Smirnoff knows media engagement

An article on Digiday was posted about how Smirnoff was driving engagement with fans over social media. It was an article in question and answer format asking how the brand felt about social media and how it went about engaging fans being such a controversial brand. All in all the brand knew exactly what it was doing. Even though an age limit would be a potential buzz killer for the brand it had no problem going about things legally. An easy way they controlled fan traffic was that on every social media site the potential fan had to submit their birth date before being able to join the engagement. They accounted for the fact that different places around the world have different drinking ages so that allowed for a variety of followers. The article broke down how the brand viewed social media and its so called limitations. Smirnoff has had a presence on social media dating back to 2006. They knew back then that posting just to post would not drive engagement, so they talked about real life events that could only be attended if fans were evolved on their social media sites.