Smirnoff Partners With Madonna for The World's Biggest Nightlife Exchange in 50 Countries

Smirnoff Partners With Madonna for The World's Biggest Nightlife Exchange in 50 Countries

World's No. 1 Female Artist Joins the World's No. 1 Vodka in Search for the Most Original Nightlife in the Universe

NORWALK, Conn., Aug. 17, 2011 /PRNewswire/ --Smirnoff® today launches the next Smirnoff Nightlife Exchange Projectwith the audacious goal of getting 10 million people to discover, share and swap the most original nightlife experiences in 50 countries. The Smirnoff Nightlife Exchange Project is an ambitious attempt to discover the world's most unique and interesting nightlife, culminating in one-of-a-kind experiences on the same night all over the world. This year, Madonna joins the Smirnoff Nightlife Exchange Project to find the best dancer to join her next tour.

(Photo: http://photos.prnewswire.com/prnh/20110817/NY54057 )

Revellers worldwide are invited to co-create and participate in the Smirnoff Nightlife Exchange Project by contributing ideas on what makes their local nightlife distinct in the categories of drinks, dance, fashion, music, places, and more creating a nightlife cocktail of unique events. The most inspiring suggestions from each region will be captured online and then exchanged with another country in November. By participating online, fans will have the chance to win a place at one of the global events or experience another country's party at a Smirnoff Nightlife Exchange Project event in their own city. Go to www.facebook.com/smirnoff to find out more.

One of the consistent aspects in nightlife culture around the world is the importance of dance. As well as submitting ideas on what makes their country's nightlife special, fans can enter an exclusive dance competition online. Madonna will attend one of the selected Smirnoff Nightlife Exchange Project experiences where finalists will compete in front of her for the winning spot. The winner may get the opportunity to join Madonna on her next tour as one of her dancers.

"What attracted me to the Smirnoff Nightlife Exchange Project is the combination of participating in the celebration of nightlife around the world and the opportunity to discover the world's best unknown dancers," said Madonna. "The best dancers are always in the clubs looking for the most original experience, just like Smirnoff is doing."

The Smirnoff Nightlife Exchange Project strives to showcase, mix and unite the world through unique nightlife and as such the best dancers from around the world will be highlighted for their own style and flair. The submission process for the dance competition begins today, August 17th and runs until October 10th. To enter, hopefuls must submit a 60-second dance video. For details on the dance submission process and terms and conditions, visit www.smirnoff.com.

Simon Burch, Global Brand Director for Smirnoff, said, "Smirnoff mixes original nightlife from around the world and gives everyone the chance to be there through extraordinary, one-of-a-kind experiences. Who better to decide the best in the dance category than Madonna herself?"

As the world's number one vodka, Smirnoff has been at the heart of nightlife culture for generations and now hosts the world's biggest spirits community on Facebook with people participating in Smirnoff events, commenting and sharing information on nightlife around the world while focusing on careful consumption and responsible nightlife behavior.

The 50 countries participating in the Smirnoff Nightlife Exchange Project include: 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.

The Smirnoff Nightlife Exchange Project, including the exclusive dance competition, is the first component of a multi-faceted agreement between Madonna and her partner Live Nation and Diageo, the parent company of Smirnoff. More details to be released in the coming months. For updates on Madonna, please visit www.facebook.com/madonna.

About SMIRNOFF

SMIRNOFF, the world's number-one selling premium spirit and the top-selling flavored vodka in North America, traces its heritage back to 19th century Russia, and the brand was revived in the United States in 1934. In a January 2005 New York Times blind taste test of 21 world-class vodkas, SMIRNOFF was named its "hands-down favorite." SMIRNOFF has always been known for quality vodka and is enjoyed responsibly in 130 countries around the world. For more information, log on to www.SMIRNOFF.com.

About Diageo

Diageo (Dee-AH-Gee-O) is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, beer and wine. These brands include Johnnie Walker, Crown Royal, J&B, Windsor, Buchanan's and Bushmills whiskies, Smirnoff, Ciroc and Ketel One vodkas, Baileys, Captain Morgan, Jose Cuervo, Tanqueray and Guinness.

Diageo is a global company, with its products sold in more than 180 countries around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people, brands, and performance, visit us at Diageo.com. For our global resource that promotes responsible drinking through the sharing of best practice tools, information and initiatives, visit DRINKiQ.com.

Celebrating life, every day, everywhere.

About Live Nation Entertainment

Live Nation Entertainment is the world's leading live entertainment and eCommerce company, comprised of four market leaders: Ticketmaster.com, Live Nation Concerts, Front Line Management Group and Live Nation Network. Ticketmaster.com is the global event ticketing leader and one of the world's top five eCommerce sites, with over 26 million monthly unique visitors. Live Nation Concerts produces over 20,000 shows annually for more than 2,000 artists globally. Front Line is the world's top artist management company, representing over 250 artists. These businesses power Live Nation Network, the leading provider of entertainment marketing solutions, enabling over 800 advertisers to tap into the 200 million consumers Live Nation delivers annually through its live event and digital platforms. For additional information, visit www.livenation.com/investors.

For More Information:
Lizzie Manganiello, Taylor
lmanganiello@taylorstrategy.com// +1 212 714 5792

Jamie Hakim, Diageo
jamie.hakim@diageo.com// + 1 646 223 2314

Press Contact for Madonna:
Liz Rosenberg, Liz Rosenberg Media
liz@lizrosenberg.com // + 1 212 991 4290

The SMIRNOFF word and associated logos are trademarks

www.smirnoff.com | www.facebook.com/smirnoff

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