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Nightlife Exchange Project

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Marketing Challenge:

The Smirnoff brand needed a global flagship event for their Nightlife Exchange Project, an ambitious attempt to discover the world's most unique and interesting nightlife in over 50 countries, culminating in one-of-a-kind experiences on the same night all over the world. In addition, Smirnoff needed an extraordinary event to showcase Madonna's 2011 partnership with the Smirnoff Nightlife Exchange Project for a global dance competition. The winning dancer was awarded the coveted prize of joining Madonna's official dance crew.

Solution:

GTM produced an exclusive event for Smirnoff that highlighted their commitment to dance and music culture. Additionally the event aimed to leverage Smirnoff's relationship as the #1 vodka in the world with Madonna, the #1 female artist in the world. The event also provided content for a national TV commercial co-produced with the brand's AOR (Agent of Record), thus extending the partnership messaging well beyond the live event itself.

Results:

  • Over 4,000 people attended the event and filled the Roseland Ballroom to capacity.
  • Outstanding press coverage within the first 48 hours
  • Smirnoff garnered approximately a 30% increase in share of voice over the weekend
  • Smirnoff took up 87% of the blogosphere share of voice
  • Smirnoff took up 76% of the share of voice in traditional media.
  • The total press impressions in the first 48 hours totaled 200 million
  • Press coverage highlights include broadcast, print and online coverage on: VH1, The Huffington Post, People, The New York Post, The Sun, The Daily Mirror, Perez Hilton, Daily Express, and MSN.

In conjunction with JWT