Smirnoff Sponsoring Bloggers

I’ve noticed recently that Smirnoff are sponsoring blogs and blogging events, a little different on scale from the usual things they sponsor.

An example of the latter would be the Silent Disco, a series of events where everyone wears headphones and dance in their own world.

Photo used under CC Licence. By renaissancechambara

But these events are pretty large and a national campaign. They’re also sponsoring smaller events, or at least the Moscow Mule team are. They’re supporting the London Bloggers Meetup, providing a mixology session for the attendees.* They’re also running a contest with Londonist, to win a Moscow Mule Kit.

Smirnoff are ably demonstrating the ability to come at marketing from both ends, what I believe to be an essential part of any marketing mix these days. Do the big, mass advertising, the national tours and events, but also look for the smaller things, the places you can connect directly with your customers. I’m a strong believer in that being the next steps in marketing, combining the more traditional advertising with the social media aspect, to connect and to reach