Aggressive marketing and promotions to target 800 local based nightlife audience to promote and market Smirnoff’s Clearly Original Concert Series Campaign.
Strategy, Promotions, Guerilla Marketing, Database Generation, Guest List Management
We were hired by UK based marketing and production company , CC Lab to be the strategy, tactics and promotions behind their U.S/South Florida experiential programming for Smirnoff’s Clearly Original Campaign. Since we were local and have a built in audience that fit the tastemaker and opinion makers they were looking for, we filled their marketing gap of directly targeting locals that were from three different lifestyle and music markets. Their main goal was driving at least 800 guests, who were 21 and above, on a Tuesday night to a desolate part of Miami’s downtown neighborhood for a musical showcase featuring The Rapture, Danny Tenaglia, Felix da Housecat, Oscar G and DJ Irie. Goals included: database generation and email marketing via personal invitations only. No mass or street promotions were permitted. Together with the team, personal approaches and a few guerilla tactics, we had a reach to the best of the hip-hop, alternative/indie and the dance music scene over.
We collected over, 2,500 emails and a personal online promotion that exceeded over 40,000 impressions. Over 2000 guests were in attendance, which clearly proved their support for an original brand.