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 Smirnoff Goes Viral

Case Study

smirnoff out of home advertising     
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Smirnoff secured over 19,000 brand mentions, reaching over 360 million and spreading to over 28 million consumers from June 12th to June 21st. This was an increase of over 197% mentions from pre-campaign.

 

The "Made In America" specific OOH received over 3,000 mentions reaching 208 million and spreading to over 5 million consumers.

Explore Case Study in Detail
  • Highlights
  • Details
  • Rationale
  • Results

Highlights

Within 48 hours of posting, Smirnoff "Made In America" mentions went viral across all social platforms and was also covered in key press outlets like Perez Hilton, Huffington Post, Mashable, and Adage.

Details

Flight: June 12th - June 21st

Market: Manhattan, NY

OUTFRONT secured 100% of the OOH media buy, including station dominations, commuter rail, and car cards.

Measured social amplification was generated from ONLY the "Made In America" piece of copy, featured on ONE platform poster, at the Metro North Harlem 125th street station.

Rational

Create awareness through station dominations, commuter rail, and car cards.

Results

Within 48 hours of posting, Smirnoff "Made In America" mentions went viral across all social platforms and was also covered in key press outlets like Perez Hilton, Huffington Post, Mashable, and Adage.

Smirnoff secured over 19,000 brand mentions, reaching over 360 million and spreading to over 28 million consumers from June 12th to today. This was an increase of over 197% mentions from pre-campaign.

The "Made In America" specific OOH received over 3,000 mentions reaching 208 million and spreading to over 5 million consumers.

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