Titled ‘Meet the Russian Standard', the campaign will run throughout July and August. It will incorporate 40 experiential sampling events, featuring a branded vehicle, Cossack dancers and in-bar Bluetooth messaging.
In addition to the experiential events, i2i will run an on-pack promotion on 250,000 bottles, supported by live sampling in Sainsbury's and at bespoke Selfridges evenings. There will also be a competition offering consumers the chance to win a two-night trip to Moscow.
The campaign will be supported by a dedicated microsite, meettherussianstandard.com, and will be amplified through a comprehensive PR, radio sponsorship and social networking campaign.
"Effective consumer engagement is all about giving consumers interesting, motivating experiences that reflect a brand's core personality," said i2i Marketing managing director Bruce Burnett. "Our ‘Meet the Russian Standard' campaign highlights the premium credentials of Russian Standard Vodka and will give 100 lucky consumers a once-in-a-lifetime contemporary Russian experience – and engage thousands more in a whole raft of live and digital experiences."
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