When was the last time you went somewhere and had an experience that profoundly affected you? One that, afterwards, had you thinking, "I can't believe I was there." Since its beginning, the Smirnoff Brand has played a big part in creating these magical, "should have been there," moments. But, with this campaign, we took it one step further. We invited consumers to join our quest to create one-of-a-kind experiences both online and off. Through the website and social media platforms including Facebook, Youtube, and Twitter a global competition had consumers pitch an idea on Twitter for how they would propose to turn an ordinary situation into something extraordinary. Since Smirnoff's new Facebook site launched with the "Be There" campaign, it has over 700,000 new members, and the brands website traffic has increased five-fold.