The Smirnoff Nightlife Exchange Project 2010 for Diageo

September 2010 – March 2011

To celebrate worldwide nightlife culture, The Smirnoff Nightlife Exchange Project (NEP) asked: “What makes your country’s nightlife the best in the world?” Rallied by curators in 14 countries, Facebook users submitted 33,000 suggestions with the best ideas packed into crates, exchanged between pairs of countries and brought to life on 27th November 2010 ... “the day the world swapped nights”.

Objectives

In Britain, Splendid was tasked with growing and driving engagement with the Smirnoff social media community. The target audience was consumers of legal purchase age to 28.

Strategy & Execution

The strategy focused on Facebook as the home of NEP in the British market. It built consumer excitement and participation with a phased media campaign:

  • Campaign launch (Sep): with a video featuring Zane Lowe, London’s nightlife curator and a series of one-to-one media interviews; a media photo call with a branded ‘crate’ to symbolise the notion of packing up and swapping the best local nightlife with another country. There was a strong call to action for the public to ‘like’ the Facebook page and share ideas.
  • Swap city & headline acts: To drive online ticket applications, Miami was revealed as London’s swap city along with the talent line-up. Crisis was averted when headline act N.E.R.D. cancelled 48 hours before the event, which was immediately communicated to the Facebook community. Replacement headline acts Tinie Tempah and Example were announced.
  • London NEP party (27 Nov): 2,500 people attended the Exchange and were treated to Miami-theme event. Updates were posted live on the Facebook page.
  • NEP UK tour (Feb 11): start of the NEP UK tour. The ‘Vote for Miami’ Facebook application encouraged fans to vote to bring Miami to their towns.
  • Consumer engagement: Fans were encouraged to rally their friends to vote for their town and in doing so, awarded fans with Promoter Points and counter votes (to push other towns down on the leader board).
  • Tour cities & VIP packages: At the end of February, Edinburgh and Hatfield were announced as tour cities. Top Promoters were awarded with VIP prize packages.
  • Tour dates: In March, Edinburgh and Hatfield hosted their ‘Miami’ events followed by Southampton and Swansea.

Results

  • A total of 216,961 new Facebook fans acquired in Great Britain
  • High engagement with monthly average of 55,156 unique page views and 10,523 interactions on Facebook
  • Nearly 8,000 idea submissions in September 2010
  • March engagement peak with ‘Vote for Miami’ application launch resulting in 65,000+ votes and 120,000+ unique page views
  • In March alone, the Smirnoff GB Facebook fan base grew by 136,164
  • Successful handling of the headline act crisis resulted in consistently positive overall sentiment on the Facebook page
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