Nightfly embarks on a massive text drive in UK Smirnoff push

Guinness UDV is launching a wireless campaign as a key part of in its next drive for vodka brand, Smirnoff.

Nightfly, the Diageo-owned wireless media agency, is launching its largest ever SMS, or short message service, marketing campaign using its permission-based database for Smirnoff.

The wireless activity backs the campaigns "Smirnoff switched on

and "Smirnoff experience", aimed at boosting brand awareness and sales through bars, nightclubs and off-trade drinks retailers.

As a pre-publicity campaign, Nightfly will text more than 175,000 people.

"Smirnoff experience

is a programme of 300-plus club nights in more than 50 UK cities and towns. It will target 18- to 24-year-olds in these places with text messages giving details of the events.

"Smirnoff switched on

includes a "text and win

game, based around a CD giveaway.

Pamela Bower-Nye, the Smirnoff brand director at Guinness UDV, said: "These are major campaigns and we see wireless marketing as an integral part of them."

Dan Radice, the managing director at Nightfly, added: "By sending more than 500,000 texts to 175,000 consumers who have signed up to receive them, we are demonstrating that outbound SMS can deliver the sort of scale that interests major brands."

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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).