The Smirnoff Experience Secret Party

Posted by IAB Australia On May 13, 2008 Research & Resources


March – May 2008 winner: The Smirnoff Experience Secret Party
Client: Smirnoff
Creative Agency: Amnesia Media Agency: Mindshare
Campaign type: Banners, blog, microsite, rich media, viral
Industry: Alcohol

Campaign Information
This campaign was a cross-digital and offline treasure hunt – the only way to get tickets to the The Smirnoff Experience Secret Party 2008. The rules were simple: the first to find tickets hidden in the real world across Australia, wins them.

Clues were released on an underground blog, mobile site, Adobe Air App and Facebook group which attracted over 300 people on the first day. Users were alerted on their mobile through the Adobe Air app, allowing them to track the whereabouts of a ticket.

Tickets were found in places such as under a bench in Surfers Paradise, in a Russian deli in Victoria and even in a Russian Orthodox Church.

The treasure hunt was organised in addition to the ‘official’ on-pack competition promoted through the site, banners and mobile.

Judge’s Comment
Thorough execution covering just about every angle of communication. Really engaging and fun with smooth integration between offline and on, right to the point of finding the actual prize in the ‘real’ world.

IAB Australia

IAB Australia is the peak trade association for online advertising in Australia. As one of over 43 IAB offices globally and with a rapidly growing membership, the role of the IAB is to support sustainable and diverse investment in digital advertising across all platforms in Australia.