Madonna Takes Part in Smirnoff Nightlife Exchange Project
Katherinev123 — August 20, 2011 — Marketing
Madonna and liquor brand Smirnoff are teaming up for the Smirnoff Nightlife Exchange Project, which aims to get consumers around the world to swap their nightlife and partying experiences.
This is the second year of the Smirnoff Nightlife Exchange Project, and this year, Smirnoff has extended its campaign to reach 50 countries across the globe.
Madonna’s role in the program is to find the best dancer; this lucky soul will win the opportunity to dance on the stage during Madonna’s upcoming concert tour. The campaign encourages Facebook users to submit a 60-second video of their own dance, which should display the dancer’s originality and passion. Finalists get to attend one of the Smirnoff Nightlife Exchange Project events and dance in front of Madonna, who will then choose who she thinks is the best dancer, describes Popsop.
This is the second year of the Smirnoff Nightlife Exchange Project, and this year, Smirnoff has extended its campaign to reach 50 countries across the globe.
Madonna’s role in the program is to find the best dancer; this lucky soul will win the opportunity to dance on the stage during Madonna’s upcoming concert tour. The campaign encourages Facebook users to submit a 60-second video of their own dance, which should display the dancer’s originality and passion. Finalists get to attend one of the Smirnoff Nightlife Exchange Project events and dance in front of Madonna, who will then choose who she thinks is the best dancer, describes Popsop.
Trend Themes
1. Global Nightlife Exchange - The Smirnoff Nightlife Exchange Project aims to connect consumers around the world and encourage them to swap their nightlife and partying experiences, creating a global exchange of cultural experiences.
2. Celebrity Engagement in Brand Campaigns - Madonna's involvement in the Smirnoff Nightlife Exchange Project showcases the trend of celebrities partnering with brands to add star power and increase engagement.
3. User-generated Dance Challenges - The campaign's call for Facebook users to submit their own dance videos taps into the trend of user-generated content and social media challenges, creating a highly engaging and participatory campaign.
Industry Implications
1. Beverage - Liquor brands like Smirnoff can leverage innovative campaigns like the Nightlife Exchange Project to drive brand engagement and create unique experiences for consumers.
2. Entertainment - The collaboration between Madonna and Smirnoff highlights how the entertainment industry can collaborate with brands to create unique experiences and engage with fans on a deeper level.
3. Social Media - The user-generated dance challenge and online voting aspect of the campaign demonstrates the power of social media in driving brand engagement and creating buzz for a campaign.
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