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Smirnoff Pre-game Party for the People


Ahead of the big game, Anthony Anderson and Mama Doris turned Wheelhouse into the ultimate Smirnoff Pre-game For the People.


Smirnoff wanted to create a buzzworthy event that drove organic content share as well as earned press coverage over Super Bowl weekend in an extremely crowded media landscape. Through collaborative partnership across Smirnoff’s many partner agencies, NVE was able to develop an innovative, fun and original event that offered up amazing content for attendees and media partners to amplify.


We knew that Smirnoff wanted to throw the most epic Super Bowl party to solidify Smirnoff as THE brand for cocktail homegating and create surprise moments throughout the event for guests.


From delicious food to specialty No. 21, Pink Lemonade, Peach Lemonade, Spicy Tamarind and Red, White & Berry cocktails, guests enjoyed special entertainment and performances from aerial artists and a high energy drum line throughout the night. NVE partnered with Smirnoff and Cocktail Academy to develop a series of Twisted Mule cocktails with creative and fun garnishes as well as performative serves at the event. Drinks were served through an ice luge and out of a BBQ smoker.


  • 1.04B Earned Impressions
  • 440 Earned Placements
  • Coverage of the party included articles in top-tier entertainment outlets such as People Magazine, Page Six, E! News, Hollywood Life and more!
  • A variety of celebrity guests stopped by to strut the red carpet before enjoying the festivities including Cedric the Entertainer, Jordin Sparks, Ashley Everett, LaLa Milan, Matt James and Adrienne Muse.