The Smirnoff brand is bringing back The Smirnoff Nightlife Exchange Project, building on the great success of 2010’s global initiative. Like last year, the vodka brand is encouraging its fans to share what makes their nightlife original and vote for the best ideas. These will be implemented on November 12, the big night. This time, 50 countries all around the globe will be involved in the night swap.
These one-of-a-kind nightlife parties, which will include music, drinks, places, tastes and dances, will be hosted at special venues: Just like in 2010, people from one country will contribute ideas for a party to be arranged in another country. Last year, the programme was launched in 14 countries (the USA, Australia, Canada, the GB, Thailand, Brazil, and Germany, to name but a few) in 10 different time zones, engaging 2 million people through Smirnoff Facebook fan pages. This year Smirnoff decided to give an opportunity to say ‘I was there’ to as many as 10 million fans, by extending the cultural exchange project to include 50 countries in total. Some of the countries involved are Australia, Nigeria, Brazil, China, Colombia, Dubai, Germany, Ghana, Great Britain, Israel, Serbia, US and Vietnam .
This year, the Smirnoff brand also partnered with Madonna in a search for “the Most Original Nightlife in the Universe”, to find the best dancer to join Madonna’s next tour.
The Nigerian version of the party tagged Smirnoff Midnight Circus will tour Three Cities, starting in Lagos. It will be hosted by the rapper Ikechukwu. As part of the total fun package, wanna-be emcees will get the chance to prove themselves by laying a verse on the beat downloadable on Smirnoff Facebook page at The performance should be uploaded on youtube and the link put on the Smirnoff Nigeria Facebook page to enter the competition where fabulous prizes are waiting.
Revellers worldwide are invited to co-create and participate in the Smirnoff Nightlife Exchange Project by contributing ideas on what makes their local nightlife distinct in the categories of drinks, dance, fashion, music, places, and more creating a nightlife cocktail of unique events. The most inspiring suggestions from each region will be captured online and exchanged with another country on November 12, when the night swap takes place.
By participating online, fans will have the chance to win a place at one of the global events or experience another country’s party at a Smirnoff Nightlife Exchange Project event in their own city.