The release of the app would be set to be launched on the 1st of September, coinciding with university fresher’s, as these are the main target customer. To promote the app further Smirnoff would set up stalls at various university fresher’s fairs in the main cities in the UK, e.g. London, Manchester, Liverpool and Belfast. The stall be playing the viral video throughout the event, with Smirnoff staff handing out leaflets with QR codes, and plastic shot glasses which then entitle the customer’s to get a free shot once they are at one of the sponsored bars. They can find the sponsored bars by downloading the app, and following the ‘Around Me’ section. In the sponsored clubs there will be posters, and beer mats advertising the app, with QR codes, which then leads people to the app store where they can download the app for free.
The Smirnoff viral video would be shown on youtube, Facebook and the Smirnoff website. Universities that are having Smirnoff at their fresher’s fair, would have the video on their student union website. The websites chosen are most popular with the target market and would be most beneficial to making the video a viral success.
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