Smirnoff extends its Nightlife Exchange Project
In January, Diageo GB, which owns the Smirnoff brand, increased its year-on-year digital spend for the spirit by 115%, to build on the Nightlife Exchange Project (NEP), launched last year.
The NEP was a global initiative, which discovered and celebrated the best nightlife from around the world in one night, on 27 November 2010. Following the launch of the NEP in London, Smirnoff will now be hosting three more events in the UK.
Agency RPM, the event planner of the project, has approached students from Hatfield University and given them £4,000 to create a bespoke area at the Hatfield event, which will be held this Saturday (25 March). The project will also go to Edinburgh and yet another location that will be voted on through Smirnoff’s Facebook page in the UK, www.facebook.com/smirnoffgb.
“The Smirnoff brand is all about originality and creativity, so what better place to look for inspiration than with imaginative students?” said Chris Lock, marketing director at Smirnoff.
The Smirnoff NEP successfully involves its consumers by inspiring them to partake in the shaping of the best brand experience, created by the brand and shared with the consumers.
In a move to cement its brand positioning around nightlife and music, Smirnoff is further staging a dance music event in the UK, which will be held in London on 13 August, featuring acrobats, lightshows and sets by well-known DJs.
Tags: NEP, Nightlife Exchange Project