Smirnoff
Master of the Mix | Building a Branded Entertainment Platform
Master of the Mix fused television, live DJ culture, social conversation, retail visibility, and digital content into a seamless Smirnoff brand experience designed to move fluidly between offline moments and online buzz.
THE CHALLENGE
Create a culturally relevant platform that could put Smirnoff at the center of music and DJ culture, while extending one big idea across every consumer touchpoint that mattered.
THE SOLUTION
KTC helped shape a holistic program spanning the VH1 competition series, on-premise sampling and DJ battles, off-premise activation, social media, radio, digital, PR, talent ambassadors, and extended online content, turning one campaign into an integrated entertainment ecosystem.
Viewers across the VH1 platform
Earned media impressions
Twitter impressions
GRP lift vs. Season 2
