SMIRNOFF / NIGHTLIFE EXCHANGE PROJECT / THE MIX FACTOR / BY LUCY AITKEN
Issue 26, 20 March 2011
The brand that's always ready for a party, Smirnoff has used Facebook to attract a 2,000-strong crowd of like-minded folk across the globe. In 2010 it went a stage further. It asked its Facebook fans for ideas for unforgettable nights out. The result was the Nightlife Exchange Project: 14 events all hosted on 27 November 2010. This year, it has boosted its digital spend by 115% to improve that experience for 2011. Whether it's in a cocktail shaker, a nightclub or online, Smirnoff is sure to be mixing it up.
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