The Brief
The Smirnoff Experience is an experiential marketing concept that was developed by Euro RSCG KLP, with live music events – sponsored by Smirnoff – giving audiences across the UK and globally access to emerging musicians and at least one high profile artist at each event.
The brief was to use the digital channel to support the events and connect with an audience that spends more time online than with any other medium.
The Solution
Phase 1 involved developing the website www.smirnoffexperience.co.uk to promote all of the up-and-coming events and feature a gallery of photos and music samples post event. The site became the focal communication vehicle for the program.
After the successful launch and sellout crowds at all events, we developed an online VIP mechanic where punters could sign-up on the website for their chance to gain access to the events. At the same time replacing the paper guestlist with SMS tickets to build hype and get people through the door faster.
Successful VIPs were emailed and sent an SMS confirming that they'd made the guest list. People had to send a reply SMS confirming their attendance to be sent a barcode giving them + 1 guest entry on the night.
Mobile and email was also used to communicate with the audience post event to bring traffic back to the site. People who opted-in to Diageo communication were added to the global brand database.
My Involvement
I managed the build of the site and was the digital lead on the Smirnoff account.
Responsibilities included:
- Project planning and specification
- Information architecture and wireframes
- Resource planning and coordination
- Managing design and development process
- Sourcing suppliers for mobile gateway and mobile ticketing
- Ensuring that all development met Diageo’s Digital Governance Guidelines
- User acceptance testing
- Managing email broadcast and SMS broadcasts
- Managing suppliers responsible for mobile ticketing on the night
- Reporting on website traffic and optimisation recommendations
