The Pernod Ricard team were in London today (February 18) to flesh on the bones for their half year interim results which were announced last week.
The brand's goal in the next phase of the campaign is to interact with 10 million people from 50 countries, and to find a dancer who will join Madonna’s next tour.
According to Smirnoff, participants will “contribute ideas on what makes their local nightlife distinct in the categories of drinks, dance, fashion, music and places” to create a “nightlife cocktail of unique events”.
The brand will choose the most “inspiring” online suggestions from each region to be involved in the 'country exchange', which will take place in November.
By participating, consumers will have the chance to win a place at one of the global events, or experience another country’s party in their own city.
Madonna will attend one of Smirnoff’s Nightlife Exchange Project ‘experiences’, where dancers – chosen from online entrants - will compete for the chance to join her next tour.
Madonna said: "What attracted me to the Smirnoff Nightlife Exchange Project is the combination of participating in the celebration of nightlife around the world and the opportunity to discover the world's best unknown dancers."
Submissions for the dance competition will be accepted until October 10 with entrants tasked with uploading a 60-second dance video.
The Nightlife Exchange Project is the first component of a “multi-faceted agreement between Madonna and her partner Live Nation and Diageo”.