The Smirnoff Co. Brings A One-Of-A-Kind Experience To Berlin - Co-Created By Thousands Of Fans, With SMD (Simian Mobile Disco)

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On 23rd April, the Smirnoff Co. will bring a unique user-generated event concept to life when the global series of original nightlife events - Smirnoff Experience™ - lands in Berlin, headlined by globe-trotting electro duo SMD (Simian Mobile Disco)

Nearly 3,000 people submitted their ideas for the event, with 10,000 people from around the world voting online to decide on the top-class line up and extraordinary venue. Smirnoff Experience™ Berlin is truly a one-of-kind experience, which was created by the people and for the people. And even those who haven’t voted on the line-up can participate with Smirnoff on www.smirnoff.com | www.facebook.com/smirnoff.

Watch the teaser: www.youtube.com/smirnoff

With the support from Smirnoff, SMD will take their infamous live performance to new heights at the event, where they will premiere their most complex live-show to date. Centred around a table which holds their self-made modular synths, computers and machinery, the live show will feature massive video screens, LED lighting and killer sound. SMD continue to pave the way when it comes to making a live electronic music performance a truly sensory experience – their use of LED light technology has since been copied by several other DJs, bands and dance music acts.

The event will take place at E-werk, a disused electric station, very rarely used for events. The 1,500 strong crowd will also witness performances from UK DJ/Producer Boy 8 Bit, German disco-punk duo Who Made Who and UK's The C90s - the line-up they voted on. The 2nd floor will be hosted by Frankfurt’s Creathief.

About this incredible show, Simian Mobile Disco said:

"Although we are first and foremost producers, we have worked hard to make our live show an organic and visceral sensory experience. With the help of Smirnoff, we are excited to take this to the next level which will in turn set the precedent for all our live shows from this point on."

Smirnoff Experience™ Berlin brings to life a fresh approach to consumer co-created events and is the latest installment from Smirnoff’s BE THERE program - a rallying cry, calling on others to create, seek out and participate in more one-of-a-kind experiences. Consumers were asked to submit their ideas for the event – everything from the venue, to supporting talent, DJ and event poster were decided by the people. Thousands voted online to make the winning idea a reality at Smirnoff Experience Berlin.
Guests on the night will be tweeting live using #SmirnoffBerlin so everyone around the world can follow the evening’s events as they unfold. Smirnoff will create a mini-documentary from the event, making sure that for those who aren’t There on the night can Be There in spirit.

Visitors to www.Facebook.com/Smirnoff will be able to enjoy a wealth of video content and pictures, including a behind-the-scenes look at how SMD brought their live show to the stage at the event and a sneak peek at what the lucky winners of the international Smirnoff Experience™ Berlin competition got up to on their whirlwind tour of the city.

Smirnoff Experience™ Berlin continues the Smirnoff Experience™ series which has already had stops in Moscow, Shanghai, Paris and New York and will continue its journey around the world to land in South Africa on 15th May 2010 with headliner Tiësto. The events celebrate originality in nightlife by bringing to life original concepts, forming one-off collaborations and championing original drinking experiences.

About Diageo

Diageo is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, wines, and beer categories. These brands include Johnnie Walker, Guinness, Smirnoff, J&B, Baileys, Cuervo, Tanqueray, Captain Morgan, Crown Royal, Beaulieu Vineyard and Sterling Vineyards wines. Diageo is a global company, trading 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. Visit www.drinkaware.com and Diageo’s own global resource www.DRINKiQ.com for information and guidance on responsible drinking. In Great Britain, Diageo is a member of The Portman Group and supports The Drinkaware Trust.

Celebrating life, every day, everywhere.

NOTES TO EDITORS:

SMD & Other Talent
Biographies, mp3s and additional photo / video assets available upon request.

For more information:

Diageo Plc
Marisa Brickman, Global Head of PR Smirnoff
Marisa.Brickman@Diageo.com

Splendid Communications
Becca Graham
becca@splendidcommunications.com
+442073247200