The brand is readying a £6m marketing campaign with the aim of getting ten million people in 50 countries “to discover, share and swap the most original nightlife experiences”.
The “Smirnoff Nightlife Exchange Project” asks people to contribute ideas on what makes their local nightlife – dance, fashion, music and places – distinct.
A dance competition will be judged by Madonna, who will pick a winner that may get the opportunity to be a dancer on her next tour.
Madonna, Live Nation and Diageo have signed what is described as a “multi-faceted agreement”. The drinks producer declined to offer further details of the deal, except to say that there will be “more details released in the coming months”.