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Absolut Vodka is facing scrutiny after it sponsored local blogger event Brooklyn Blogfest, which some attendees felt was overbearing.

For example, host Spike Lee said at the event, “This is to celebrate Absolut, so we’re not going to get into gentrification tonight.” Others felt the sponsorship didn’t follow proper disclosure.

Here is the short story: not unlike other social media marketing programs, Absolut offered bloggers involved with Brooklyn Blogfest a free Flip video camera and a bottle of Absolut Brooklyn, their new limited edition flavor, which the company promoted at the event via their Brooklyn Stoop Life campaign.

So what went wrong?

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