Smirnoff - Brand Experience
Embracing Innovation: Smirnoff's Mix-a-coaster Extravaganza
At the forefront of experiential marketing, Smirnoff introduced Mix-a-coaster, a captivating on-ground event aimed at immersing audiences in the brand narrative. As part of a strategic exploration phase, Smirnoff ventured into developing new products inspired by direct audience feedback, utilising events like Mix-a-coaster as fertile testing grounds.
The heart of the event lay in a collection of interactive drink coasters that seamlessly blended music and haptic feedback. With each coaster harboring a snippet of a musical loop essential to a complete composition, guests were invited to orchestrate their own melodic masterpieces. Placing a glass on these coasters triggered the loop to harmonize through the main speaker system, inviting bar patrons to unleash their creativity and blend their unique tracks.
The success of Mix-a-coaster transcended mere numbers, with the sampling target eclipsed by an impressive 142%. This triumph translated into an exceptional earned media revenue, soaring past 3 million USD and solidifying the event's impact on brand recognition and engagement.
The heart of the event lay in a collection of interactive drink coasters that seamlessly blended music and haptic feedback. With each coaster harboring a snippet of a musical loop essential to a complete composition, guests were invited to orchestrate their own melodic masterpieces. Placing a glass on these coasters triggered the loop to harmonize through the main speaker system, inviting bar patrons to unleash their creativity and blend their unique tracks.
The success of Mix-a-coaster transcended mere numbers, with the sampling target eclipsed by an impressive 142%. This triumph translated into an exceptional earned media revenue, soaring past 3 million USD and solidifying the event's impact on brand recognition and engagement.
