Madonna, Nightlife, & Marketing: Michelle Klein Takes Smirnoff To New Heights

How does one get a dancer on stage behind Madonna? It takes a global perspective and some creativity, and that’s something Michelle Klein has in spades. Michelle is VP Global Marketing Comms & Digital for Smirnoff, which you may not know is the number one premium spirit in the world in terms of value and volume.

“Often when you’re in a global role, you tend to sit in global headquarters,” she said. “If you haven’t seen the world, then I think you have less of an appreciation for global culture.”

Being named one of AdAge’s Women to Watch, Michelle draws on her experience living on four continents to oversee some incredible marketing projects. Take for example Smirnoff’s “Nightlife Exchange Project.” People in 50 countries exchanged party ideas for one global party. Now in its second year, the campaign leverages social media as the common thread throughout the activity, engaging over 10 million people globally. This year, the project features Madonna, who, in partnership with Smirnoff, searched for the world’s best dancer to join her as part of her next tour. The search culminated in a global dance-off on November 12th.

She also helped launched “Midnight Circus,” a global tour that features performers, mixologists and interactive art exhibits.

Drawing on the mobile movement, Michelle and Smirnoff created the app “Mixhibit,” allowing users to pull photos from their social accounts creating a collage with custom music. “Mixhibit will unlock the power of our community and provide a platform for them to have fun, be creative, and experience the brand in social occasions, to take the physical experience into a digital one,” Michelle said.

Michelle will be on stage this February to share more of her marketing successes and what brands can learn from Smirnoff. The question is, will you be there to get it all?