Smirnoff Nightlife Exchange Project

The challenge

Stake "ownership" of Global Nightlife for Smirnoff.

The idea

The Smirnoff Nightlife Exchange Project

How we did it

We launched the Smirnoff Nightlife Exchange Project in over 30 countries with the audacious goal of getting a 450% increase in fans to discover, share and swap the most original nightlife. The Project is an ambitious attempt to discover the world's most interesting nightlife culminating in one-of-a-kind experiences on the same night all over the world.

Fans worldwide are invited to co-create and participate by contributing ideas on what makes their local nightlife distinct in the categories of drinks, dance, fashion, music, places, and more creating a nightlife cocktail of unique events. The most inspiring suggestions from each region will be captured and exchanged with another country in November. By participating on the platform, fans will have the chance to win tickets to global events and other nightlife rewards.

We even teamed up with Madonna to host a global online dance competition to find the best dancer to join her next tour.  And, Vice Magazine contributed to the site content including global nightlife guides, photo galleries and interviews.