So You Think You Can Dance?
Smirnoff's Nightlife Exchange Project hopes to get 10 million people to discover, share and swap the most original nightlife experiences in 50 countries across the world. To do that, the vodka brand has lined up some serious star clout in the form of a new partnership with Madonna, who will use the branded social media platform to find a dancer for her upcoming tour. The contest opened yesterday and will run through October 10th.
The promotion is part of the Smirnoff Nightlife Exchange Project, which allows nightlife fans throughout the world to contribute ideas on what makes their local nightlife distinct in the categories of drinks, dance, fashion, music, places, and more creating a nightlife cocktail of unique events. The most inspiring suggestions from each region will be captured online and then exchanged with another country in November. By participating online, fans will have the chance to win a place at one of the global events or experience another country's party at a Smirnoff Nightlife Exchange Project event in their own city. Go to www.facebook.com/smirnoff to find out more.
As well as submitting ideas on what makes their country's nightlife special, fans can enter an exclusive dance competition online. Madonna will attend one of the selected Smirnoff Nightlife Exchange Project experiences where finalists will compete in front of her for the opportunity to join Madonna on her next tour as one of her dancers.
"What attracted me to the Smirnoff Nightlife Exchange Project is the combination of participating in the celebration of nightlife around the world and the opportunity to discover the world's best unknown dancers," said Madonna. "The best dancers are always in the clubs looking for the most original experience, just like Smirnoff is doing."
The Smirnoff Nightlife Exchange Project strives to showcase, mix and unite the world through unique nightlife. The submission process for the dance competition begins today, August 17th and runs until October 10th. To enter, hopefuls must submit a 60-second dance video at smirnoff.com.
"Smirnoff mixes original nightlife from around the world and gives everyone the chance to be there through extraordinary, one-of-a-kind experiences," Simon Burch, Global Brand Director for Smirnoff, said. "Who better to decide the best in the dance category than Madonna herself?"
The Smirnoff Nightlife Exchange Project is the first component of a multi-faceted agreement between Madonna and her partner Live Nation and Diageo, the parent company of Smirnoff.