Absolut Vodka continues to seek electrifying party experiences.
On October 23, Absolut unveiled the Absolut Electrik House – a house party utilizing the energy levels of house guests to unlock a series of rooms and experiences, from a kitchen equipped with drone bartenders to a backyard performance by the band Empire of the Sun.
Inspired by Absolut Electrik — the vodka brand’s latest limited edition bottles available in silver and electric blue — the Absolut Electrik House builds on the original mission of the Absolut Nights campaign, the company said, to explore and push the boundaries of nightlife, whether at home or out on the town, beyond its limits.
Absolut Electrik House was created as a one-of-a-kind house party where the people made the party – literally. A series of what appeared to be standard rooms, including a kitchen, den, living room, garage and backyard, transformed in response to the rising creative, physical and kinetic energy of house guests, the company said.
To measure the ebbs and flows of party attendees’ energy, Absolut partnered with fashion and technology brand, StudioXO, to create custom biometric bracelets. When collective energy levels reached critical mass, a surprise backyard performance was unlocked featuring Empire of the Sun, set against a larger-than-life, electrified Absolut Electrik bottle designed by Tesla Motors.
The performance is a follow up to the inclusion of Empire of the Sun’s single, “Welcome To My Life,” which premiered in an Absolut Nights digital and TV creative earlier this summer.
Footage captured from Absolut Electrik House will serve as the creative featured in Absolut’s new TV advertising launching in late 2015, replacing the current content included in the Absolut Nights films.