In October 2012, Diageo partnered with Amazon to launch a Smirnoff-branded YouTube channel for fans to purchase ‘party items’ directly from featured YouTube videos. This case study looks at how the Diageo brand replicated the nightlife experience to engage and convert viewers online.
Brand: Smirnoff | Sector: FMCG, Food and Beverages, Alcohol | Country: US | Partner/agency: We Are Social | Objective: brand awareness, consideration and purchase | Format: Amazon, Ecommerce, Video, YouTube
The vodka brand used the campaign, part of its European ‘Yours For the Making’ campaign, to encourage people to share their own ideas on how to be inventive in drink and nightlife choices with the launch of a social commerce YouTube channel.
Using the YouTube’s Annotation feature, viewers can click on the different items shown in the videos to buy them from a branded ‘Nightlife Experiences’ hub on Amazon. Users will be able to purchase several products including Smirnoff vodka variants and party accessories.
The videos will showcased ideas from people who use the #YoursForTheMaking hashtag to submit their own drink and nightlife suggestions. Each video documents how an idea has been realised and will be curated by a team of influential individuals in the UK music scene such as famous DJs and night-club owners.
The best idea was used to create a series of experiential events across the UK, Ireland and Germany at the beginning of 2013.
