The Smirnoff Nightlife Exchange Project which happened on the 27 November last year saw 14 countries including Great Britain, Ireland, Brazil, Argentina, USA and Australia take part. Using Facebook people were able to share what made their country's nightlife so great and with their exchange partner share nightlife experiences. The events were such a success for participating organisers that nightlife exchange projects are still taking place. The Smirnoff GB Facebook group recently voted for a Miami experience, bring top DJs from Miami and recruited themed decor to boost the event and will continue through various towns over the next few months. Similarly Northern Ireland will be taking part in its first nightclub exchange project in May when a Buenos Aires night is planned in Kelly's the country's largest nightclub.
The Nightlife Exchange Project by Smirnoff is a great example of brand engagement, getting the target audience to participate and lead in the roll out of this clever marketing campaign.