For the 2019 summer season, Smirnoff partnered with seven of Live Nation’s music festivals to deliver a programme of sustainable brand activations and a new digital campaign to enhance the fan experience.
2019 marks the fourth consecutive year Smirnoff has worked with Live Nation as a strategic partner on forward thinking partnerships to reach their key live music audiences at scale.
Smirnoff’s 2019 festival activations included partnerships at Park Life, Isle of Wight, Lovebox, Citadel, Reading Festival, Wireless and TRNSMT, providing access to over one million festival attendees and over 2.5 million social media followers across 7 different festival social channels. The inspiration for Smirnoff’s sustainability theme stemmed from research found in a Live Nation global live music fan study that found fans are open to engaging with brands that honour and add to culture. The key is to make sure the idea is culturally relevant, mutually beneficial for fans and brands, spark societal change and be share worthy.
As a result, this year’s activations, which supported the recent launch of Smirnoff’s latest innovation –the new Smirnoff Infusions–were entirely constructed with sustainable materials. The sustainability theme and activation designs were concepted and constructed by the in-house experiential team within Live Nation’s Brand Partnership division.
All activation materials were ethically sourced in accordance with stringent environmental policies and were responsibly disposed of at the end of each festival. Smirnoff’s physical activations were also supported by a robust digital campaign leveraging custom branded content and Live Nation’s first party data.