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Smirnoff Namibia Mobi Site Amendments

Shelley Mason and Megan Hollis


CONTENTS Smirnoff Namibia Mobi Site ..........................................................................................................................................2 Create Your Own Dream Party ......................................................................................................................................4 Get Started Tab ..........................................................................................................................................................5 The Venue Tab ...........................................................................................................................................................5 The Beats Tab ............................................................................................................................................................6 The Guestlist Tab .......................................................................................................................................................6 The Threads Tab ........................................................................................................................................................7 The Ride Tab ..............................................................................................................................................................7 The Props Tab ............................................................................................................................................................7 Stand To Win It Button ..............................................................................................................................................9 Share Button ..............................................................................................................................................................9 Case Study: Yours for the Making ..............................................................................................................................9 Namibian Nightlife Guide ............................................................................................................................................11 Gig Guide .....................................................................................................................................................................12 Downloadable Tracks ..................................................................................................................................................13 Downloadable Wallpapers...........................................................................................................................................14 Drive Dry ......................................................................................................................................................................14 Check In .......................................................................................................................................................................14 Thirsty? ........................................................................................................................................................................15 At Event Concepts........................................................................................................................................................15 Photoball..................................................................................................................................................................15 Glow in the Dark Paint .............................................................................................................................................15


SMIRNOFF NAMIBIA MOBI SITE The Smirnoff Namibia brand is in the fortunate position to have a fantastic mobi site platform which we can utilize and leverage! The “Tonightlife� party may be over, but the content on this platform can be amended to boost longevity and ROI. At present, the mobi site looks like this:


Bearing in mind that we already know the following about the Smirnoff consumer on BrandtribeTM:   

First Name Surname Where they live

We would like to start honing in on more specific questions, e.g: 

What is your ideal party (goes well with Smirnoff brand instrinsics)

This document details the various amendments which could be made to the existing mobi site (smirnoff.na) to uphold relevancy and add value to the mobi site so that users frequent it more often.


CREATE YOUR OWN DREAM PARTY 

A spunky and fresh addition to the Smirnoff mobi site is suggested, namely the “Create Your Own Dream Party” tab. The landing page for this section would look like this:


The function of each of these tabs is outlined below: GET STARTED TAB

Enter the following party details to get this party rockin’! o Enter your parties name (text box allowing for 140 characters) o Select a Spin or a Storm theme ‘cos themed party’s are always more fun!  The colour scheme of the mobi site could change to blue or red, depending on this choice.

THE VENUE TAB

‘Cause you can’t have a party without a venue! o On the venue tab, consumers could choose from the following options:  Villa/Mansion for a vibey house party  Penthouse Suite  Karaoke Bar for a night of sing along tunes  Igloo for a chilled Smirnoff experience  Home sweet home for a chilled kapana  Castle for livin’ LARGE  In da Club for a glitzy all nighter


THE BEATS TAB

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Shake your tail feather! o Users can choose their music preference here. o Depending on which music genre the user chooses, the banner will update to one which represents the genre. See the example for rock music below:

THE GUESTLIST TAB

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The crowd you invite can make or break your party - no one likes a party pooper! o Users can select up to 30 friends from a list populated from Facebook to add to their guest list.


THE THREADS TAB

A party ain’t a party without sweet threads! o Guys:  High tops and a flat cap  A hoody ‘n jeans  A blazin’ suit o Gals:  A sparkly dress with loads of bling  Jeans with a cute tshirt  Heels, shorts and a strappy top

THE RIDE TAB

Why be average, when you can be, bold, original and PIMPED! o Choose which car you’d like to roll in!  Limo  Range Rover Evoque  Audi R8  Audi Rs  BMW  Mini Cooper  Aston Martin  Ferrari  Lamborghini o Now pimp it!  Users can customize the car’s colour and decide which rims they want on their wheels.

THE PROPS TAB

Shop for party items to make your party the hottest gig Namibia has ever seen! o Similar to using an online purchase cart. The idea is for participants to be able to shop for a list of things of things that they would want to have at their party to make it unforgettable.  Games:


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Foozeball Giant Jenga Barrel challenge Speed pool o See how the Bacardi Oakheart Tour entertained party goers with fun games: http://www.youtube.com/watch?v=nRzINVU7BAY&list=PL EBFE4651F637FD38 Activities:  Digital Photo booth – see example here: http://www.chaostheory.co.za/chaos_theory_digital_photo_boot hs.html

 Status updates via tablets and uploading of photos. Lighting: disco ball, strobe lights, lazers, flashing lights, standard lights, lamps Furniture: couches, tables, chairs, bean bags, cocktail table


STAND TO WIN IT BUTT ON

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If the user’s party is chosen, a similar party could be hosted in their honour! E.g: The prize? You and 5 friends will be chauffeured to a party, inspired by YOU. You will have access to your own VIP lounge and of course Smirnoff Spin/Storm on request!

SHARE BUTTON

The Share functionality could post some of the user’s dream party details to their Facebook wall. E.g. Megan created her perfect party with Smirnoff – a pop party in a trendy nightclub. Jealous? Create yours (link).

The Create Your Own Dream Party concept fits in perfectly with the following case study: CASE STUDY: YOURS FOR THE MAKING

o http://www.youtube.com/watch?v=EZOoIWS61Ns&oref=http%3A%2F%2Fwww. youtube.com%2Fwatch%3Fv%3DEZOoIWS61Ns&has_verified=1 o The “Yours for the Making” campaign launched at the beginning of October with the objective of “empowering and inspiring” consumers to create new nightlife experiences


o Based around the theme that “if you try something new you will have a better time”, Smirnoff invited leading figures in UK music to come up with new ideas for top nights out. Their ideas will be shared on YouTube, Facebook and Twitter, using the #YoursForTheMaking hashtag. o Smirnoff has been pioneering new and unique nightlife experiences throughout its history. Now, with ‘#YoursForTheMaking’ we are asking our consumers to unleash their own inner spirit of inventiveness in their drinks and nightlife choices in order to have an even better time. o To amplify the campaign and create real engagement and feedback, club promoters, night owls and partygoers are being called upon to fuel the search by tweeting their suggestions for new nights to @SmirnoffGB_IRE using #yoursforthemaking. Whether it's a silent disco or rubiks cube party, Smirnoff will reward the best submissions by turning suggestions into reality. The best nightlife ideas will then be realised through the ‘Smirnoff Nightlife Experiments’, bespoke activation packages designed to make the ideas a reality in the on-trade in the first quarter of 2013. o http://www.youtube.com/watch?v=pKhw95mDraI o E.g. the giant mirror ball  http://vimeo.com/52247971  To celebrate the launch and to get people to make the most of the extra hour this weekend (due to daylight saving), Smirnoff created a giant mirror ball suspended in the centre of London.  With over half the population likely to forget the clocks going back all together, the world’s largest mirror ball spinning is not just a bold reminder to set our clocks but also to feel inspired to try something new.


NAMIBIAN NIGHTLIFE GUIDE 

A great tab for the mobi site in terms of longevity would be a Nightlife guide.


GIG GUIDE An indepth guide to an upcoming event, e.g:    

Map DJ Line up How to buy tickets http://www.behance.net/gallery/Vodafone-Rock-in-Rio-2012/6841023


DOWNLOADABLE TRACKS Downloadable tracks from the “official” Smirnoff DJs which fans can set as their ringtones and share with their friends:   

DJ Chello DJ KBoz DJ Phatt


DOWNLOADABLE WALLPAPERS

In keeping with Smirnoff’s identity, ‘bold and original’ wall papers can be designed and download for mobile devices. Perhaps they could be updated monthly, to keep traffic coming onto the site. DRIVE DRY

This tab will have the names and contact numbers of safe and reliable taxi/cab services that party goers can contact after a night out. This tab will also promote Smirnoff as a brand that encourages responsible drinking. CHECK IN

This feature would use geo location coding. Party goers or fun seekers having a good time while drinking Smirnoff should be able to ‘check in’ their location, using the check in feature on the mobi site. To further add to this exciting feature, users should also be able to leave a short comment if they wish to do so. Users can be given the option of linking this feature to their Facebook accounts, or keeping their check in’s on the mobi site only. Each check in will appear in a news feed called Smirnoff Real Time Party Time! This tab can also be used when users want to check in at Smirnoff event or party. http://www.bacardi.com/us/


THIRSTY?

This tab will have a list of available Smirnoff product stockists within Namibia. The retailer name will be provided along with a contact number. This tab can have geo location functionality, or manual search functionality whereby the user would have to search by city and then store, essentially it would be like a ‘contact and find us’ function.

The above image is an example of manual search functionality. AT EVENT CONCEPTS PHOTOBALL

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http://www.digitalbuzzblog.com/hp-photoball-at-festivals/ Everyone loves having a turn hitting the huge blow up beach balls at a festival or event before security typically grab and destroy them. Well, this one was a little different and it came with security approval. The HP Photoball consists of one huge blow up ball, a HD camera and a wifi-hub allowing the ball to stream photos and video live to both the festival stage and Facebook, where people who’s been near the ball could find their photo and tag themselves instantly…Plus a live cam feed to over 3 million people! Now that’s a pretty cool little connected object created by the guys at Almap BBDO for Sao Paolo’s biggest music festival, Planeta Terra.

GLOW IN THE DARK PAINT 

http://www.bizcommunity.com/Article/196/12/91505.html


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Even though this would constitute a real world activation, digital elements could be incorporated as follows: o Possibility/feasibility of glow in the dark QR codes could be investigated, e.g. links to mobi site/FB page o Pictures could be posted on Facebook as a teaser, with clues of where people can find the glow in the dark images, e.g. outside the club where the party is being held. If paint isn’t an option, a projector would work just as well The glow in the dark effect is well suited to a brand with campaigns like “Tonightlife” and it is appropriate for night events


Smirnoff party strategy 10 april 2013 final