A Smirnoff ‘Be There’ box office available through the brand’s Facebook page offers consumers exclusive access to shows and opportunities to win experiential prizes as part of a new sponsorship agreement with live-events promoter and organizer Live Nation.

The relationship between Diageo (the company that owns Smirnoff Vodka and Smirnoff Ice) and Live Nation, announced yesterday, will allow the brand to extend its messaging centred on unique nightlife experiences, explains Alanna Stone, senior manager communications and public relations, Diageo Canada.

‘Music is a really powerful expression of originality, and Smirnoff Vodka and Smirnoff Ice stand for originality,’ Stone tells MiC. ‘This will also enable us to bring this messaging and the music association to retail; we’ll be able to leverage it digitally; and also execute it on premise,’ she explains.

Arranged by Toronto-based TraffikGroup with online managed by digital agency Mosaic, the relationship gives Smirnoff branding rights to tickets for concerts at the Molson Amphitheatre and the Commodore Ballroom in Vancouver. The brand also has exclusive pouring rights for Smirnoff Vodka at the venues, and will be featured on screens inside them. Live Nation events will be promoted through redeemable POS coupons where the spirits are sold. Consumers can also access up-to-date listings through the Smirnoff Facebook box office, and purchase tickets on that platform if they want to win backstage tours, artist meet-and-greet and preferred ticket access, explains Stone.

‘It’s really woven into what nightlife stands for and Smirnoff has again been successful in bringing great, unique nightlife experiences to consumers,’ says Stone, about how the relationship will help them reach their target demo of males aged 19 to 29.

Last week, the brand organized a mystery party downtown that packed a downtown nightclub with dancers and international DJS and wrapped the building in comic book-style graphics.