Building on the great success of Smirnoff's 2010 global initiative to discover the world's best nightlife, the Smirnoff Nightlife Exchange Project set out to discover the world’s most original and unique nightlife. The global experiment aimed to get 10m people to discover, share and swap what makes their nightlife unique and vote for the best ideas. The ideas were brought to life on November 12, when 50 countries around the globe 'swapped nights.'Smirnoff also partnered with Madonna in a global search for 'the Most Original Nightlife in the Universe' with a competition to find an extraordinary dancer to join her next tour.On November 12, the campaign culminated in one-of-a-kind nightlife experiences all over the world, inspired by 150,000 suggestions from the global Smirnoff community online. On one night, the Smirnoff Nightlife Exchange Project generated 200 hours of music and 3,000 tracks, 117,000 Smirnoff cocktails, 5,000 cocktail FB 'likes' and 8,000+ uploaded photos to Facebook using onsite RFID across 50 countries.

An integrated PR and digital approach generated almost 1 billion media impressions - and Smirnoff's registered user and Facebook community grew more than 375% combined in just 6 months, making Smirnoff the world's biggest spirits community with 8.5m members and growing. Ultimately, this exposed millions of people to nightlife cultures and trends all over the planet.

As the global PR lead, we built a robust toolkit to provide a consistent strategy, guidance and tools for Smirnoff marketing teams in 50 countries, including press release and media alert templates, key messages and angles. Close ongoing support was provided to help tailor local PR outreach and activation.The campaign ran for 4 months in 50 countries as follows:August 13: Launched with a global announcement and targeted outreach (generated 100+ pieces of global coverage).September 8: Revealed the countries that would 'swap nights' to drive entries for the November 12 event and announced that Madonna would attend the event in NY. Produced a live event casting call in New York City with Madonna’s choreographers Rich & Tone to select one dancer as a finalist.

November 12: Amplified global events and content in 50 countries

The integrated PR and digital approach generated an OTS of almost 1bn in print, broadcast and online coverage - and Smirnoff's registered user and Facebook community grew more than 375% combined in just 6 months, making Smirnoff the world's biggest spirits community with 8.5m members and growing.

On November 12, 39,000 people attended Smirnoff Nightlife Exchange Project events with millions more participating online. The project generated 200 hours of music and 3000 tracks, 117,000 Smirnoff cocktails, 5,000 cocktail FB 'likes' and 8000+ photos uploaded to Facebook.

The campaign ran in Argentina, Australia, Belgium, Bolivia, Brazil, Bulgaria, Cameroon, Canada, Chile, China, Colombia, Costa Rica, Cyprus, Dominican Republic, Dubai, Ecuador, El Salvador, Germany, Ghana, Great Britain, Greece, Guatemala, India, Indonesia, Ireland, Israel, Italy, Jamaica, Japan, Kenya, Mexico, Netherlands, New Zealand, Nigeria, Norway, Panama, Paraguay, Peru, Poland, Romania, Serbia, South Africa, South Korea, Thailand, Trinidad, Turkey, Uruguay, United States, Venezuela and Vietnam.