Smirnoff party exchange

Smirnoff launched a nightlife exchange with 14 countries worldwide, where the best nightlife party idea would swap with another country.


The article below looks at the levels of engagement and the success of the event both online & at the party.

Smirnoff show how a brand can engage consumers by using cultural exchange parties between cities around the world. Consumers in Berlin and Cape Town say they were “very excited” about the parties and later “thank Smirnoff” for an “unforgettable evening”.

Smirnoff use their series of Facebook pages across a range of countries to promote their Nightlife Exchange Project. Consumers from 14 countries give their ideas for the ultimate night out and then switch nights with other cities around the world. WaveMetrix analysed the consumer response in Germany and South Africa in the lead-up and aftermath of the Nightlife Exchange Project where Berlin hosted the South African party and Cape Town hosted the German party on Saturday 27th November.

WaveMetrix social media monitoring shows that the Nightlife Exchange successfully engaged consumers in both Germany and South Africa. Many “can’t wait” to attend and after the party “thank Smirnoff” for a “most amazing time”. Using human analysts, WaveMetrix can see that over a third of consumers mention the Smirnoff brand when discussing the parties, although only a minority mention Smirnoff products.

Consumer discussion around the Nightlife Exchange parties is very positive in both countries:

• Germans say the Nightlife Exchange party was “awesome” and a “great idea”: Germans say they would “like to attend” and are “very excited” about the event as it will be a “great experience”. Afterwards, they say the party was “cool” with “great food and cocktails” and “sensational music” such as “Peaches” and “Boys Noize”. They “like” the photos on the Facebook wall and ask Smirnoff for the event to come to other cities in Germany.  Negative buzz is very low; a few say there were “poor acoustics and drinks” or lament that they “cannot attend”

• South Africans “thank Smirnoff” for the “best party ever”: Consumers in Cape Town say the Nightlife Exchange party was “fabulous” and they had the “most amazing time”. They “thank Smirnoff” for a “legendary party” that they will “never forget”. Before the party, people were “excited” about the event and the “brilliant line-up of German DJs” such as “DJ ATB”. Some say they would “definitely attend” as it will be “epic”. Negative buzz is very low; a few say the party “would have been better in Johannesburg”

Over a third of consumers mention the Smirnoff brand when discussing the event:

• Over a third of consumers mention the Smirnoff brand when responding to the Nightlife Exchange: South Africans in particular discuss the Smirnoff brand in relation to the event; they “thank Smirnoff” for the “amazing event” and “making this possible”. Some Germans say they “want to be part of the Smirnoff exchange experience”

• A minority of consumers go on to discuss Smirnoff products: They say Smirnoff is “cool” and they “drink it every weekend”. They mention the drinks they like such as “Smirnoff triple distilled” or “Smirnoff Apple”

• Half do not mention Smirnoff in relation to the party: They express their “excitement” towards the event, but do not mention the Smirnoff brand or products

Social media gets consumers raving about Smirnoff Nightlife Exchange parties: http://wave.wavemetrix.com/content/social-media-gets-consumers-raving-Smirnoff-Nightlife-Exchange-parties-00661 by Shani Persson on 3rd December 2010

(JOELY)