LiveNation, the largest EDM promoter in the world, just created a textbook authentic alignment with Smirnoff, by inking a 26-concert deal with alcoholic beverage company, Diageo, plc. According to a March 12, 2015 Bizjournals article:
“the Smirnoff brand will create fan experiences at each festival, aimed at engaging consumers. In addition, Smirnoff will develop content to share with fans, through both brand- and festival-related social channels, including its Smirnoff Sound Collective. Also included are consumer promotions in both on- and off-premise locations.”
In securing this sponsorship deal, Live Nation has created a natural and mutually-beneficial opportunity for Smirnoff to participate in enhancing its EDM brand. It’s the classic definition of an authentic alignment. Premium concert-going meets premium drinking experience.
Truly a premium brand, Live Nation Concerts is a subsidiary of Live Nation Entertainment, Inc., the world’s leading live entertainment company comprised of global market leaders: Ticketmaster, Live Nation Concerts, Live Nation Media & Sponsorship and Artist Nation Management. Likewise, Diageo plc, is the world’s largest producer of spirits including, Johnnie Walker (the world’s best-selling blended Scotch whisky); Baileys (the world’s best-selling liquer), Guinness (the world’s best-selling stout); and of course, Smirnoff (the world’s best-selling vodka).
In their recently announced alignment, the sponsor, Smirnoff, gains customers by providing opportunities for EDM fans to socialize at events set up by Smirnoff at the Live Nation venues. Live Nation benefits from what will certainly be some truly cool attractions put on by Smirnoff at its concerts.
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