nick Guastaferro, director of marketing Absolut in the US, to Ad Age. “We are living in these online worlds [and] people are looking for opportunities to come together in more intimate settings, in new and unexpected ways. There is really a sentiment of returning to the house parties.”
Available as an age-gated app for mobile phones and desktop devices, fans can sign in with their Facebook ID and choose whether they are looking to attend or throw a party, and then let Hoppr, in a Tinder-like move, hook them up.
— Grace Atwood (@graceatwood) December 3, 2015
The platform will allow party throwers to publicly invite party-goers to RSVP, unlocking a local social gathering with a simple “swipe right”—if both are interested and mutually agreeable to revealing address details.
GPS technology enables party-goers and throwers to see nearby parties in their neighborhood. Users can also sign up for email notifications for upcoming parties and locate nearby stores that stock Absolut.
The HOPPR platform was inspired by Absolut’s latest limited edition bottle Absolut Electrik—available in silver and electric blue—part of the brand’s ongoing Nights by Absolut program.
The brand promoted the Electrik event as a “next-level house party” that included drone bartenders and a robot band.
Since 1986, the Swedish vodka brand has collaborated with thousands of artists, including Keith Haring, Damien Hirst, Louise Bourgeois, Annie Liebovitz, Jay-Z, Spike Jonze, Swedish House Mafiaand Lady Gaga. In 1986, Andy Warhol created an original piece inspired by the brand’s iconic bottle, simply stating, “I love the bottle; I want to do something…”
Absolut Warhol transformed that art into a limited edition of 4 million Andy Warhol bottle and invited fans worldwide to enter The Andy Warhol Art Exchange by Absolut—the world’s largest online art exchange.
The brand established Absolut Labs to encourage new ways of creating richer social connections such as Absolut Goes Gaga, which gave fans a chance to watch the performance from the Absolut ARTPOP Lounge—a one-of-a-kind, onstage bar created to be part of the theatrical set.
Established in 1879, Absolut is sold in 126 countries and is the third-largest brand of alcoholic spirits worldwide following Bacardi and Smirnoff and. Guastaferro said the brand is “reclaiming our position as a nightlife leader.”