9 different snapacks were created based on Korean text jargon - GYM, JJM, DDND, AARJ, DHB, OGOG, DIB, UMJS, & HBRG. Each word is very popular among young Koreans and we changed them into English and abbreviated them. For example, AARJ is an abbreviation for An-Al-Rya-Joom, which is used to say ‘Not gonna let you know’ in a teasing way. Also by creating 9 fun videos for each snapback with 3 fashion experts, we added more fun elements. By applying on SMIRNOFF Facebook, or drinking SMIRNOFF, people received these snapbacks and were automatically invited to the SMIRNOFF FINALE PARTY.

More than 5,000 people applied for the snapbacks in one week, and 9 fun videos achieved more than 195,000 views in total. At the end of the activity, SMIRNOFF secured 134,669 Facebook fans, more than any vodka brands in Korea. Since the first SMIRNOFF DISTRICT in May, 2011, its sales have rocketed. Monthly average sales in 2011 have gone up by more than 2 times in 2013, and are still growing.