Starting November, Absolut, with ride-sharing app Lyft, will help nightlife lovers kick-off the holiday season by bringing together new friends, experiences and social surprises – inspired by the return of its limited edition electric blue bottle, Absolut Electrik.
Kicking off in NYC on November 4th, the partnership aims to infuse a new sense of social electricity into this year’s holiday party season – inspiring party-goers, party-throwers and ride-sharers alike to let their guard down and open up to new connections. With Absolut Electrik, a truly epic night starts with the spark that happens when we embrace unexpected connections, and ends with more nightlife inclusivity for all.
“As a brand, we believe nightlife starts when inhibitions end; opening your mind to let the night guide you through new connections and experiences,” said Nick Guastaferro, Director of Marketing, Absolut, Pernod Ricard USA. “We’re excited to bring this ethos to life through our partnership with Lyft – allowing people, who otherwise may have never met, to come together through an unexpected ride-sharing experience.”
Nightlife lovers and Lyft Line riders in six cities across the U.S. have the chance to experience their local nightlife scene in a new way, all while making an effort to get home safely. How? Riders who get picked up in a blue Electrik Lyft car will meet for the first time, and embark on one unforgettable Absolut Night out. Starting with in-car ice-breaking prompts, riders will continue to form social bonds at unique experiences sponsored by Absolut.
“We’re always working hard to bring our passengers the best rideshare experience, and a safe night on the town in a custom electric blue Lyft ride is no exception,” said Julia Parsons, Director of Partner Marketing, Lyft. “We’re excited to amp up people’s Lyft Line experience in partnership with Absolut.”
In New York City, the kick-off experience allowed select Lyft Line users to come together over social prompts such as, “Would I Ever” questions and games like, “Lip Sync Karaoke.” Energized by the new connections made in the custom electric blue cars, riders then celebrated together at a unique event experience, sponsored by Absolut, featuring a private performance by the electronic dance music group Cash Cash.
Consumers in San Francisco, Atlanta, Las Vegas, Los Angeles and Miami are invited to visit here to learn more about their chance to get picked up in an Electrik Lyft ride, with an experience sponsored by Absolut.
Featuring a stunning electric blue glass bottle, Absolut Electrik is this season’s perfect gift or bar accessory – one that’s sure to turn heads. While the bottle may be limited edition on the outside, it features the same high-quality Absolut Original vodka on the inside – providing a versatile foundation for mixing the best holiday cocktails. Absolut Electrik is now available US-wide through the holiday season for an MSRP of $19.99 (750ml) and $24.99 (1L).