The Smirnoff Night Project is a multi-media interactive campaign that brings to life the brand's international campaign line "Be there" but in a local context. Running through a purpose-built Facebook page and app, the campaign called for the most innovative ideas for extraordinary events from the New Zealand public. Smirnoff put forward $100,000 to help make the ideas a reality.
Entries were by video audition. The 4 winners had just one week to get their event organised (with a little help from Smirnoff and the production team). These unique events, and the preparation before hand were filmed and turned into a TV series of 30 minute shows, which runs on Four in April - May 2011.
The events were free, and open to anyone to attend. You just had to 'like' the facebook page and interact with the easy challenges to guarantee yourself a ticket. The Smirnoff NZ facebook page grew to a community of 4300 engaged fans.
A wide variety of media was used to spread the word, including facebook ads, TV spots, radio, street posters and online banners. PR accelerated the momentum by cultivating traditional and online media.
It was a big project to pull off, and the first time Smirnoff NZ has ventured into the branded content territory. Stay tuned.
Special Problems, Jon Wild, direction. Salt Design, App build.