The Smirnoff Company has announced an ambitious global initiative to discover and celebrate the best of nightlife from around the world via the ‘Smirnoff Nightlife Exchange Project’. The brand’s call-to-action invites consumer-generated ideas from 14 markets to be captured online, “packed up in a crate and transformed into exciting event experiences”.
The Nightlife Exchange Project culminates in the finale on November 27th 2010 when the world swaps nights – each of the 14 countries swaps the best of its nightlife with a partner country.
The 14 countries taking part – the US, GB, Argentina, Australia, Brazil, Canada, Germany, India, Ireland, Lebanon, Poland, South Africa, Thailand and Venezuela – have been selected as representatives of global nightlife culture today.
This campaign continues Smirnoff’s ‘Be There’ campaign and is
a global, multi-touch point program aiming to inspire and enable more original experiences, putting consumers and nightlife figures at the heart of a search to find the best of nightlife in each country. Siobhan O’Dowd, one of the driving forces behind the berspoke Electric Picnic Music and Arts Festival and director of marketing at well-known music vnue POD, will lead the search in Ireland.The fully-integrated marketing campaign, anchored in the brand’s profiles on facebook (http://www.facebook.com/SmirnoffIreland), includes a global partnership with MTV, a blogger outreach program and a comprehensive TV and web advertising campaign.
Chris Lock, Acting Global Brand Director, commented, “The Smirnoff Nightlife Exchange Project is an ambitious undertaking, the likes of which has never been attempted before by the brand”.
Smirnoff Ireland Brand Manager Carol McHugh agrees, pointing out that the initiative will showcase the best of Irish nightlife to a global audience.
Having already rallied a global online community of over two million like-minded people, the dedicated hub on facebook invites consumers to make suggestions for what represents the best of nightlife.
This might be a specific type of music, a locally-conceived cocktail or a fashion trend unique to a particular part of the world. Once the suggestions are in, it’ll be up to a local expert ‘Curator’ in each country to decide what will represent the best of each country’s nightlife in the exchange.
Once the vital ingredients of each country’s nightlife have been compiled, the results will be revealed on October 21st. From there, each country will pack-up its best nightlife for one of the other countries to experience on November 27th 2010. The details of the exact country pairings will remain confidential until 22nd October.
Further, a global media partnership with MTV will see compelling, in-depth coverage on air and online at each stage of the Project, engaging consumers through a series of news segments and webisodes featuring the project’s curators, MTV News personalities and global influencers.