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Absolut DJ V.1.0

Overview

Absolut DJ V.1.0 --- 1998

"The whole premise of the DJ movement was based on incorporating audio from other artists work, then modifying, adding to, and remixing it, to create something completely new. And in a lovely full-circle gesture, Absolut DJ literally gave users the ability to do the very same thing with the music of these successful DJs. ...So we decided to add a feature to the piece that allowed the user to save his unique composition, and send it to a friend. At this time there were no "Send to a Friend" buttons, the term "viral marketing" had never been uttered, nor had "word of mouth" in this context. Around this time, we'd begun calling the effect "friend to friend marketing". I rather still feel that this term is closer to the truth than "viral". "Viral" is something most advertisers probably wish it were, but it's never-the-less a fundamentally incorrect interpretation of the effect's function, and I think, the result of many failed campaigns. Absolut DJ was later identified as the Internet's first premeditated viral marketing campaign." — Joel Hladecek Issued in a wide cardboard sleeve.