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Madonna’s dance off with Smirnoff

By Noli Dinkovski , 31-Aug-2011

Related topics: General News, Drinks & Brands News, Spirits

Smirnoff has teamed up with Madonna to get 10 million people to share and swap their most original nightlife experiences across 50 countries.

Smirnoff: more details on Facebook page

Smirnoff: more details on Facebook page

Smirnoff has teamed up with Madonna in an ambitious project to get 10 million people to share and swap their most original nightlife experiences across 50 countries.

In its second year, the Smirnoff Nightlife Exchange Project is backed by a £6m global marketing spend. Smirnoff promises it will be working closely with its on-trade partners to deliver some “exciting serves” and “dynamic bespoke events” in selected outlets.

Revellers are invited to participate in the Exchange Project by contributing ideas on what makes their local nightlife distinct in a number of categories, including drinks and music.

The most inspiring suggestions from each region will be exchanged online with another country in November, and participants will have the chance to win a place at one of the global events or experience another country’s party at an event in their own city.

Participants can also enter an exclusive dance competition online. Madonna will attend one of the selected Exchange Project experiences where finalists will compete in front of her for the winning spot.

Smirnoff marketing manager Neil Skinner said: “Following the success of last year’s project we are looking forward to this year being even bigger and better, giving the on-trade a massive opportunity to benefit through fantastic nightlife and exciting drink serves.”

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