Svedka Vodka has turned to technology that fuses Twitter and QR codes to promote its vodka in the country’s nightclub hotspots.

The Canadian arm of the Swedish company is using TwittQR, developed by Guelph-based SpeakFeel, to streamline the QR code process. Instead of having to download a QR reader app, a smartphone user simply has to take a photo of the QR code and tweet the photo to the company on Twitter.

In return, the tweeter gets sent the futuristic Svedka ad, a ‘Soul Train meets the year 2033’ music video featuring the Jackson 5 classic ‘Dancing Machine.’

The QR codes are on wild postings in Toronto and Vancouver’s entertainment districts, part of a larger campaign that includes OOH on main arteries heading into the two cities and online video ads on Facebook.

The media buy was handled by Vizeum Canada in Toronto. The creative came from the company’s US campaign, which was produced by New York-based Amalgamated Advertising.

The campaign runs until the end of the year and is targeting 25- to 44-year-old socializers. They consume about a quarter of all vodka and most of that takes place in bars and restaurants, Amanda Murphy, brand manager, Svedka Canada, tells MiC.

‘Svedka brand positioning is all about the future,’ she says. ”We’re the number one vodka of 2033,’ is what we say, so we really like to be the first brand using this technology. We think it’s very progressive and very leading edge, and we thought that fit nicely with our future-forward positioning.’

It also made sense because the company had a small budget for the campaign and both Toronto and Vancouver are among the top 20 cities in terms of active Twitter usage, Murphy added.