Smirnoff Summer Tour wanted to generate a strategic digital experience that would enrich the Summer Tour 2014 initiative, giving more reach, engagement and relevance to our events.
The strategy was to propel the announcement of the events in different cities through influencers, real people that thanks to their reach and power in social media could stimulate followers to invite their friends to join them, which generated a will to be a part the adventure; to live the experience of a colorful, different summer and to document and share what they did on their social media accounts.
In addition to the hygiene content, the Smirnoff Passport was created and announced by the influencers on their social media. Consumers could earn a Smirnoff Passport by adding their Buddy Smirnoff on a Whatsapp group with friends for a week. During that time, all the members of the group had to complete the challenges their Buddy Smirnoff made and they had to share them online to win the Passport that offered extra benefits in each event. On Whatsapp, we reached 3620 contacts, contestants from every city where the Summer Tour 2014 was held.