Smirnoff has launched a new interactive campaign with Madonna that aims to impact 10 million people in 50 countries. In Latin America, the campaign will run in most of the region: Mexico, Argentina, Costa Rica, Colombia, Venezuela, Panama, etc.
The campaign has two objectives: finding the best nightspots around the world and searching for the best club dancer to accompany Madonna on her new tour.
Users can share their own ideas on what makes their favorite nightspot so unique, both in the beverage, dance, fashion, music, and location categories. The best suggestions will be selected in November and promoted in all countries.
Advertisers: Smirnoff, Diageo, Madonna, and Live Nation.
Global Brand Director: Simon Burch
Name of campaign: Smirnoff Nightlife Exchange Project
Agency: JWT New York
Launch date: August 17
Running through: October 10
Latin America: Argentina, Bolivia, Brazil, Chile, Colombia, Costa Rica, Dominican Republic, Guatemala, Ecuador, El Salvador, Mexico, Jamaica, Panama, Paraguay, Peru, Trinidad, Uruguay, and Venezuela.
Rest of the world: Australia, Belgium, Bulgaria, Cameroon, Canada, China, Cyprus, Dubai, Germany, Ghana, United Kingdom, Greece, India, Indonesia, Ireland, Israel, Italy, Japan, Kenya, Netherlands, New Zealand, Nigeria, Norway, Poland, Rumania, Serbia, South Africa, South Korea, Thailand, Turkey, USA, and Vietnam.
Media Strategy: Crowdsourcing
The promotion strategy is 100% digital. Users participate through the company web site at smirnoff.com and its Facebook page. Both the site and the page are customized by region and have already gathered more than a million fans (for all countries combined).
The goal is to reach 10 million people who will go about discovering the nightlife experience in 50 countries, with each one sharing videos and more information about the most unique nightspots for partying. The task will be achieved through the "crowdsourcing" phenomenon, which outsources tasks to a massive community.
According to Simon Burch, Global Brand Director for Smirnoff, "we mix special nightlife from all over the world and give everyone the opportunity to be there through unique experiences."
Madonna joins the project with a contest
Renowned artist Madonna has joined the project through a dance contest that seeks to find the best dancer in the world, who will join the queen of pop’s stable of dancers.
"What attracted me to the Smirnoff Nightlife Exchange project was being able to participate in the celebration of nightlife around the world, combined with the opportunity to discover the best unknown dancers in the world…the best dancers are always in the clubs, looking for the most unique experiences, just like Smirnoff,” said Madonna.
The Smirnoff Nightlife Exchange Project is just the first part of a multi-faceted agreement with Madonna, which will be announced progressively through each party’s social networks.