Smirnoff Archives - Event Marketer

Smirnoff Connects with Social Media Influencers

Slick venues. Sophisticated drinks. Unforgettable nights. That’s what Smirnoff Experience was all about, as well as injecting some new life into its Smirnoff 21 Vodka and Smirnoff Ice brands. Both Diageo products had seen better days in terms of consumer awareness until the Smirnoff Experience, with its rockin’ party atmosphere, changed all that. For Smirnoff...

read more

Smirnoff Parties with Aussies at Mini Festivals

To drive consideration among its dance music-loving, 18- to 24-year-old male target audience, Diageo’s Smirnoff Vodka in the summer of 2008 created unique mini-festivals within larger Australian music festivals called Area 21. Under the shade of an igloo-shaped band shell, festivalgoers were invited to imbibe at a fully operational bar, check out headline musical acts,...

read more

Smirnoff Asks Consumers: Your Country or Mine?

To forge a deeper relationship with its consumers, Smirnoff marketers decided they would transform them from local event attendees into international event partners. The resulting program was called Smirnoff Nightlife Exchange Project. It gave consumers a forum for sharing ideas about their ideal nightlife events—the best of which Smirnoff would later bring to life. Consumers...

read more