The Campaign MEDIA STRATEGY Augment his authentic drinking experience Most Smirnoff is sold for home consumption, so we developed a campaign to augment the customers’ drinking experience while they are at home. Both through creating authentic elements that helped them host the Red perfect vodka drinking experience, and then have to ability to relay that online to their friends.
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Just about every man’s cabinet has a few branded beer steins and it is time for him to add a Smirnoff glass. Drawing inspiration from the copper mugs Smirnoff used to popularize the Moscow Mule in the 50’s, these iconic shot glasses, similar to the ones used in Russia, will become a fixture in the home and serve to make sure that Smirnoff is a visible part of the party, even after it has been poured out of the bottle.
The offline buzz generated by these shot glasses will spark conversations about Smirnoff online. Smirnoff fans will clamor for their very own shot glasses which they can sign up to receive on their birthdays, or as a reward for using “Authentic Red” hash-tags.
Since music fuels the party, Smirnoff will create branded channels for online radio stations. These channels will feature popular Russian artists unknown in the US. Listeners can download these songs for free on Smirnoff’s “Be There” website.