Smirnoff - 'Madonna Experience' on Facebook
- FB Madonna and Live Nation Competition
- Promotion Period
- April to July 2012
The Smirnoff Nightlife Exchange Project marked the beginning of a huge ramp up in ‘Facebook’ activity for the brand. It asked fans from around the world to share their nightlife experiences on the brand’s facebook page inspiring 10 million people in 50 countries to discover, share and swap their most original nightlife experiences on November 12th.
One of the consistent aspects in nightlife culture around the world is the importance of dance. Madonna joined The Smirnoff Nightlife Exchange Project in a bid to find the best dancer to join her next tour.
Celebrating Madonna’s 12th studio album ‘MDNA’ and the start of the Material Girl’s forthcoming 2012 World Tour, Smirnoff are providing track remixes – exclusive only to their fans via Facebook, of Madonna’s latest remix track ‘Give Me All Your Luvin’ – Just Blaze Bionic Dub’, available through an on-pack promotion.
The Madonna Limited edition packs invite consumers to visit Facebook, become ‘fans’, and use their “VIP Access Card” (or unique on-pack code) to download a free and exclusive remixed track, as well as exclusive behind-the-scenes content from Madonna and the opportunity to win tickets to see her in concert.
Each track download comes at a cost to Smirnoff – and with 22 countries launching the promotion, there is a large amount of marketing budget at stake. Umbrella was able to provide advice and protection on various aspects of the financial exposure.