Smirnoff Nightlife Exchange Media Campaign

SMIRNOFF NIGHTLIFE EXCHANGE MEDIA CAMPAIGN CHAU Hong Duc Table of content I. abbreviation 1. Overview 2. Significant figures 3. Why is it boffo? II. Recommendation III. References I. Analysis 1. Overview Smirnoff Night Life Exchange project is an annual promotion campaign integrates series of nightlife parties, leading to the biggest troupe in the November each year, along with global leaping competition judged by Madonna.Initiated by Smirnoff the 1st publicwide vodka brand from 2010, Night Life Exchange reached a huge success in 2011 marked with November 12th 2011 night, with (1)50 countries and 10 million people around the orbital cavity involved and celebrate the best worlds nightlife. 2. Significant figures (2) 10 million participants 50 countries 3000 tracks of partygoers 5000 c atomic number 18 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 successful?In this part, Ill just discuss on the medias aspect, which I believe is the major reckon leading to its success. Firstly, Smirnoff heavily takes advantages of social media, specifically Facebook fan pages. It raised 50 fan pages for each country involved, such(prenominal) as Smirnoff Vietnam, Smirnoff. These pages are altogether connected to the main fan page of Smirnoff with the special application called almost the world, which earns more than 386,000 likes. Fan pages significantly make a huge impact on earning participants for the project. Along the line, they withal generate local eb lay in each country to promote 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 some(prenominal) pages and sites, they put on valuable information about cocktails recipes as sound as creating amazing and viral small contests with prizes good enough for calling attend ants. 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 obviously woke up either the feeling of national presumption or the toward-global tendency. Second, Smirnoff created the two-way communication with their target customers. They can technically involve in organizing their own party through the possibility of sharing thousands ideas. Its excellent that Smirnoff is having an open 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 well designed with the theme color is red, which is also the theme color of Smirnoff with the symbol of an eagle, represents a feeling of goodish and courtesy. II. Recommendation However, there is still room for improvement if Smirnoff want to ge t bigger achievements through this project. I went through some of Nightlife Exchanges local website and realized that the design, as well 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 mother site and from there, direct to local page, such as bethere. com/Vietnam or bethere. com/brazil. This would help them organize mitigate customer database, better statistics and easily keep track of their customer. I also highly suggest using mobile marketing, which is tatty and fast method to spread out the information to audiences as well as check-in part on Facebook.They should encourage their fans to do check-in whenever they go to the party. This leave behind create an impressive appearance on fan pages. Last but not least, the slogan Be There, though its instead 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 think it will encourage people to join party and prove themselves to all people in the world and create a vast diversity 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 Project 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/ intercommunicate/8452-the-best-social-media-campaigns-of-2011-and-what-we-can-learn-from-them Steve Richards, Econsultancy. com, Dec 2011 * Superstar line-up f or 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 moving picture clip http//www. youtube. com/watch? v=k9lCf8VkMio