Smirnoff Promo, Case study SMIRNOFF NIGHTLIFE EXCHANGE PROJECT by Splendid

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Industry Vodka
Media Promo & PR, Case study
Market United States
Agency Splendid
Executive Creative Director Matt Macdonald
Creative Director Shirin Majid
Released November 2011

Credits & Description

Category: Best International PR Campaign
Advertiser: DIAGEO
Product/Service: SMIRNOFF
Creative Director: Shirin Majid (Splendid Communications)
Global Managing Director: Alec Samways (Splendid Communications)
Global Creative Director: Andy Bellass (Splendid Communications)
Senior Account Manager: Michaella Solar-March (Splendid Communications)
Head Of Live: Kobi Wu-Pasmore (Splendid Communications)
US Managing Director: Chris Gee (Splendid Communications)
Executive Creative Director: Matt Macdonald (JWT)
Global Business Director: Amy Frisch (JWT)
Group Planning Director: Yusuf Chuku (JWT)
Global Account Director: Sandra Ciconte (JWT)
Head Of Strategy: Sveta Doucet (Profero)
Head Of Account Management: Lance Porigow (Profero)
Account Director: Radhe Vaswani (Profero)
Media placement: Consumer PR - The Sun, Evening Standard, OK!, Today Show Australia, The Mail, The Examiner, In Touch - 18 August 2011
Media placement: Digital PR - Huffington Post, Mashable, Perez Hilton, Pink Is The New Blog, MSN, Contact Music, PopCrush, MTV - 18 August 2011
Media placement: Trade PR - Advertising Age, PR Week, Brand Republic - 18 August 2011
Media placement: Event PR (Stunt) - NBC New York, VH1, MTV, Today Show Australia, 26 News In Argentina, - 8 September 2011
Media placement: Event (Production) - See Event PR (Stunt) - 8 September 2011
Media placement: Event PR - Huffington Post, Perez Hilton, NY Post, Star, People, BlackBook, E!, Billboard, NY Magazine - 12 November 2011
Summary of the Campaign
Building on the great success of Smirnoff's 2010 global initiative to discover the world's best nightlife, the Smirnoff Nightlife Exchange Project set out to discover the world’s most original and unique nightlife. The global experiment aimed to get 10m people to discover, share and swap what makes their nightlife unique and vote for the best ideas. The ideas were brought to life on November 12, when 50 countries around the globe 'swapped nights.'
Smirnoff also partnered with Madonna in a global search for 'the Most Original Nightlife in the Universe' with a competition to find an extraordinary dancer to join her next tour.
On November 12, the campaign culminated in one-of-a-kind nightlife experiences all over the world, inspired by 150,000 suggestions from the global Smirnoff community online. On one night, the Smirnoff Nightlife Exchange Project generated 200 hours of music and 3,000 tracks, 117,000 Smirnoff cocktails, 5,000 cocktail FB 'likes' and 8,000+ uploaded photos to Facebook using onsite RFID across 50 countries.
An integrated PR and digital approach generated almost 1 billion media impressions - and Smirnoff's registered user and Facebook community grew more than 375% combined in just 6 months, making Smirnoff the world's biggest spirits community with 8.5m members and growing. Ultimately, this exposed millions of people to nightlife cultures and trends all over the planet.
The Situation
Smirnoff, the world's largest selling premium vodka, believes in overturning convention in the pursuit of extraordinary experiences. And if the status quo of nightlife is not challenged, going out can become predictable and boring. The most memorable experiences happen when you try something new or different.
Smirnoff saw the opportunity to inspire people to do this by encouraging them to 'exchange' their nightlife. But the experiment would only work if millions of people participated. PR was integral to telling this story to international audiences, rallying millions of people in 50 countries to get involved by sharing their original nightlife experiences.
The Goal
The goal of the Smirnoff Nightlife Exchange Project was to cross-pollinate nightlife culture around the world. By connecting its global community to rally around this goal, Smirnoff aimed to inspire millions of people to do something different, ultimately seeing nightlife in a new way.
Research included using online tools to identify key nightlife trends and global online influencers (media, bloggers, YouTube users) and mass/niche communities in social media who could spread the message and get involved. We continually monitored coverage and conversation to refine engagement to maximise results throughout the duration of the campaign.
The Strategy
Engage traditional media, blogs and influencers in the realms of nightlife, entertainment and culture to amplify each stage of the campaign in earned and owned media
Drive people to Smirnoff's Facebook community to participate in the project by generating widespread coverage and conversation in print, broadcast, online and social media
Stage a phased global competition to discover Madonna's next back-up dancer with a live casting call, an online video competition and a live dance performance from the finalists
As the global PR lead, we built a robust toolkit to provide a consistent strategy, guidance and tools for Smirnoff marketing teams in 50 countries, including press release and media alert templates, key messages and angles. Close ongoing support was provided to help tailor local PR outreach and activation.
The campaign ran for 4 months in 50 countries as follows:
August 13: Launched with a global announcement and targeted outreach (generated 100+ pieces of global coverage).
September 8: Revealed the countries that would 'swap nights' to drive entries for the November 12 event and announced that Madonna would attend the event in NY. Produced a live event casting call in New York City with Madonna’s choreographers Rich & Tone to select one dancer as a finalist.
November 12: Amplified global events and content in 50 countries
Documented Results
The integrated PR and digital approach generated an OTS of almost 1bn in print, broadcast and online coverage - and Smirnoff's registered user and Facebook community grew more than 375% combined in just 6 months, making Smirnoff the world's biggest spirits community with 8.5m members and growing.
On November 12, 39,000 people attended Smirnoff Nightlife Exchange Project events with millions more participating online. The project generated 200 hours of music and 3000 tracks, 117,000 Smirnoff cocktails, 5,000 cocktail FB 'likes' and 8000+ photos uploaded to Facebook.
The campaign ran in Argentina, Australia, Belgium, Bolivia, Brazil, Bulgaria, Cameroon, Canada, Chile, China, Colombia, Costa Rica, Cyprus, Dominican Republic, Dubai, Ecuador, El Salvador, Germany, Ghana, Great Britain, Greece, Guatemala, India, Indonesia, Ireland, Israel, Italy, Jamaica, Japan, Kenya, Mexico, Netherlands, New Zealand, Nigeria, Norway, Panama, Paraguay, Peru, Poland, Romania, Serbia, South Africa, South Korea, Thailand, Trinidad, Turkey, Uruguay, United States, Venezuela and Vietnam.