Smirnoff launches Madonna MDNA Nightlife UK campaign

Smirnoff is rolling out the next stage in its partnership with Madonna in the UK, with a limited edition on-pack promotion and major marketing campaign, as part of its ongoing Nightlife Exchange Project activity.

Madonna video: tie-up with Smirnoff features offer of  remixed MDNA album download
Madonna video: tie-up with Smirnoff features offer of remixed MDNA album download

To mark the launch of Madonna's latest album, 'MDNA', the Diageo-owned vodka brand is offering a "VIP access card" on limited-edition packs, giving fans access to a free remixed track to download on Facebook, as well as exclusive behind-the-scenes content from Madonna and the opportunity to win tickets to see her in concert.

Smirnoff announced that a remixed Nightlife Edition of ‘MDNA’ album would be available to buy from Facebook for US users for $3.50 (£2.20) in March. UK residents will have the opportunity to download the album from Facebook in the coming weeks.

In May, it will roll out a TV ad by JWT to promote the album, as well as using PR and digital activity.

Smirnoff rolled out its global Nightlife Exchange marketing initiative in September 2010, discovering and celebrating the best nightlife from around the world. It signed up Madonna to front the campaign in August last year.

Follow Sarah Shearman on Twitter @Shearmans


Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Martin Freeman fronts Vodafone UK's first integrated ad campaign by Ogilvy

The Hobbit and Sherlock star Martin Freeman plays a rude wedding guest in Vodafone's first integrated ad campaign since the telecoms giant moved its UK ad business to Ogilvy & Mather earlier this year.

Case study: How 'This girl can' got 1.6 million women exercising
Shares0
Share

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published

More