Smirnoff is focused on owning the EDM festival scene globally and nationally. Its a crowded space but one that is rich with opportunity. A lot of brands have decided to bring more sand to the beach, so to speak, with activations that bring talent and performances to the festivals. The problem is when your brand has competing airtime with the #1 DJ in the world like Calvin Harris, you're not going to win that battle.
We had a much better approach. Channeling the brand promise “Exclusively for everybody” we wanted to bring an activation that would give everyone at the festival a VIP experience that normally would cost you a lot more than general admission.
Enter Smirnoff Rendezvous—a place to Recharge, Refresh and Reunite. No lines, full service bars serving great cocktails, charging stations, refresh station to primp and clean up during the festival, seating pods with charging stations, plus the beautiful Smirnoff Daisies models that helped guests enjoy the offerings.
We also wanted to give the guests some fun experiences found no where else and worth sharing— a Body Glow station provided neon body painting for guests to enhance their costumes, by one of the country's lead body painters. A shuffle Stage was the opportunity for guests to dance for the masses with an augmented reality experience.
A huge hit where over 10,000 guests came through the space during the 3 day event.