The spirits giant has increased the budget on digital activity for the vodka brand by 115% – largely as a result of the successful use of technology around its global Nightlife Exchange Project last November.
That activity involved events in 14 countries and brought 312,000 UK followers – and 2 million worldwide – to a dedicated Facebook hub.
The brand also used radio frequency indicator technology to allow followers attending an event in London to update their Facebook status automatically using special wristbands.
Smirnoff also deployed location-based SMS technology to raise awareness of events taking place across the UK and has used Twitter, Woot Media, Spotify, YouTube and Time Out magazine’s website to raise the online profile of the brand.
“Marketing needs to be where consumers are and the digital sphere is an area that needs to be not only seriously considered but effectively planned and delivered in real time,” said Sarah Gilbert, senior brand manager at Diageo GB. “The new technologies we’ve been able to use in the creation and implementation of the Nightlife Exchange Project has taken our relationship with consumers to new levels and reminded them that Smirnoff is a quality experience worth having.”