Smirnoff and Flavorpill hired Mikhael Tara Garver to create and execute a 2-day immersive event to celebrate the 75th anniversary of the Moscow Mule. The event told the story of John C. Martin, Jack Morgan and Ozaline, and how they created the historic beverage. Garver created the script and choreography and led in casting, execution and production. The event had over 400 attendees.
The immersive celebration resulted in a 77.6% lift in brand awareness, 8.4 million Editorial Impressions and 3.3 million Social Impressions. 1,625 Smirnoff Moscow Mule cocktails were served, 600 traditional copper mugs were made for the event…525 of which went missing at the end of the night. 385 social posts were tracked using the tags #TheOriginalMule, #Smirnoff, or #MoscowMule.
The first room opened to simultaneous individual experiences where the actors would interact with the partygoers and share stories around the history of the brand. The second part of the event took place at a hollywood-style ballroom, where the performers led the attendees in song and dance. A bigger band awaited them in the ballroom to celebrate seventy-five years of the Moscow Mule. The third part lead the audience through a tunnel and into a secret speakeasy filled with photo booths experience, jazz music, card games and makeovers.