Smirnoff Explore the Night - Extend the DJ Set Radio Campaign
To drive more trial of the new Smirnoff Ice Double Black with Guarana, we created the “Extend the DJ Set” activation. This campaign invited consumers through Facebook and Twitter to attend our events with South Africa’s hottest club DJ’s, and gave them the power to extend the DJ set with every Smirnoff Ice Double Black with Guarana purchased at the venue. With every can sold, consumers were given a RFID wristband. By scanning their wristband at a terminal, they were able to keep the DJ playing. As long as clubbers kept buying Smirnoff Ice Double Black with Guarana, the DJ kept playing, leading to some epic sets from some amazing DJ’s - taking the party to the next level for a night of endless possibilities.
*Loeries Finalist*
