Smirnoff's Title Sponsorship of 2016's inaugural ComplexCon

The first annual ComplexCon exploded into pop culture as the biggest event of the year, introducing the world to a first of its kind event — beyond a festival, more than a convention, a vision of the future. In partnership with Smirnoff, ComplexCon created an unforgettable experience for 34K fans on-site generating massive hype reaching a global audience through social and earned media. 

The ComplexCon Arena Presented by Smirnoff

Aligning the brand with some of the hottest acts in music, The ComplexCon Arena made possible by Smirnoff featured top talent including Kid Cudi, Snoop Dogg, Migos Skrillex, Travis Scott and more. Smirnoff’s exclusive ownership of the event’s main stage included a custom digital graphics package that integrated the Smirnoff logo with Marakumi’s artwork, and appeared on stage in front of the massive crowds each night. Each mobile bar was outfitted with a branded Smirnoff wrap, and the signature Moscow Mule was served at all concession stands in the arena supporting both product sales and visibility. 

The Copper Room

Through ownership of the arena’s private viewing area Smirnoff created a special experience for ComplexCon VIPs, allowing talent, local key distributors and friends of the brand to enjoy the show from The Copper Room. Built upon an elevated platform positioned in the heart of the arena, The Copper Room was ComplexCon’s premium viewing space connecting fans to the music featuring a custom branded build-out celebrating the Moscow Mule. Decked out with a copper bar, screens displaying the custom Moscow Mule video loop, branded napkins and Moscow Mules served in an exclusive Smirnoff branded copper cup, The Copper Room provided a premium concert experience for the highest level ComplexCon attendees.

The Moscow Mule Experiential Screens

The brand’s experiential screen installation allowed every one of the thousands of eager fans that flocked to the ComplexCon Arena Presented by Smirnoff with a one of a kind journey into the Moscow Mule upon entry. The exhibition featured dazzling images representing the four essential ingredients of the Moscow Mule displayed through a custom video loop. While simultaneously creating a visually stunning footprint for the brand and an eye catching focal point for consumers, the screens amplified Smirnoff’s ownership of the ComplexCon Arena by positioning the brand as the beacon welcoming fans to the show.