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    The Experience of Nightlife Exchange Project

    On November 27 last year, Smirnoff set out to show how people from different cultures party, through its Nightlife Exchange Project. 14 countries were engaged in the swap project, and Smirnoff Facebook fans from all over the world contributed with their ideas on the specifics of their country’s nightlife. Together they created a great buzz and a memorable cross-cultural brand experience.

    The Nightlife Exchange Project kicked off with one week of TV advertising, calling on consumers around the world to visit a Smirnoff Facebook page and engage themselves in the project, by submitting their ideas about the best party night out in their country.

    14 countries; Argentina, Australia, Brazil, Canada, Germany, India, Ireland, Lebanon, Poland, South Africa, Thailand, Venezuela, UK and United States, took part in the project. Each country was given a special curator who helped out in sorting and selecting the absolutely best party ideas among the most highly-rated Facebook submissions. Submissions could be anything across fashion, food, music and more. A blogger outreach programme was also launched, and Smirnoff tapped into mobiles with its own channel Smirnoff.mob. MTV, Smirnoff’s global tie-up partner, delivered on-air and online coverage of each stage of the project.

    There was a great buzz both before the party swap, as well as after. You don’t have to search the web for long to find comments such as “Definitely looking for the next party if there will be a second nightlife exchange!” and “Looking forward to the next and even bigger Smirnoff Event.”

    As Benjamin Hill, youth writer for MTV Sticky, puts it, “There is something priceless in what Smirnoff did in the sense that they didn’t just create events, they created an experience.” We can’t agree more. By creating an experience, Smirnoff has successfully tapped into the hearts of their consumers. The Nightlife Exchange Project was however not solely about experiences, but emotions, engagement and exclusivity as well.

    Many consumers probably wonder if Smirnoff is going to make a new party swap this year.

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