Social Media and Networking

Social networking sites like facebook and twitter are an essential tool for promoting events, with over 30 million users in the UK primarily  in the 20-29 age group it is a perfect interactive promotional hub for new and regularly updated events and festivals..

 

Smirnoff have a facebook page with the events pages being added to these. These event pages mean  promoters are able to follow the amount of people attending and the general response to the event, it also offers a place for other attendees to socialise even before the event. They are also able to write descriptions of the nights, links to ticket sales and pictures of these events. 

Smirnoff however has taken social media promotion to the next level with its branding has teamed up with facebook The Smirnoff Nightlife Exchange app, linked to from the Smirnoff Facebook fan pages, is there to gather and display user generated content around the campaign (suggestions for the essence of countries’ nightlife – eg in Britain, kebabs were a popular suggestion), and for users to apply for tickets to the night. The page also keeps fans up to date with the campaign as new content is available.

Facebook ads give brands a set of useful tools to target users like very few other platforms, Smirnoff have created something engaging, (what is British style? also most are likely to have a view) and it allows users who do engage to go a further step to find out how people they know voted. this is a great way to get users involved and the interactive aspect of voting

Finally, users can ‘like’ the Smirnoff page direct from the ad using click-throughs, allowing Smirnoff to enter into an ongoing dialogue with users in future. 

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DUBNIUM does not have so much of this online presence, where it is present is with people supporting and involved with the event, using the fanbase to help promote the event through word of mouth, the events they hold do have event pages on facebook which hold all the information about the event including full line-up information, ticket outlets, and promotions for the night.

Dubnium also have a page on youtube.com featuring footage from past events, these videos always feature the flyer and info for the next upcoming event and what people can expect from their nights. As Dubnium do not have a big budget for marketing they can use the success of previous nights as a promotional tool, if they are able to show what they have to offer and their culture of music.

Radio and Blog

Smirnoff's Nightlife Exchange Project's PR campaign extends to the UK's radio shows, Galaxy FM. This snippet features a competition for tickets to the event.. Galaxy FM is part of Global which is the biggest commercial radio broadcaster in the uk  Galaxy are the top three commercial radio brands in the UK, Glaxay fm has a share of 2.6% of the average 77% of the population who regulary listen to the radio.

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Dubnium's target audience wouldn't really be found in the mainstream of national radio. To offer an alternative they feature their DJ's mix's on online radio stations such as mixcloud and on blogs. 

Being on blogs rather than radio stations offers more versatility and directness when trying to communicate with your target audience. Blogs can be updated regulary andd dubnium offer promotional mix's from their resident DJ's to advertise the kind of music they are trying to promote. They use local blogs that feature the local night life such as

Tim Heywood's Bournemouth Music Blog  which is regularly updated with news on uppcoming events and lightlife in the city.

Articles and Print Media

Smirnoff has teamed up with Zane Lowe to push the £8million marketing campaign to the forefront, the radio 1 DJ has been promoting the Smirnoff Nightlife Exchange Project featuring in news articles throughout the PR campaign. They have chosen a well known voice of popular music. Radio one being the most listened to radio station in the UK, he hosts his own radio show as well as touring at UK and international events. 

"Once all of the suggestions were in, BBC Radio 1 DJ Zane selected the ones that best represented the nations vibrant and varied nightlife"

He has been brought to put a recognisable face to the brand and has proved very successful promoting previous nights for Smirnoff last year. He has also featured on interviews and event hosted and played previous events. In other country's where these events have been held they will also feature an international equivalent DJ or host to be involved with the marketing campaign. They also asked him to help select the proposed themes for the nights.

http://www.guardian.co.uk/media/2010/sep/14/smirnoff-zane-lowe-nightlife-exchange-project

Both lengthy paid for advertorials and organic PR in Time Out, Shortlist, Stylist, London newspapers, Grazia and others. 

http://www.timeout.com/london/smirnoff-nightlife-exchange/?DCMP=OTC-smirnoff-fireplace-mag&

MTV have also created an online hub for the Nightlife Exchange, this includes a paid for piece of online video content presented by MTV news reporter Tim Cash.

http://www.mtv.co.uk/events/smirnoff-nightlife-exchange/news/249065-smirnoff-nightlife-exchange-project-grand-finale

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DUBNIUM

DUBNIUM does not stretch to such print media and articles as it is solely based on an emerging underground music scene. When they are mentioned in any other media is it usually twinned with promoting another upcoming event with more status such as 'Outlook Festival' in Croatia. These events marketing campaigns are intertwined and they cross promote by organising nights such as 'Outlook Festival Reunion Party'