Campaign details

Brand: Smirnoff
Brand owner: Diageo
Agency: Live Nation Experiential
Country: United Kingdom
Industries: Spirits & liquors
Media channels: Events & experiential, Mobile & apps, Online video, Other & ambient media, Product sampling, Social media, Sponsorship - event, property
Budget: 500k - 1 million

Executive Summary

For the 2019 summer season, Smirnoff partnered with seven of Live Nation's music festivals to deliver a programme of sustainable brand activations and a new digital campaign to enhance the fan experience. 2019 marked the fourth consecutive year Smirnoff had worked with Live Nation as a strategic partner on forward thinking partnerships to reach their key live music audiences at scale.

Smirnoff's 2019 festival activations included partnerships at Park Life, Isle of Wight, Lovebox, Citadel, Reading Festival, Wireless and TRNSMT; Smirnoff had access to over one million festival attendees and over 2.5 million social media followers across seven different festival social channels.