Incognito Advertising - Kanye West for Absolut Vodka

Absolut Vodka's new viral campaign featuring Kanye West is creating buzz in the marketing world... hopefully it will succeed in creating the same buzz among consumers.

The ads feature tiny tablets that, upon consumption, will help the Average Joe transform in to hip-hop superstar Kanye West. Subway posters and mock infomercials touting the tablets don't even mention the Absolut product. Intrigued parties will find that a visit to the advertised website, BeKanyeNow, will quickly redirect them to Absolut's Kanye-centric homepage.

This ultimate (or should I say Absolut) form of viral marketing causes consumers to take action in order to find out what the Kanye campaign is all about, thereby creating an instant connection with the brand's message. It results in people actually seeking out informaiton about the vodka instead of just passing by one more white-noise ad on the subway.

View the Be Kanye infomercial.

Image via nysun.com.