Master of the Mix
Smirnoff vodka announces the launch of a new reality show called Master of the Mix, a contest to find the best DJ in the world. Hosted by grammy-nominated producer DJ Just Blaze, the show will have the world’s most famous DJ’s compete against each other in a head to head competition for the title of world’s best DJ and $250,000. GTM, a 360 degree marketing agency, is the creator and executive producer of the show.
This release stood out to me because it was just a blatant example of marketing disguised as entertainment. It was created by the marketing agency of Smirnoff, not by tv executives. While some releases I’ve seen briefly mention the brand but focus on the actual event, this release is just drenched with the brand at every stage. There’s two long paragraphs at the end that talk “about Smirnoff” and give media contact information for TaylorPR, the agency for Smirnoff. The show seems to take a backseat to trying to promote the brand Smirnoff, and makes me wonder if they forgot the purpose of the release.