Diageo Canada begins Smirnoff Be There Box Office promotion
Diageo Canada has begun a promotion in association with concert promoter Live Nation in support of its Smirnoff brand of vodka. The initiative, called the "Be There Box Office," takes the form of a Facebook page at which registered users will receive discounts on tickets for Live Nation concerts in Canada, as well as the ability to bypass the line to enter the venue. By purchasing eligible Smirnoff products, consumers may also win special concert experiences, such as backstage tours and meetings with performers. The promotion also includes hospitality, signage and other forms of branding at Live Nation concert venues. "As the largest live entertainment company in the world, Live Nation has a record of providing exceptional experiences for all music fans," said Iain Chalmers, marketing vice-president at Diageo Canada. "Smirnoff also has a long history of creating special moments for our customers, and we are thrilled to join together with Live Nation to now bring these live entertainment events to new and exciting levels."