Smirnoff with Madonna jointly launched Smirnoff Nightlife Exchange Project which aim is to ask revelers all over the world to share advises about the nightlife in their city. The idea is to collect information concerning distinct night life spending. It could be everything: dance, fashion, music or something else.
This partnership includes the singer, , the concert promoter Live Nation and the vodka's owner Diageo. The brand Smirnoff marketing campaign costs £6 000 000 and is lead in 50 countries in order to target 10 000 000 people.
http://www.youtube.com/watch?v=wWlXbZZ3ALA
In November 25, in at New York's Roseland Ballroom there was a final of dancing competition, which was judged by the Queen of pop. She chose a winner - Tennessee-born Lil Buck who will go with Madonna to her next tour. Madonna described this evening as “my idea of a perfect evening” and invited her new dancer to join her posse in the ballroom's VIP section for a group boogie.
Madonna in £6m Smirnoff drive to find best nightlife. Marketing Week, August 25, 2011
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