Smirnoff Be There Moments was a Facebook competition mechanic with three aims. To help build an understanding of the ‘Be There’ philosophy, showcase original Smirnoff nightlife experiences and to establish long-term relationships with consumers.
Early 2010 saw one of Smirnoff biggest competitions yet. Facebook fans stood a chance to win exclusive mp3 downloads from famous international artists, Smirnoff products and VIP tickets to some truly extraordinary nation and global events.
To facilitate this give away we created the Be There Moments application. This lucky dip, stick or twist style game mechanic challenged Fans to try their luck by grabbling random Moments or ‘Bubbles’ to see what they could win.
With only a limited amount of prizes released weekly some fans frantically clicked on well over 200 bubbles in a single session in search of the prize they wanted. If they were lucky enough to find a prize they had to make a choice; claim it quick before it disappeared or continue looking in hope of finding something better.
This drove many to returned daily to try again.
Fans who were lucky enough to find VIP tickets to the main Smirnoff events were asked to chose four friends to go with them. This posted a message on their wall for all their other friends to see and helped the competition spread like wildfire.
From Jan-July 2010 ‘LIKES’ for the Smirnoff page increased from around 97,000 to just over 300,000
Smirnoff had a huge number of entries for the competitions on Facebook with some fans entering 7 times each. Overall there were in excess of 200,000 entries and 50,000 registrations.
