Last year Diageo launched a global marketing initiative for its Smirnoff vodka brand aimed at discovering and celebrating the best nightlife from around the world. The Smirnoff Nightlife Exchange Project was a call to action inviting consumer-generated ideas from 14 markets that will then be transformed into event experiences globally.
The drive, a continuation of 2009’s “Be There” campaign landed in a finale on 27th November last year where each of the 14 countries taking part, including the UK could exchange the best of their nightlife with a partner country. Last year, the brand launched a tour that saw a crate, like a Big Brother (except way cooler) style mobile diary room- visit London, Brighton, Manchester, Birmingham and Glasgow. Inside it, the Smirnoff team will encourage people to record their views on what is best about their local scene via a vox pop booth.
Last year the campaign on Facebook was a shocker. A couple of times a friend and I had tried to get onto the page but I’m assuming too much exposure meant too many people logged on and the Facebook page couldn’t handle it. I hope this time it’s a lot better and can cope especially now that the project is going to include a whopping 50 countries instead of the teeny 14 originally.
This year Smirnoff has signed up Golden Oldie (why oh why) Madonna to front the latest phase of its Smirnoff Nightlife Exchange Project, in a bid to get 10 million people to share the most original experiences across 50 countries. As part of the £6m drive, the Diageo-owned vodka brand is running an online dance competition. To enter, hopefuls must submit a 60-second dance video to Smirnoff or to Madonna’s Facebook page. Madonna will attend one of the selected Smirnoff Nightlife Exchange Project experiences, where finalists picked from the video contest will compete in front of her for the winning spot. The eventual winner may get the opportunity to join the pop singer on her next tour as one of her dancers. Madonna said: “What attracted me to the Smirnoff Nightlife Exchange Project is the combination of participating in the celebration of nightlife around the world, and the opportunity to discover the world’s best unknown dancers.” Revellers worldwide are invited to co-create and participate in the Smirnoff Nightlife Exchange Project by contributing ideas on what makes their local nightlife distinct in the categories of drinks, dance, fashion, music and places.
The most inspiring suggestions from each region will be captured online and then exchanged with another country in November. By participating online, consumers will have the chance to win a place at one of the global events or experience another country’s party at a Smirnoff Nightlife Exchange Project event in their own city. Smirnoff will be working closely with its on-trade partners to create bespoke events in select outlets. In the off-trade, consumers will be able to engage with the project via in-store activity, promoting international ways of serving Smirnoff that they can try at home.
The 50 countries participating in the Smirnoff Nightlife Exchange Project are: 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; US; Venezuela and Vietnam.
Let the good times roll.