Archive for the ‘Smirnoff’ tag
From June 17-19, EDC Las Vegas was the launchpad for Smirnoff’s F17 brand expression campaign, in support of their “We’re Open” platform. Smirnoff House is not a new idea, as the brand had executed it in Europe, but our our Extreme Home Makeover: MKTG Edition, was more than evolutionary. The client’s resounding acknowledgement that the evolution of this idea had really helped create an experience beyond previous executions was a testament to the risk-taking conceptualization, revolutionary spirit, and heart-rate elevating efforts (from concept pitch to roof pitch) that MKTG continues to employ with everything we touch.
It was a house filled with forward thinking.
It was also an innovative house filled with cameras broadcasting live and programmed content to screens masked in picture frames on every wall of our house.
The photos below don’t even begin to highlight the energy in and around the house, but a little scan of the internet will get you a little closer to how MKTG is helping Smirnoff reach the 100M impressions that the campaign is set out to achieve in F17.
The world’s largest vodka brand continued their efforts to shun the pretentious vibes that has consumed the vodka category and be the brand leading the way for social inclusivity. Continuing of the momentum from their “Exclusively for Everybody” campaign launch, a massive EDM partnership with Live Nation tied the knot with what is one of the least pretentious communities. Smirnoff and MKTG Inc. did not waste any time and created the Rendezvous meet-up spot consumer experience seeking to build authentic relationships with Millennials by genuinely enhancing their festival experience. First up on the schedule, the Super Bowl of EDM festivals…
400,000+ dance music fans from all across the world gathered at the Las Vegas Motor Speedway in June to dance from dusk till dawn at the Electric Daisy Carnival. Insomniac’s annual flagship event has grown into the western hemisphere’s largest EDM festival and this year’s event featured eight brand new stages that were curated specifically to offer different sounds from 150 Top DJs from across the world including: Hardwell, Above & Beyond, Bassnectar and many more.
The Rendezvous’ was the perfect place to Refresh, Recharge & Reunite for all 21+ ravers, which made waiting for your tardy friends much more enjoyable. Refresh stations and charging pods let guests clean up and charge their phones while they sipped on custom EDC themed cocktails. Custom designed red bandanas were given out to guests and professional body artists enhanced looks with UV owl art. The shuffle stage gave fans a large platform to show off their moves which were projected to thousands of folks walking the Rainbow Road strip on LED screens outside the entrance. When everyone’s crew finally made it to the meet-up spot, a group photo in front of the Smirnoff daisy filled eyebrow and red cup art installation was a must before heading back out into the Madness. After 3 nights filled with fuzzy boots, fireworks and desert sunrises the kickoff to a busy year filled with 20+ major EDM music festivals was well underway.
Keep an eye out at your next EDM festival for the Smirnoff Rendezvous and have your crew meet-up with us there.
— Emily Upson
We have all heard daunting tales of pointless internships, where interns are relegated solely to making copies and getting coffee while constantly asking themselves “Is it 5 o’clock yet?” But in my six weeks as an intern at MKTG INC, I have yet to get anybody coffee; in fact, I’ve had full-time employees offering to get me coffee on their run downstairs. We even have a “coffee talk” program, where each intern is given a Starbucks card (being the broke college student that I am, this is huge), as well as the opportunity to invite any employee in the company to coffee for a chat. Even though I am an intern in the Sales and Marketing department, I have had the chance to sit down with Tim Owens, VP, Production to pick his brain about another part of the industry that piques my interest.
If you ask any of the 12 MKTG summer interns in NY, Chicago, Atlanta and San Francisco about their typical day, the answers would be universal: there’s no such thing as a typical day.
We are in and out of the office, attending meetings and events, performing research, and even getting our hands dirty in the event production aspect of the industry. However, this isn’t to say we haven’t done our share of invoices and expense reports.
Many of the eight New York interns have spent recent weeks working on the Warby Parker Hackathon, a project MKTG INC is producing pro-bono in partnership with Warby Parker and the City of New York.
The Warby Parker Hackathon, called #HudsonHack, will host over 200 tech interns in New York City, and students will compete for 24 hours to come up with innovative solutions for several local nonprofit organizations. Our MKTG interns have been working in-and-out of their usual departments to help put on this event. Intern Stasean has been with the project since the brainstorming phase, working alongside the Strategy & Planning team to come up with ideas for sponsorships and activations within the event. The opportunity to meet so many members of the Warby Parker team and regularly visit their offices has allowed our interns to “really build a connection with the brand,” says Stasean. Meanwhile creative intern Lauren has had weekly trips to WP HQ to work with their design team. Julia and I have also tagged along, developing the event’s social media plan, recruiting intern participants, and helping with sponsorship outreach.
MKTG’s remaining summer interns have also worked on Diageo projects such as Chrissy’s work on Smirnoff’s NYC Pride Parade activation, and Julia and Melissa’s slew of Nike summer training events, even previewing not-yet-public classes and interacting with Nike trainers and clients.
More intern updates to come as our MKTG keep us all busy!
MKTG INC has paired up with Smirnoff and the DIAGEO Rainbow Network to celebrate LGBT Pride Month in the Northeast with Pride Parade Floats, Festivals, and Events taking place throughout the month of June in Washington D.C., Philadelphia and New York. The activation theme for 2013 celebrates the progress and ongoing campaign towards Marriage Equality – Every Pairing is Perfect.
With three new sorbet inspired vodkas to stimulate the tastebuds, but not the waistline, Smirnoff Sorbet Light was the perfect brand to make a SPLASH at PRIDE with less than 78 calories per cocktail and three great new flavors – Raspberry Pomegranate, Light Mango Passion Fruit and Light Lemon. The Float celebrates this theme by utilizing three 7-foot inflatable bottles and a recreation of an ice cream booth accompanied by staff dressed in attire that both portrays the sorbet server and embraces the Pride Parade energy. This float has already been a booming part of the Capitol Pride parade in Washington D.C. and the Philly Pride parade in Philadelphia. The float will make its final run in the New York Pride Parade on June 30th.
Outside of the parade, Smirnoff Sorbet Light has partnered with the LGBT Community Center and to host The Center Garden Party located on the Hudson River’s Pier 84. Kicking off Pride Week in New York with over 1,500 supporters, the Garden Party will bring “A Taste of Pride” with 40 restaurants offering samples from their delicious menus and will be complimented by a variety of Smirnoff Sorbet Light specialty cocktails, including a special pairing of 16 Handles Mango Tango Sorbet with Smirnoff Sorbet Light Raspberry Pomegranate….yum!
Be sure to make your way to the NY Pride Parade Sunday June 30th while mixing and matching your Smirnoff Sorbet Light (responsibly!) because you cant go wrong – Every Pairing is Perfect!
Written by: Charlie DeCrescenzo