By Wunderman Bangkok
Smirnoff vodka is chosen by those who love electro music, but 90% of young Thais love pop-music and drink whisky. So we needed to find a way to extend the appeal to more mass consumers without losing the loyal core.
Based on the consumer insight that everyone loves to listen and dance to their favourite songs - we came up with a challenge. We challenged consumers to remix their normal night out and try something different.
We created a FB app that allowed them to play at being DJ - and remix pop songs into a more edgy dance version. They could also mix some Smirnoff cocktails and then share all of this with their friends - to get them to remix their night too!
Consumers collected points for their remixes and the top 800 scorers won tickets (for them and a friend) to experience Smirnoff for real - at the Smirnoff BKK Remix event, where famous local bands performed re-mixed versions of their pop songs and a variety of Smrinoff cocktails were served.
- Over 100,000 music & drink remixes were created
- Generating over 118,000 minutes of brand engagement
LET FANS DO THE TALKING:
- FB app was chosen as we already had 43,000 fans
- FB mechanic encouraged existing Smirnoff fans to share their remixes with their friends
- 5,400 fans shared their music mix to their friends, generating a potential 700,000 organic views
- Drinks Remixes shared by almost 6,500 consumers and a potential 840,000 organic views for Smirnoff product
EXTENDING APPEAL TO MASS CONSUMERS:
- Online Media was used to reach more mass consumers achieving 64,000 Click-throughs
- 8 versions of FB ads were developed, then optimized achieving a max. CTR of 0.024%
- Offline channel integrated -Cards given out for purchases of Smirnoff drinks, then enter the code online to get extra points
EVENT ATTENDANCE :
- More than 3 times the required demand for tickets to the Final Smirnoff BKK REMIX event!
30 May 2011 - 19 July 2011
Overall Rating: (11 votes)
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