Explore the Night
10K app downloads and a 2000% increase in Twitter followers
Merge the physical and digital into a unique experience
How do we create an immersive experience that transcends digital platforms into the real world and let Smirnoff truly connect with its consumers?
Embracing endless nights with a one-of-a-kind cab service
Our Explore the Night app hailed a free Smirnoff Ice Double Black with Guarana cab and took users in Jozi, Durbs and CPT wherever they wanted to go. An integrated Heat Map crowdsourced the opinions of partygoers for a guide to the hottest parties in town, while our mobilised social team were on the ground, creating content on-the-fly and taking snaps of every unforgettable night with Smirnoff.