SMIRNOFF & MADONNA
Looking for presence on the supermarket shelves? This red glossy Limited Edition pack of Smirnoff had it in abundance.
Celebrating Madonna’s 12th studio album ‘MDNA’, these packs invited consumers to visit Facebook, become ‘fans’, and use their “VIP Access Card” (or unique on-pack code) to download a free and exclusive remixed track, as well as exclusive behind-the-scenes content from Madonna and the opportunity to win tickets to see her in concert.
Each track download came at a cost to Smirnoff – and with 22 countries launching the promotion, their was a large amount of marketing budget at stake. Umbrella was able to provide advice and protection on various aspects of the financial exposure.