Smirnoff VIP access card

Diageo GB is offering exclusive Madonna content via an on-pack and online promotion, as part of its partnership between Smirnoff No.21 Vodka, Madonna and Live Nation Entertainment.

245,000 glossy red limited edition packs are set to land on shelves from late April and will contain a special VIP access card.

Each card holds a unique code which, once entered into a dedicated VIP Facebook page, unlocks a host of exclusive content including an exclusive download of Madonna’s latest remix track ‘Give Me All Your Luvin’ – Just Blaze Bionic Dub’.

Once on the page consumers will also have the chance to win VIP Madonna concert tickets.

The Smirnoff Limited Edition pack and VIP access activity will be supported by a multi-million pound investment encompassing a TV ad, digital content and PR. They are also creating striking POS kits and display units to signpost the activity and help drive sales for retailers.