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.
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."