Smirnoff Slumberfest ready to stir

A group of agencies including RPM, Splendid and Golin Harris are readying to lift the lid on Smirnoff’s latest nightlife experience, the Smirnoff Slumberfest.

Featuring at seven British and two Irish venues Slumberfest is a Smirnoff consumer-inspired twist on the classic slumber/ pyjama party with a four poster bed, retro games and midnight snacks. It culminates in a large ‘feather explosion’ where red and white feathers drop at the peak of the night from the ceiling.

On the night there will be a hero serve Cranberry & Lime which will served in unique barware – a paint tin. Consumers will also receive an eye mask or night cap with a Cranberry & Lime.

The Slumberfest events are being promoted on Twitter and Facebook – geo-targeted to reach consumers in the areas of the venues.

At the venues themselves the slumber party theming will be strong, including provision of alarm clock lanyards and brand ambassadors wearing Smirnoff onesies.

Smirnoff will also offer guests branded cookies and sweets. Games to play include a Pacman game. A dramatic reveal on the night will unveil the Slumber bed, a giant bed to dance on. A feather fall from a ceiling pillow concludes an evening which will be captured for social media sharing by roaming brand photographers.

The responsibilities for Slumberfest are split between agencies with RPM looking after the event production, budget and management whilst Splendid is handling social media and PR and Golin Harris is looking after consumer and brand PR.