The two Korean rappers, Dok2 and The QUIETT, in the campaign, tell stories about the districts, Hong Dae and Itaewon where they spend their youth. Some well known clubs and party houses that represent a big part of the youth culture in Korea are located in these districts. Smirnoff runs this YT TrueView campaign to maximize viral impact and to increase awareness.

Launch the campaign
Published
August 2012
Topics

The Story

The two Korean rappers, Dok2 and The QUIETT, in the campaign, tell stories about the districts, Hong Dae and Itaewon where they spend their youth. Some well known clubs and party houses that represent a big part of the youth culture in Korea are located in these districts. Smirnoff runs this YT TrueView campaign to maximize viral impact and to increase awareness.

Viewers can virtually choose which one of the two districts they like to visit more. The internal annotations at the end of the camapaign video take the viewers to the nightlife scenes with famous Korean TV stars in each district. Guerrilla auditions with the TV stars are streamed live on Google+ hangout on-air, and the campaign ends with a huge finale party in HongDae.

The Technology

The Results

Running this campaign, Smirnoff Korea makes a closer connection to the youth and succeeds in targeting the niche market of partygoers and clubgoers.

400K

Views on newly created video and incremental views on other videos

Launch Date May 25, 2012