As experts in both football and Smirnoff, we know that you can’t start a football game without a coin toss, and you can’t kick off an epic game day without a cocktail.
Introducing Heads or Cocktails: The Ultimate Coin Toss, where real in-game coin tosses were used as the central mechanic on deciding how to reward loyal football and Smirnoff fans. If the coin landed on tails, that could only mean one thing—COCKTAILS. With each tails result on the field, Smirnoff No. 21 rewarded 21 fans with delicious cocktails on game days all season long.
To launch our idea we tossed a digital coin on the tallest billboard in Times Square, 21 stories high into the New York City skyline. With social amplification from our long-time Smirnoff partners, Anthony Anderson and Vernon Davis, and scannable TVC banners during live game broadcasts, we drove fans to our website where they could conveniently sign up while watching at home. Our real, minted Heads or Cocktails coins were a hit with fans and talent. Kay Adams even created engaging IG stories where she flipped our coin to make a custom cocktail!
Coins were tossed, games were watched, and a total of 210 fans were rewarded with cocktails on game days to kick-off opening weekend of the 2023-2024 football season.