Absolut and Spike Jonze joined forces to integrate a brand into cinematic art. They created a movie called I’m Here. This 30-minute film tells the story of two robots who live in L.A. and the romantic relationship they form. The film is only available at certain times of the day and limited to a certain number of views (kind of like buying a ticket to a movie theater). This was a smart move on the advertisers part, not only are they able to increase buzz by limiting the movie to a select few who can then later brag about it, they are creating the sense of demand/urgency to view the movie. This will ultimately drive people to the site constantly to find a way to be a part of the community of viewers. By mirroring the offline cinema experience they are creating such a hype that resulted in 230,000 views in just the first weekend.
To view the movie click here: http://www.imheremovie.com/