Smirnoff Global Community
Following the success of the Battle of the Clubs campaign, Smirnoff wanted to further strengthen the relationship between the brand and the nightlife everyone loves.
Telling a Global Story About Smirnoff Party-Goers
Extra Sauce concepted, designed, and built a narrative-style presentation application that was displayed in venues internationally.
By integrating real-time updates and social graph data from Smirnoff Nightlife Exchange attendees around the world we were able to tell a story of commonalities and actions that flowed from a global level, to a local level, to a personal level and then back up again.
Data That Engages
The data available via the Battle of the Clubs application was run through a set of analytics to find commonalities across the global attendee base. Those commonalities, coupled with real-time event data, were displayed at global, local, and personal levels dynamically depending on the current phase of the presentation.
A seamless cycle of movement with dynamically generated data enabled the application to run endlessly without the threat of becoming stale. It also allowed attendees to consume as much or as little of the story at any time without feeling lost or overwhelmed. Actions by party attendees actually became a part of and shaped the story unfolding right before them, promoting even further engagement with Smirnoff throughout the night.