- Smirnoff, the vodka brand marketed by Diageo, launched a nationwide campaign honoring the beginning of the NFL season and enshrined fan traditions, in line with a press release.
- “We Do Game Days” centers on spots celebrating football culture with its myriad superstitions. Anthony Anderson, the Emmy-nominated actor, producer and comedian, features within the creative, and Smirnoff is running custom ads tailored to every of its seven team partners.
- Smirnoff can also be promoting its product across the coin tosses done to find out which team has possession of the ball in the beginning of games. During week considered one of the season, every time a coin toss comes up tails (or cocktails, as the brand terms it), 21 fans will win Smirnoff cocktails on game day for the complete season.
Smirnoff is putting a highlight on football fan culture for its latest NFL play, including through a series of recent ads which can be specified to different team partners just like the New York Jets. In considered one of the brand new commercials, Jets diehards at a tailgate tiptoe around saying the team could “win all of it,” lest they jinx their Super Bowl possibilities.
The campaign overall embraces a theme of luck by tying a prize giveaway to coin tosses, granting fans the possibility to win a reward valued at $500. If all 16 coin tosses in week one land on tails, nearly $200,000 shall be doled out by the Diageo brand.
Fans can take part in the competition via a microsite, and people who enter will receive $5 off their next Smirnoff order through Drizly, a proposal that would help drive transactions around viewing occasions. A bigger-than-life coin toss was also placed on a digital billboard in Times Square ahead of the “Thursday Night Football” this week, with Anderson and NFL star Vernon Davis overseeing the interactive activation.
The coin toss concept is only one component of the “We Do Game Days” campaign, which, in turn, ties into a larger “We Do We” brand positioning from Smirnoff. Smirnoff introduced the colourful “We Do We” messaging in June in response to what it termed a “joy recession” that has left many consumers feeling alienated following years of strife. The strategy puts a strong give attention to inclusivity and community connection, the latter emphasized here through the team-specific creative.
To promote the football-centric leg of the hassle, the corporate is running broadcast integrations, digital and social media content and promoting a partnership with FanDuel. Smirnoff is acting as the exclusive vodka sponsor for the sports-betting platform’s free-to-play branded contests for NFL Sunday Prime Time. Integrations include a custom Smirnoff No. 21 Cocktail Game Mode offering the possibility to win money prizes through the Super Bowl. The tie-up and bigger campaign put a highlight on the Smirnoff No. 21 Vodka product.
Ever since Diageo became the primary official spirits sponsor of the NFL two years ago, Smirnoff has made an effort to succeed in football fans. In January, the brand launched a cocktail coordinator position, and in 2022, placed on a Super Bowl watch party for distant Alaskan miners.
Read the complete article here
