The Challenge Reinforce the position of the world’s leading spirit brand as a world leader in nightlife.

The Insight Dance is a consistent, central aspect in nightlife culture around the world.

The Idea Add a high profile, global dance competition to the 2011 Smirnoff Nightlife Exchange Project to celebrate dance culture around the world.

The work Smirnoff teamed up with Madonna as the project’s global dance visionary and held the first ever truly global dance competition to find a dancer to join the star’s 2012 tour.

Splendid was instrumental in leading all earned media activation for the US and UK dance auditions and the Nightlife Exchange Project globally.

The Result Our work achieved 1 billion press impressions for the campaign worldwide. Smirnoff became the most talked-about vodka brand online, with a 30% increase in share of voice, winning 87% of blogosphere conversation for vodka brands. On Facebook, Smirnoff received 5,000 likes for its cocktails and the public uploaded more than 8,000 photos.