DIAGEO LAUNCHES SMIRNOFF EXPERIENCE
On July 10th, Smirnoff Experience®, the Global series of original nightlife events, is coming to superclub ‘Matter’ in London to launch a brand new event entitled ‘Smirnoff Experience: U.R. The Night’. As the name suggests, consumers will have the chance to co-create the night, which is backed by investment from Diageo Great Britain, including outdoor adverts, radio, online and PR.
The only way to attend the event is to get involved by submitting ideas via Facebook in exchange for a chance to obtain free tickets.
Using an innovative co-creation format, attendees will vote on a number of different elements to help shape a truly original night, including which drinks will be served, what the DJs will play and the theme for a pre-event boat party, all via polls on the ‘U.R. The Night’ Facebook page.
In addition to the host of original entertainment decided by this consumer voting and fancy dress items given to people on arrival, the night will see Pet Shop Boys, aka Neil Tennant and Chris Lowe, taking to the stage for an exclusive performance amongst others.
Nick Mills, Brand Manager for Smirnoff Original Nights at Diageo GB, comments said “Smirnoff Experience: U.R. The Night and the investment behind promoting it will increase awareness of Smirnoff® vodka as a truly exciting and original brand amongst consumers. Everyone can get involved by submitting their original ideas for the night, which creates a buzz and puts Smirnoff at the forefront of people’s minds when they enter an outlet, helping to drive sales.
“We know times are tough and it’s important for licensees to do everything they can to drive footfall, we strongly believe that offering customers original entertainment is a great way of doing this. We hope that events like ‘Smirnoff Experience: U.R. The Night’ provide licensees with inspiration for unique ideas and we would encourage them to replicate this format in their outlet by involving their customers in shaping a night of original entertainment.”
Local promoters have also had the chance to get involved through Smirnoff Night Vision, which offers a bursary scheme aimed at anyone who has an original idea for a night or event, and rewards those with the most progressive and forward thinking initiatives. Promoter acts which have been chosen include ‘Swap-a-rama’ where attendees swap an item of clothing with the person next to them when a klaxon sounds and The Underground Rebel Bingo Club, a funky take on traditional bingo.
In addition, to support the local on-trade, some outlets will have the chance to host a roaming karaoke booth in the lead up to the event. Customers get stamped with an artist pass which allows them to sing along to a track and they are videoed doing so. The best of these videos will be put together to be shown at the event in July.
Amidst all the entertainment, the drinks at the event will of course offer something original. The 1st floor main bar will exhibit a unique concept allowing guests to create their own Smirnoff cocktails by progressing down a buffet style bar. Over 500 different cocktail combinations can be created such as Smirnoff Red vodka with purple grape juice, honey and mint or Smirnoff Black® with mango juice, elderflower and star anise. The event will also offer a range of ‘Smirnoff &’ drinks. These simple spirit and mixer drinks show the versatility of Smirnoff vodka paired with the following mixers: Iced Tea, Pink Lemonade, Blood Orange, Dr. Pepper or American cream soda. The ‘People’s Bar’ will bring to life the top four cocktail entries from the ideas submitted by consumers on Facebook.
Each of the bars at the event will also be serving a couple of classic cocktails including the Smirnoff Black Collins and the Smirnoff Moscow Mule, a fantastic mix of Smirnoff vodka, fresh lime juice and ginger beer, with a heritage dating back to when Smirnoff vodka inspired the cocktail revolution in 1950’s New York.
For more information, or to get involved for your chance to attend this original event first-hand, become a fan of Smirnoff Experience: U.R. The Night at www.facebook.com/URthenight.
Licensees can also visit this page following the event for inspiration, information and photos about the original entertainment and drinking experiences that took place at the event.
There is also information on the past Smirnoff Experience events on www.smirnoff.com.
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