Smirnoff Night Life Exchange & Madonna

Today, 18th August, Smirnoff made the announcement that the next iteration of their Night Life Exchange project will not only attempt to get 10 million people to discover, share and swap the most original nightlife experiences in 50 countries but also to find the best dancer from their fans for an opportunity to join Madonna on her next tour. To mark the announcement the Smirnoff Ireland dance troupe were on the streets today for a number of impromptu performances all over Dublin City Centre to spread the word.

The initial goal sees Smirnoff fans worldwide invited to co-create and participate 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 then exchanged with another country in November. Participating fans will have the chance to win a place at one of the global events or experience another country’s party at a Smirnoff NEP event in their own city.

The second part of this years NEP, focusing on the importance of dance, offers fans the opportunity to showcase their own style and flair through an exclusive online dance competition. Starting today, fans just need to submit a 60 second video demonstrating their best moves. The best dancers from around the world will then be chosen to compete for the grand prize at one of the NEP venues. On hand on the evening, Madonna will judge the final herself and select a winner to join her on her next tour as one of her dancers.

Talking about the project, Madonna said, "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. The best dancers are always in the clubs looking for the most original experience, just like Smirnoff is doing."

Simon Burch, Global Brand Director for The Smirnoff Co., 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?”

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.

Stay tuned for more updates in the coming months and pop along to the