Emaps Online and Carat Interactive have tied up a sponsorship deal
to get Smirnoff Red noticed by ’young, affluent urban socialites’.
Carat Interactive has blitzed Emap Online’s summer clubbing website
The site combines holidays and resort information from Emap’s
BargainHolidays.com with content sourced from Kiss FM and Mixmag and
online ticketing from Aloud.com.
Caroline McGuckian, Carat Interactive’s planning director, and JD
Furlong, account manager at Emap Advertising, created the deal.
Smirnoff Red branding appears on every page of BeachBeats. The brand
also has exclusive access to online promotions, enabling its owner
United Distillers & Vintners to give away drinks and holidays as weekly
and monthly prizes.
BeachBeats has introduced a Smirnoff channel to the site, which contains
information on how to make cocktails and hangover cures.
Smirnoff branding appears on the site’s electronic postcards, its e-mail
newsletters and the BeachBeats mobile messaging service.
Furlong said: ’BeachBeats hit Smirnoff Red’s target audience perfectly.
It encourages interaction between Smirnoff Red and the site’s users and
links the drink with Kiss and Mixmag.’
McGuckian added: ’Integrated media campaigns are core to our clients’
expectations. Increasingly, the extension of the offline campaign into
online media will form a central part of any cohesive media strategy.’