April 4, 2006 April 04, 2006 INTERACTIVE ABSOLUT VODKA BILLBOARD ON MANHATTAN

In Manhattan’s trendy SoHo district, rock star Lenny Kravitz peers down from a 60-ft.-wide billboard for Absolut vodka, holding in his outstretched arms what appears to be a digital cable with bottle-shaped plugs. This isn’t just the physical manifestation of the vodkamaker’s latest hip ad campaign; it’s also a display of advanced technology. At the bottom of the sign, Absolut invites passersby to send a text message or enable their Bluetooth cell phones to download a free 4-min. MP3 track where they’re standing. “We always try to be edgy and different with our ads, but this time we wanted to go beyond the traditional,” says Jeffrey Moran, a spokesman for Absolut, which has a similar sign up on Sunset Boulevard in Los Angeles. (Rest of the article here).