Smirnoff Battle of the Clubs
Smirnoff wanted to connect with their existing customers and empower them to become individual brand ambassadors where they enjoyed Smirnoff the most: the clubs of Europe.
Online, Emotionally-Charged, Social Engagement
Extra Sauce built the Battle of the Clubs. Facebook served as the hub for the battle. Fans voted for their favorite clubs and Smirnoff drinks both online and in the clubs (via RFID wristbands and tablets). Smirnoff threw a party for the winning club and it’s fans.
Digitally Augmented Event
Smirnoff kept audience attention both offline and online as drinks were voted on locally and shared through the social graph, reaching millions of people before, during, and after the events.
Club-goers went crazy for their clubs... and Smirnoff
After contest completion, the Extra Sauce team was able to identify key influencers responsible for bringing an exponential amount of new fans to the brand, as well as relay true demographic data back to Smirnoff for future marketing message improvements.
The Smirnoff fanbase grew by 143%. More importantly, engagement, as measured by TAT, also know as "Talking about This," grew to 40% of the Smirnoff fanbase - fueling the growth in new fans organically.