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.
When the campaign started, the Twitter account had 4027 followers. By the end, it had reached 10.063 followers. Fans and followers of the brand generated so much content in this platform about the event that, on the afternoon of September 8th until past midnight of September 9thâ€“almost 12 hoursâ€“the hash tag #SmirnoffSummerTour was Trending Topic in Venezuela. For the entire duration of the campaign, the message of #SmirnoffSummerTOur reached over 9.5 million Twitter users. On the other hand, the Instagram account grew by more than 10.000 followers during the campaign.
This is how Smirnoff Tour was more than just a party, it was a way to experience the summer