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News
Smirnoff does nightlife swap-shop
Diageo is launching a new global marketing initiative for Smirnoff in 14 markets around the world.
The campaign, which aims to uncover the key ingredients for a perfect night out, is the follow-up to last year’s “Be There” activity, and will come to a head on 27 November when each country will exchange its perfect night out with another participating market.
The campaign will act as a call-to-action, encouraging revellers to get in touch with the brand to share their thoughts.
Brand ambassadors from each market will trawl the country, getting feedback from various locations on what makes a truly excellent evening. In the UK, BBC Radio 1’s Zane Lowe will lead the hunt for clues into what makes a perfect UK party.
The brand’s Facebook page will also play a prominent role, encouraging users to post their thoughts and photos on the site, as well as a mobile channel – Smirnoff.mobi – a blogger outreach programme, a global partnership with MTV, and other PR activities in each market.
Once markets have established what it is that makes a perfect night out, they will package it into a shipping crate as an “event experience”, ready to be enjoyed by another market.
In the UK, Smirnoff will be touring major cities as of 25 September, encouraging people to come and say on tape what in their opinion is a perfect night out.
The participating countries are the US, the UK, Argentina, Australia, Brazil, Canada, Germany, India, Ireland, Lebanon, Poland, South Africa, Thailand and Venezuela.
Marinel FitzSimons, 15.09.2010