Smirnoff 'Nightlife': How a social media and experiential strategy renewed Diageo’s vodka brand

Describes the launch and development of Smirnoff vodka's 'Nightlife' initiative, a global campaign driven by social media and experiential, night-clubbing events.

Smirnoff 'Nightlife': How a social media and experiential strategy renewed Diageo's vodka brand

Geoffrey PrecourtWarc

Pyotr Smirnov started distilling vodka in Moscow during the 1860s. Since then, the brand that bears his name has had its ups (the three-year...