For Smirnoff Ice, we developed the media and creator amplification strategy for Cold Classics, the brand's festival stage celebrating hardcore and hardstyle classics at Dominator and Decibel.

Working at the intersection of PR, creator marketing and paid media, we carefully selected creators and editorial partners with a genuine connection to the Dutch hard dance community, ensuring every collaboration felt culturally authentic while aligning with the campaign objectives. The goal was to extend the impact of the on-site experience far beyond the festival itself through credible storytelling and social-first content.

At Dominator, the campaign resulted in four creator collaborations alongside an editorial partnership with Hypebeast, featuring exclusive coverage of the activation. All creator content was produced with paid amplification in mind, allowing Smirnoff Ice to extend the campaign's reach through boosted social media placements while maintaining an authentic creator-first approach.

Before paid amplification has even launched, the campaign has already generated 250,000+ organic impressions, with additional creator content and festival activations continuing throughout the season.