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Smirnoff doubles online marketing spend

Published:  13 January, 2011

Diageo has more than doubled its online investment in Smirnoff vodka in order to build closer relationships with consumers through digital media.

The decision to ramp up activity online by 115% coincides with the success of the brand's Smirnoff Nightlife Exchange Project. This "global intiative", which took place on November 27, 2010, aimed to celebrate the best of nightlife from around the world on one night. The idea was that consumers would suggest ideas which would become "exciting event experiences". Around 18,000 people in 14 countries contributed over 33,000 nightlife ideas.

A 2 million-strong Facebook hub, which included 312,000 UK Smirnoff fans, updated consumers updated with NEP news, including live streaming of the global events. The brand has also been active on Twitter, wOOt Media, Spotify, YouTube and Time Out online.

Smirnoff also harnessed new technology RFID (radio frequency indicator), to target consumers ? it was used at the London NEP event  via wrist bands that participants were given on arrival. This technology allows users to have their Facebook status automatically updated at various checkpoints across the venue.

Sarah Gilbert, senior brand manager for Smirnoff at Diageo GB, said: "Marketing needs to be where the consumers are and given our target audience, the digital sphere is an area that needs to be not only seriously considered, but effectively planned and delivered in real time."