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Friday, November 11, 2011
Campaign DNA: Smirnoff Nightlife Exchange
Smirnoff has taken a new marketing approach. What is their strategy? Smirnoff created a physical advertisement experience using all of their marketing tools, including partnering with Madonna, Facebook/Twitter, TV, etc. In the video below, the alliance sales leader Michelle Klein and executive creative director at JWT Matt MacDonald, explain Smirnoff's “Night Life Exchange” campaign event on November 12 that includes having marketing teams in different countries to combine two different night lives into one big event. This is a great way to promote their product by actually giving their consumers a physical experience of their product then the traditional ad on TV the night life. Brands are telling consumers to like a product via Facebook or Twitter but it is not as effective as creating an actual experience for that consumer in pursuit of brand switching or brand loyalty. They use the slogan “BE THERE” to create excitement about the event. Partnering with singer Madonna was also strategic because, her image is consistent from country to country. Smirnoff’s strategic plan is to use all its marketing tools; TV, Facebook/Twitter, print ads, websites, etc. to build anticipation for combining of two completely different countries for the ultimate night life experience.
http://www.adweek.com/video/advertising-branding/campaign-dna-smirnoff-nightlife-exchange-136469
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Using a celebrity when developing audience appeal is key for companies when they are marketing their products. Consumers want to be like the celebrities they see. By tying their marketing in with the portrayal of Madonna will help to generate more interest in Smirnoff then an average American would. Using Madonna as a form of marketing helps to market the product to a bigger audience as well.
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Can you imagine how organized a marketing campaing like this one should be? It seems like Smirnoff has a great grasp on organizational strategies to be able to deliver a consistent message throughout different countries. I like Smirnoff's maketing concept of social media; Twitter and Facebook, as marketing tools, should deliver a physical reward or at least help build it, instead of being simple promotional tools.
ReplyDeleteThis is a great example of a different, creative approach to market a product. It is almost going "old school" in a sense. Be there to be a part of a great experience/event. This is very enticing to the consumer. In order to really pull something like this off though, you would have to use creative ways to market this event such as getting your consumer to "like" or "follow" Smirnoff on Facebook and Twitter. You have to build your brand first in order to pull something like this off and I think Smirnoff has done just that.
ReplyDeleteThis is an awesome way for Smirnof to get their name and product out to the consumer. They did everything spot on, being that they used Madonna, who is known and recognized world-wide and would obviously appeal to many people. They are inquiring social media into the approach, which everyone is now using social media. Overall, I believe this marketing campaign is a great step for Smirnof and will definitely get more people interested.
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