Party it Forward

Smirnoff's "Exclusively for Everybody" campaign centered all around the ultimate house party, hosted by Adam Scott, Alison Brie and Ralph Macchio. 

To keep the party going, we created "Party it Forward," an idea that let Twitter users score actual swag from Adam and Alison’s party – items that they could then use to throw house parties of their own. We gave away stuff like Adam Scott's robe, a party gong, a party lamp, a party ficus, 50 random party cups, Uber rides to/from your next party, post-party maid services and more, with every giveaway teasing the new campaign and getting fans excited to – yeah, you guessed it – party.