This year, Smirnoff canceled its biggest EDM festival at RCA and told everyone to go home… because that’s where our DJ lineup was going to play! Why suffer a sea of strangers when you can party with your best friends and music idols in the comfort of your bedroom?

From 3 winners’ houses, we live streamed the ultimate Songkran house parties and managed to upstage some of the biggest music festivals in RCA combined – all with just a fraction of their spending.

April 1 – Smirnoff announced the cancellation of its big Songkran EDM festival on billboards next to other brands' festival grounds. Instead, we told everyone to go home… and take Thailand’s top DJs to play in their bedrooms, courtesy of Smirnoff.

April 3-8 – On Smirnoff's social media, we offered to send our DJ lineup to play at selected winners' home venues under the condition that participators forfeit their tickets to other brands’ music festivals.

April 13-15 – We delivered the most radical DJ parties to 3 home owners who disavowed their EDM festival plans in the most dramatic ways. We live streamed the 3 "Non-Festival" house parties on Smirnoff's social media, stealing the spotlight from the biggest music festivals and setting the Internet on fire with excitement and envy.

The announcement of Smirnoff's music festival cancellation generated buzz and interest both online and offline (including billboards in RCA festival area). For the social media contest, a total of 631 people offered to forfeit their festival tickets in exchange for Smirnoff's DJ lineup to play at their houses.

During the 3 days of Smirnoff's Songkran activation campaign, the live stream of the "Non-Festival" house parties received over 247,000 live views, which surpassed the total number of attendees at the biggest Songkran music festivals combined. In this time, the campaign's social media engagements (likes, comments, shares) totaled at over 608,000, which is approximately triple that of the social media engagements in and around RCA.