Project Name and URL:
Smirnoff 'Be There' Campaign, https://www.smirnoff.com/
Location & Creator/Author/Organisation:
International, Smirnoff and random entrants.
Media and how it is used:
In 2009, Smirnoff announced a new promotional campaign titled the "Be There" parties. The parties began with a competition where entrants sent in their ideas for the most extraordinary and unique event. A winner was chosen and given a small grant to organise the events, where the only condition was that Smirnoff had to be served. The parties have evolved and through online social media have expanded all over the globe with Smirnoff "Be There" events being held on a regular basis.
Points reflecting on its success:
The events are only advertised through social media where members are the only ones that have access to the guest list. Therefore if you would like to join one of these exclusive events, you must register your interest as a follower on various social media websites in order to get on the guest list and receive updated information as to each event. The events contain a mob of people that get together and go out and do extraordinary things together, however, there is also world famous DJ's, visual, and performative artists present that keep the party rolling. The company has also added a couple of catch phrases to the events that are linked on the ads and have become somewhat popular terms: "Life is calling, Be There" and "Can you say I was There?"
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