The effort, via JWT, includes a 60-second in-cinema commercial that shows the Smirnoff signature pen stroke and Imperial Russia, the brand's rebirth in Europe by Vladimir S., and a journey to America.
Smirnoff's interactive campaign includes a partnership with Yahoo involving rich-media ad units and content across Yahoo properties. Consumers are meant to use Yahoo tools to find clues to unravel a series of puzzles, with prizes like trips to Paris.
The Smirnoff Experience is a multi-city, one-year global program An event in Moscow on Sept. 29 will feature DJ Mark Ronson and musicians Kelis and Faithless. The other parties will be in Shanghai in January, Paris in May, and New York in September next year.