#USA #Los Angeles #Smirnoff #Troye Sivan #Briefcase Drop

Smirnoff and Troye Sivan Launch a Unique Scavenger Hunt

Celebrating Connections and Fun

In an exciting initiative aimed at fostering connection and fun, Smirnoff, the world's leading vodka brand, has partnered with pop sensation Troye Sivan for a special event dubbed the ‘Briefcase Drop’. The event aims to bring fans together for a memorable gathering, coinciding with International Vodka Day on October 4th. This playful scavenger hunt is set to take place across Los Angeles, Sivan's hometown, on October 2nd. The collaboration seeks to encourage fans to shift their digital hangouts into real-life interactions, fulfilling the desire many have for tangible social experiences.

The Concept of the Briefcase Drop

During the briefcase drop, fans will follow clues revealed by Sivan and Smirnoff, designed to lead them to iconic locations throughout LA. This event is more than just a hunt; it's an opportunity for companions to engage with each other in person, share laughs, and create lasting memories. The briefcases concealed at various locations will contain unique prizes, including a personalized video from Sivan, and a chance to win a weekend getaway in Palm Springs for the winners and their crew. But there’s a catch: fans must possess a crew of three, all aged 21 or older, to claim their prizes, emphasizing the importance of togetherness.

Troye Sivan – Chief Vibes OFFicer

Troye Sivan's role as Smirnoff's Chief Vibes OFFicer (CVO) has allowed him to creatively engage audiences over the past year. Appointed in November 2024, Sivan's tenure as CVO has seen him spearhead various initiatives designed to encourage people to connect and enjoy life together. From hosting afterparties at his headline concerts across Australia to interactive social media campaigns, his results have been nothing short of impressive. Sivan's lighthearted approach is evident in his promotion of the briefcase drop as he humorously invites his fans into a whimsical world he shares with Smirnoff.

The Vision Behind Vibes HQ

In the lead-up to the Briefcase Drop, fans are treated to a glimpse of Sivan's day at the fictitious ‘Vibes HQ’. In promotional materials, Sivan humorously showcases this imaginary workplace, where he claims to monitor vibes and assess mood metrics. The humorous depiction underscores the brand's commitment to creating lively, enjoyable environments — whether real or imagined. The video highlighting his role at Vibes HQ is now live, offering fans an entertaining insight into Sivan's creative partnership with Smirnoff.

A Call to Gather

As we approach International Vodka Day, Stephanie Jacoby, SVP Global Vodkas, emphasizes the importance of real-world connections, stating, “We hope to bring people together and encourage them to move plans from their group chats into real life — something we all crave.” Her statement encapsulates the essence of this promotion, which seeks to re-ignite connections between friends and encourage them to engage in shared experiences.

Embracing the Excitement

Troye Sivan expresses his excitement for the upcoming event, saying, “This briefcase drop is a great opportunity for us to invite people in and connect with their friends.” The event highlights the playful spirit inherent in Smirnoff's marketing strategies, aiming to create memorable moments that resonate with fans.

What’s Next?

The scavenger hunt kicks off October 2nd with clues and hints being released from Troye and the official Smirnoff Instagram account. This event promises to extend beyond a simple hunt, as it will also deliver engaging digital content including recipes, photography, and behind-the-scenes moments — ensuring that the excitement and vibes continue long after the briefcase drop concludes.

Stay tuned for more updates, and join in the fun as Smirnoff and Troye Sivan bring their vibrant experiences to life!

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Important Note: Crews participating must register prior to joining the hunt, and riders must comply with all relevant rules and regulations. A total of three briefcases will be hidden across Los Angeles. This unique event is open only to participants aged 21 and over.