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One of the key target audiences for Smirnoff, and its "Be There" messaging, is the young man about town. So the brand assigned experiential agency RPM to help promote the idea that Smirnoff is an integral part of one-of-a-kind nights out.
Smirnoff had previously supported a hula-hooping and swing event, an avant-garde club night and a warehouse Prism Party where guests dressed in white could wander different rooms projecting various colors.
This time Smirnoff took the expression "paint the town" and made it a reality. At Paintfest, eager club kids donned white boiler-suits and goggles and took to the dance floor while 17 paint cannons fired a variety of luminous paints into the crowd. Pumping dubstep and electro music added to the intensity of the experience and Smirnoff prizes were up for grabs, including visors and special UV paint.
Over 2,000 students took part in live Paintfest parties across six UK cities. Beyond the live events, over 13,000 new Facebook fans were recruited to engage with Smirnoff Paintfest online. Smirnoff has now signed an exclusive contract with Luminar Nightclubs to continue Paintfest with only Smirnoff at the bar.
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