Smirnoff Nightlife Exchange Media Campaign

SMIRNOFF NIGHTLIFE EXCHANGE MEDIA CAMPAIGN CHAU Hong Duc Table of content I. Analysis 1. Overview 2. crucial figures 3. Why is it successful? II. Recommendation III. References I. Analysis 1. Overview Smirnoff Night Life put back project is an annual promotion campaign integrates series of nightlife parties, booster cable to the biggest society in the November each(prenominal) year, along with global dancing competition judged by Madonna.Initiated by Smirnoff the 1st worldwide vodka brand from 2010, Night Life supersede reached a huge success in 2011 marked with November 12th 2011 night, with (1)50 countries and 10 million people around the world involved and celebrate the stovepipe worlds nightlife. 2. Signifi tail assemblyt figures (2) 10 million participants 50 countries 3000 memorials of partygoers 5000 wish Smirnoff cocktails on Facebook 8000 photos uploaded on Facebook One of 11 best social media campaigns in 2011 selected by Econsultancy. com (3) 3. Why is it successf ul?In this part, Ill just reason on the medias aspect, which I believe is the major factor leading to its success. Firstly, Smirnoff heavily takes advantages of social media, specific eithery Facebook yellowish brown pages. It created 50 fan pages for each country involved, such as Smirnoff Vietnam, Smirnoff. These pages are altogether connected to the main(prenominal) fan page of Smirnoff with the special application c eithered Around the world, which earns more than 386,000 likes. buff pages significantly make a huge impact on earning participants for the project. on the line, they also generate local ebsite in each country to foster the event, to attract people signing up for the event and receiving any ideas for the biggest night, varied from which drinks are suggested, which singers should be put in and so on. On two pages and sites, they put on valuable information about cocktails recipes as good as creating amazing and viral small contests with prizes good enough for transaction attendants. The two most important elements in this media campaign are First, Smirnoff had a great idea of hosting an enormous one-of-a-kind event locally, which means people from all over the world can enjoy a mutual experience.This patently woke up either the feeling of national pride or the toward-global tendency. Second, Smirnoff created the nonpartisan communication with their target customers. They can technically involve in organizing their accept party through with(predicate) the possibility of sharing thousands ideas. Its excellent that Smirnoff is having an forthright dialogue rather just informing information to audiences. In conclusion, Smirnoff successfully created the shared value for an event, which is social media all about.Besides, the logo is very hygienic designed with the theme color is red, which is also the theme color of Smirnoff with the attribute of an eagle, represents a feeling of powerful and courtesy. II. Recommendation However, ther e is still mode for improvement if Smirnoff want to get bigger achievements through this project. I went through any(prenominal) of Nightlife Exchanges local website and realized that the design, as vigorous as domain name of those websites is not consistent, for example in Vietnam, its bethere. n but in another country, its totally different. Therefore, I recommend that instead of having separate websites, they should link all of countries into one dumbfound site and from there, direct to local page, such as bethere. com/Vietnam or bethere. com/brazil. This would sponsor them organize better customer database, better statistics and easily keep track of their customer. I also highly suggest using mobile marketing, which is flashy and fast method to spread out the information to audiences as strong as report function on Facebook.They should encourage their fans to do check-in whenever they go to the party. This will create an impressive appearance on fan pages. Last but not le ast, the slogan Be There, though its quite suitable for the beginning phase, should be change into some words more encourage the individual uniqueness like Be Yourself There or Be Unique There. I see it will encourage people to join party and prove themselves to all people in the world and create a vast multifariousness of styles, bringing more liveliness to an event. III. Refernces (1)Madonna Resurfaces in Smirnoff Social Media Promotion http//mashable. com/2011/08/17/madonna-smirnoff/ Todd Wasserman, Mashable, Aug 2011 * (2)Smirnoff Nightlife Exchange be after Gathers Millions Globally for the Worlds Biggest Nightlife Experience http//www. marketwire. com/press-release/smirnoff-nightlife-exchange-project-gathers-millions-globally-worlds-biggest-nightlife-1586027. htm Marketwire, 2011 * (3)11 of the best social media campaigns of 2011 (and what we can learn from them) * http//econsultancy. om/fr/blog/8452-the-best-social-media-campaigns-of-2011-and-what-we-can-learn-from-them Steve Richards, Econsultancy. com, Dec 2011 * Superstar line-up for the Smirnoff Nightlife Exchange Project with The Potbelleez, Fourplay DJs And DJ Gordo http//www. irishtimes. com/events/smirnoff-nightlife-exchange/thailand-exchange. html Iristimes. com * https//www. facebook. com/Smirnoff * http//nightlifeexchange. vice. com/en * The Smirnoff Nightlife Exchange Project 2011 video trim http//www. youtube. com/watch? v=k9lCf8VkMio