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Smirnoff Nightlife Exchange: Madonna

Marketing Challenge: 

The Smirnoff brand needed a global flagship event for their Nightlife Exchange Project, an ambitious attempt to discover the world’s most unique and interesting nightlife in over 50 countries, culminating in one-of-a-kind experiences on the same night all over the world.

In addition, Smirnoff needed an extraordinary event to showcase Madonna's 2011 partnership with the Smirnoff Nightlife Exchange Project for a global dance competition. The winning dancer was awarded the coveted prize of joining Madonna’s official dance crew.

GTM produced an exclusive event for Smirnoff that highlighted their commitment to dance and music culture. Additionally the event aimed to leverage Smirnoff's relationship as the # 1 vodka in the world with Madonna, the #1 female artist in the world.

The event also provided content for a national TV commercial co-produced with the brand's AOR, thus extending the partnership messaging well beyond the live event itself.

  • Over 4,000 people attended the event and filled the Roseland Ballroom to capacity.

  • The press coverage within the first 48 hours was outstanding: Smirnoff garnered approximately a 30% increase in share of voice over the weekend

  • Smirnoff took up 87% of the blogosphere share of voice

  • Smirnoff took up 76% of the share of voice in traditional media.

  • The total press impressions in the first 48 hours totaled 200 million

  • Press coverage highlights include broadcast, print and online coverage on:

  • VH1, The Huffington Post, People, The New York Post, The Sun, The Daily Mirror, Perez Hilton, Daily Express, and MSN.

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