Abolutely branded content

The latest Absolut work was released on Monday, and as you would expect, it is stylish stuff. The 15 minute documentary, entitled "NY-Z" follows Jay Z before his September 11th charity concert in Madison Square. It is another great example of Absolut caring about the things people really care about. It has also been a lesson in building hype. The "leaked" trailers were picked up by media around the world, and helped drive traffic to the Facebook group, where you could become a fan to see more exclusive video. Even detractors could not help blogging about it and linking to the facebook page.