Traversing time zones, borders and language barriers, the Smirnoff Nightlife Exchange Project saw countries world-wide create one-of-a-kind global events that encouraged the sharing and swapping of the most extraordinary nightlife ideas. Events across the world featured a diverse line-up of superstar talent including Kelis, CSS, Basement Jaxx, Alex Gaudino and more - collectively performing 200 hours of music. Over 117,000 carefully crafted Smirnoff cocktails were enjoyed, partygoers grooved to over 3000 tracks, "liked" Smirnoff cocktails 5000 times and uploaded over 8000 photos to Facebook using onsite RFID technology.
"The Smirnoff Nightlife Exchange Project has uncovered amazing dance talent from all over the world." said Madonna.
Each of the participating countries showcased their own 'Be There' moments through a melding of fashion, drinks, music, entertainment, technology and more. In Australia, which swapped nightlife with Italy, the event took the shape of Giuseppe Verdi's three act opera Un Ballo in Maschera ('A Masked Ball'). The event was brought to life with three key acts, Una Discoteca in Maschera, and at midnight all guests wore silver masquerade masks as fireworks fell from the stage and Opera singers, Aerial performers and dancers wearing Venetian masquerade costumes kicked off the global event while DJ Alex Gaudino spun Nessun Dorma. In the UK, which swapped nightlife with Jamaica, multi-award winning dance super group Basement Jaxx collaborated with Grammy-nominated singer-songwriter Janelle Monáe. They were joined on the main stage by legendary Jamaican band The Jolly Boys who performed a special never-been-seen-before collaboration of Bob Marley's 'One Love' with acclaimed hip-hop artist, Ms. Dynamite.
"Smirnoff is constantly on the look-out for the world's most original and exciting nightlife and the Smirnoff Nightlife Exchange Project gives us the opportunity to share our discoveries through extraordinary, one-of-a-kind experiences for our fans", says Simon Burch, Global Brand Director for The Smirnoff Co. "Madonna has championed unique experiences in music and dance throughout her career, and because of this she was the perfect partner for this year's program."
The Smirnoff Nightlife Exchange Project, including the exclusive dance competition with Madonna, was the first component of a multi-faceted agreement between Madonna and her partner Live Nation and Diageo, the parent company of The Smirnoff Co. More details to be released in the coming months. For updates on Madonna, please visit www.facebook.com/madonna. For updates on The Smirnoff Nightlife Exchange Project please visit www.facebook.com/smirnoff.
The 50 countries that participated in the Smirnoff Nightlife Exchange Project were: Argentina, Australia, Belgium, Bolivia, Brazil, Bulgaria, Cameroon, Canada, Chile, China, Colombia, Costa Rica, Cyprus, Dominican Republic, Dubai, Ecuador, El Salvador, Germany, Ghana, Great Britain, Greece, Guatemala, India, Indonesia, Ireland, Israel, Italy, Jamaica, Japan, Kenya, Mexico, Netherlands, New Zealand, Nigeria, Norway, Panama, Paraguay, Peru, Poland, Romania, Serbia, South Africa, South Korea, Thailand, Trinidad, Turkey, Uruguay, United States, Venezuela and Vietnam.
Watch the video below to see footage taken at some of the parties
