Smirnoff is currently in the midst of its Nightlife Exchange project. This is an ambitious attempt at swapping the best of a country’s nightlife, with other countries around the world. It works a bit like this:
A promotional shipping crate is displayed in the 14 participating countries. It is moved around in prominent places. The public, through parties and social media, can make suggestions regarding the best in music, fashion, food, entertainment etc. that represents their country. A leading DJ/event organiser/TV host etc. is nominated as a Cultural Curator, responsible for selecting the best ideas on offer.
These best ideas are ‘packed’ in the crate (although I’m not sure if the DJ’s will also be there – sounds a bit like illegal immigration) and shipped to a partner country for a whopping great party to be held on November 27th 2010.
Some of the exchanges are: India-Canada, UK-USA, Ireland-Argentina.
In India, the curator is Nikhil Chinapa. He selected ideas from 100,000 participants to construct the India nightlife experience:
A standout feature of India’s party will be a Bollywood-themed tent, where Canadians can dress like their favourite movie stars. Other features include visual projectors that will screen clips representing several common sights from across the country — the traffic, famous monuments, festivals, traditional dances and lots more. Chinapa jokes, “I’m trying to arrange for an elephant that can stand at the entrance with a ‘Horn OK Please’ sign on its head!” Ref: HT
The funniest PR i have seen about this whole shebang, is from the transport industry, who are very excited about the role of the shipping containers .
Add some branded TV content to the mix:
Running alongside the Nightlife Exchange Project, and further hammering home the Smirnoff-great music connection, is Master of the Mix. This a reality show / hunt for the “hottest DJ in the world” (whatever that means). A bunch of DJs go head-to-head in a weekly TV show format that has serious brand integration from Smirnoff, including a mixologist who will create special cocktails for that week.
Smirnoff is running a double-pronged marketing campaign at present:
The first aim is to associate the brand with the hottest nightlife around the planet, i.e. the Nightlife Exchange Project.
The second aim is a little more subtle, and that is to target marketing at a broader range of audience groups, such as Hispanic, black, Asian, Gay etc. For example, the Master of the Mix TV show will be running in the US on the BET and Centric channels, both of which are particularly strong with African-American audiences.
Here is a video from MTV introducing the NEP:
Here is the official video: