Explore the Night with Smirnoff
In an effort to bring a new energy to the party scene, Smirnoff launched their first Ready To Drink offering in South Africa, Smirnoff Ice Double Black with Guarana. With this, we set ourselves a rather lofty challenge: how do we create an immersive experience that transcends digital platforms into the real world and lets Smirnoff truly connect with its consumers?
We decided to let South African party-goers explore the endless possibilities that a night out on the town holds. Our Explore The Night app hailed a free Smirnoff Ice Double Black with Guarana cab and took users in Jozi, Durbs and CPT wherever they wanted to go.
The app’s integrated Heat Map crowdsourced the opinions of party-goers for a guide to the hottest parties in town, while our mobilised social media team were on the ground, creating content on-the-fly and taking snaps of every unforgettable night with Smirnoff.