Smirnoff Design & Branding, Case study, Making of MASTER OF THE MIX SEASON 2 by Diageo, GTM Central, Je T'aime

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MASTER OF THE MIX SEASON 2

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Industry Vodka
Media Design & Branding, Case study, Making of
Market United States
Agency Diageo
Creative Director Ray Sams
Art Director Walker Carney
Agency GTM Central
Agency Je T'aime
Released October 2011

Credits & Description

Category: Best non-fiction program, series or film where a client has successfully created a reality, documentary or light entertainment show around a product(s) or brand(s)
Advertiser: DIAGEO
Product/Service: SMIRNOFF VODKA
Agency: GTM CENTRAL
Agency: DIAGEO
Agency: JE T'AIME
Executive Producer: David Tapscott (Diageo)
Executive Producer: Karl Carter (GTM/Je T'aime)
Executive Producer: Kembo Tom (GTM/Je T'aime)
Executive Producer: Anthony Marshall (Diageo)
Executive Producer: Michael G. Mcquarn (Diageo)
Executive Producer: Erin Chin (Diageo)
Directors: Michael G. Mcquarn/Kembo Tom (Diageo/GTM)
Creative Director: Ray Sams (GTM/Je T'aime)
Senior Art Director: Alex Morgan (GTM)
Art Director: Walker Carney (GTM)
Vice President/Account Management/Strategy: Suhailah Yoba (GTM)
Account Project Manager: Fernando Meza (GTM)
Junior Project Manager: Jason Hood (GTM)
Associate Brand Manager: Blaire Fraser (Diageo)
Brand PR Manager: Jamie Hakim (Diageo)
Director Demand Procurement: Peter Isaia (Diageo)
: Project Commercialisation Team (Diageo)
: (Shared Vision)
: (Taylor Agency)
Media placement: TV Show - Episode 1 - BET Channel - 5/11/2011
Media placement: TV Show - Episode 2 - BET Channel - 12/11/11
Media placement: TV Show - Episode 3 - BET Channel - 19/11/11
Media placement: TV Show - Episode 4 - BET Channel - 26/11/11
Media placement: TV Show - Episode 5 - BET Channel - 3/12/11
Media placement: TV Show - Episode 6 - BET Channel - 10/12/11
Media placement: TV Show - Episode 7 - BET Channel - 17/12/11
Media placement: TV Show - Episode 8 - BET Channel - 24/12/11
Media placement: TV Show - Episode 9 - BET Channel - 7/1/12
Media placement: TV Show - Episode 10 - BET Channel - 14/1/12

Campaign Description
Branded entertainment is an ever-evolving, emerging medium that will drive brand perceptions, stimulate relevant conversation, and organically accelerate brand demand into the 21st century.

The combination of new technology (e.g. DVRs), new mediums and increasingly skeptical consumers has forced brands to integrate and activate their messaging strategy into both quality entertainment and digitally based content to better connect with coveted consumer segments.

As consumers continue to become increasingly more difficult to be persuaded, brands have discovered that messages delivered through entertainment in the form of either a well-rounded story or an integrated digital experience resonate with consumers as they are viewed as being less “commercial” and, seemingly, make longer lasting impressions.

As an emerging medium, at this time, this space is largely void of regulation. However, brands continue to be regulated by directives that dictate their efforts within traditional mediums. For example, as an alcohol product, all Smirnoff® brand messaging must be delivered to an age compliant audience in which 72% of the recipients are at least 21 years of age.

Effectiveness
Our challenge was to enhance the perception of Smirnoff among urban consumers; ultimately making Smirnoff a call brand among this consumer segment.
We set out to accelerate brand demand and preference among the coveted urban culture demographic. Our response: we created and launched the world’s first DJ Reality TV Show, Master of The Mix.
As a DJ/Music competition TV show that aired on BET, Master of The Mix tapped into the cultural insight that DJs are key influencers in nightlife culture. A nationwide casting tour provided thousands of DJs an opportunity to compete for the contestant slots. At stake was $250,000 in cash along with a year contract as a Smirnoff DJ Brand Ambassador.
The show incorporated live Smirnoff experiential nightlife events for our DJ challenges. Our culturally relevant and esteemed judging panel comprised of super music Producer Just Blaze, World’s Greatest DJ Kid Capri, Global House DJ Vikter Duplaix and Nightlife Socialite Amber Rose. As cast members, they helped extend our conversation with the target audience by utilising their existing social media networks.
We continued our conversation with the consumer by surrounding the Smirnoff brand and MOTM with traditional media and digital tools that provided the target audience with an opportunity to engage with the brand and the show.
Traditional media included TV, radio, print and OOH. The digital tools were a proprietary MOTM radio station on iHeart Radio, in-show tweeting, over 6 hours of original content, a best-of-class mobile experience and a suite of digital viewer contests. Consumers were invited to do everything from selecting the final show contestant to ultimately identifying their personal Fan Favourite on a weekly basis. The result was an inspired community of passionate fans who began to create their own micro-MOTM experiences each weekend, across the country - true brand engagement.

Implementation
We created ‘connected experiences’ by coupling a leading brand with a leading cultural movement. Our show provided the ultimate virtual digital playground that leveraged cultural icons, a relevant network partner, connected contestants, relevant media, a hot mixologist, original content, popular music and a suite of compelling on-air and digital tools to create the ultimate consumer experience.
Our cast and the network provided bigness. The contestants provided authenticity. The media provided credibility among the target audience, the original content provided access and the digital ecosystem provided the connective tissue for the consumer to engage within.

Outcome
We gave consumers access and an opportunity to embrace the MOTM show in an authentic way and they chose to continually participate. Our show was not only exciting from an entertainment perspective, but we also created a place of cultural relevance that our audience respected. This translated directly into affinity for the Smirnoff brand and translated to results.
Results:
• Smirnoff has shown 3 consecutive months of Dollar Share growth (of Total Distilled Spirits) in IRI, for the first time in since April 2010
• +28% increase in Smirnoff’s ‘Distinctivity’ scores among the targeted 21-29 Y.O. African American consumer vs the same period last year and the first statistically significant increase in 3 years
• Over 10.5m viewers for the season, over 1m per episode
• MOTM organically trended nationally on Twitter twice
• Connected with over 75,000 Facebook fans
• More than 100K people viewed 5 hours of original video content exclusive of the show online
• 240,000 unique people participated in our custom contests
• Over 400,000 unique people consumed more than 10m minutes of music from our I-Heart Station
• Catalysed more than 1m MOTM tweets
• Delivered over 409m digital impressions