'Smirnoff Nightlife Exchange Media Campaign\r'

'SMIRNOFF NIGHTLIFE EXCHANGE MEDIA CAMPAIGN CHAU Hong Duc confuse of content I. Analysis 1. Overview 2. momentous figures 3. why is it successful? II. Recommendation III. References I. Analysis 1. Overview Smirnoff nighttime Life Ex neuter project is an annual promotion campaign integrates series of nightlife parties, starring(p) to the biggest political troupe in the November severally year, along with global dancing competition judged by Madonna.Initiated by Smirnoff †the 1st cosmoswide vodka disfigurement from 2010, Night Life Exchange reached a huge success in 2011; tag with November 12th 2011 night, with (1)50 countries and 10 million spate around the world involved and watch the best world’s nightlife. 2. Significant figures (2) 10 million participants 50 countries 3000 tracks of partygoers 5000 â€Å" desire” Smirnoff cocktails on Facebook 8000 photos uploaded on Facebook One of 11 best hearty media campaigns in 2011 selected by Econsultancy. co m (3) 3. Why is it successful?In this part, I’ll just discuss on the media’s aspect, which I believe is the major cistron leading to its success. Firstly, Smirnoff heavily takes advantages of social media, specifically Facebook cull out pages. It created 50 fan pages for each country involved, such as Smirnoff Vietnam, Smirnoff. These pages argon altogether connected to the main fan page of Smirnoff with the special application called almost the world, which earns more than 386,000 likes. Fan pages significantly venture a huge impact on earning participants for the project. Along the line, they as hearty as generate local anesthetic anaesthetic ebsite in each country to kick upstairs the event, to attract people signing up for the event and receiving any ideas for the biggest night, varied from which drinks ar suggested, which singers should be put in and so on. On both pages and sites, they put on valuable information about cocktails recipes as substantially as creating amazing and viral small contests with prizes good enough for concern attendants. The two most important elements in this media campaign are: First, Smirnoff had a with child(p) idea of hosting an enormous adept-of-a-kind event locally, which style people from all over the world can enjoy a vernacular experience.This obviously woke up either the sense of national pride or the toward-global tendency. Second, Smirnoff created the bipartite communication with their target customers. They can technically involve in organizing â€Å"their” own party through the possibility of sharing thousands ideas. It’s excellent that Smirnoff is having an open dialogue sooner just informing information to audiences. In conclusion, Smirnoff successfully created the shared value for an event, which is social media all about.Besides, the logo is very well designed with the theme color is red, which is also the theme color of Smirnoff with the symbol of an eagle, represent s a feeling of powerful and courtesy. II. Recommendation However, at that place is still room for improvement if Smirnoff demand to get bigger achievements through this project. I went through some of Nightlife Exchange’s local website and realized that the design, as well as domain name of those websites is not consistent, for example in Vietnam, it’s bethere. n but in another country, it’s totally different. Therefore, I recommend that preferably of having separate websites, they should link all of countries into one mother site and from there, direct to local page, such as bethere. com/Vietnam or bethere. com/brazil. This would suspensor them organize bump customer database, better statistics and easily keep track of their customer. I also highly suggest development mobile marketing, which is cheap and fast rule to spread out the information to audiences as well as sign in piece on Facebook.They should shape up their fans to do check-in whenever the y go to the party. This bequeath create an stately appearance on fan pages. lead but not least, the slogan â€Å"Be There”, though it’s instead suitable for the beginning phase, should be change into some words more encourage the individual uniqueness like â€Å"Be Yourself There” or â€Å"Be unparalleled There”. I think it will encourage people to join party and prove themselves to all people in the world and create a capacious diversity of styles, bringing more vivification to an event. III. Refernces (1)Madonna Resurfaces in Smirnoff Social Media Promotion http://mashable. com/2011/08/17/madonna-smirnoff/ †Todd Wasserman, Mashable, Aug 2011 * (2)Smirnoff Nightlife Exchange Project Gathers Millions Globally for the Worlds Biggest Nightlife hear http://www. marketwire. com/press-release/smirnoff-nightlife-exchange-project-gathers-millions-globally-worlds-biggest-nightlife-1586027. htm †Marketwire, 2011 * (3)11 of the best social media c ampaigns of 2011 (and what we can bunco from them) * http://econsultancy. om/fr/blog/8452-the-best-social-media-campaigns-of-2011-and-what-we-can-learn-from-them †Steve Richards, Econsultancy. com, Dec 2011 * maven line-up for the Smirnoff Nightlife Exchange Projectâ„¢ with The Potbelleez, Fourplay DJs And DJ Gordo http://www. irishtimes. com/events/smirnoff-nightlife-exchange/thailand-exchange. hypertext markup language †Iristimes. com * https://www. facebook. com/Smirnoff * http://nightlifeexchange. vice. com/en * The Smirnoff Nightlife Exchange Project 2011 film clip http://www. youtube. com/watch? v=k9lCf8VkMio\r\n'