First Encounter

I first became aware of what Smirnoff where doing through where i spend a lot of my time, on the television. Last year i saw this advert which was for their events in 2010.

I thought this advert was very well made and pushed the fact that this is happening all over the world, this concept appealed to me as with so many people being involved in this event across the globe it made me want to be a part of it, i can imagine others would have a similar response, with their more recent television adverts they have been urging people to get involved through facebook and vote for their town to play host to the event, this plays more on the idea of getting people involved in the night and with facebook which is a great platform as it is effectively you on an Internet page and allows you to interact with others attending the event through the social networking ideology.

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The first i heard of DUBNIUM was from a friend who goes to university in Bournemouth, i had been wanting to attend one of their nights for a while due to the lack of reggae influenced nights around the south of England. however after seeing the lineup for their outlook festival reunion party, which included some of my favorite artists, we decided to make the long trip down to Bournemouth for it. this poster was the first i saw of the nights..

This event was in collaboration with outlook festival in Croatia which markets to the same demographic and with similar artists playing, this was a great way to advertise the European festival to people living in Bournemouth, as to give them a taste of what to expect, it turned me onto it and I'm now attending this festival this September. this was successful event as cross promotion lead to the appeal of both nights.

The Events...

DUBNIUM holds regular monthly events in Bournemouth, the next event is the 26th Feb. The event showcases Local and Global DJs and live bands/artists in underground music scene focusing on Dubstep, Jungle and Reggae music. The hosting venue is a converted firestation with a 1200 capacity, therfore their marketing campaign needs to be very consistent and locally influenced, they have achieved this through word of mouth and verbal communications rather than sponsorship and mainstream media. Through starting from the underground music scene of free music party's they have been able through time to slowly build a loyal and consistent fan base. They rely on these people which make the event, more so than other events as they have built up this fan base over time and would not be able to hold the event without them as they have no influence through mainstream media. This makes this event organisation unique. The event costs £6 admittance and tickets are available through their own website and several shops in the surrounding area including the local university shop.

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Smirnoff Nightlife Exchange Project is holding its second event of the year on the 25th of March in Hatfield which had been voted for on facebook as the town to host the event. It boasts a 'Taste of Miami' with carnival entertainment, Miami Djs and Smirnoff's new drink; the Miami Mule. The events marketing campaign includes; Television, Print, Radio, Social Network Media and an experimental 'touring smirnoff crate'. The event is being sponsored and organised under the vodka brand leaving an endless budget for its marketing campaign. The event is held at the university's local venue and admittance is £15. Free entry is also available subject to a visit to one of the crates touring the area.

'Smirnoff Nightlife Exchange Project' Vs 'Dubnium Sounds'

In this blog i will be following the marketing communications of two events companys..
'Smirnoff Nightlife Exchange Project' Vs 'Dubnium Sounds'

The Smirnoff Exchange Project is a Diageo-owned organisation, its events are marketed with their 'Be There' experiential campaign featuring sponsored parties and events with a campaign to share the dance culture of major cities across the globe. They are funded and organised by the vodka brand 'Smirnoff', this already established brand is its key of promotion and funding. The very original concept of their events is the themeing of their events through 2 country's that have swapped theme's for the night, eg. Miami & London, Cananda & Thailand. 

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Dubnium Sounds very contrasting event organisation, it is a home grown events company which formed through a group of friends and love of reggae roots music and the emerging genre of Dubstep music. They started without sponsership and arrived through the free party movement with their own sound-system and series of Dj's. They entered into the club scene in 2007 starting in small venues and working their way up too regular events in a 1200 people strong venue, with monthly events and world reknown artists, they offer an alternative night of music and entertainment.

I will be exploring the marketing and promotion communications of these events through  online media, social networking and direct mail.