The Smirnoff Nightlife Exchange Project is part of the ‘Be There’ campaign. The Smirnoff Nightlife Exchange Project sees 14 countries taking part in a cultural exchange of once in a lifetime experiences. Stretching across six continents, the fourteen countries taking part are the USA, Great Britain, Argentina, Australia, Brazil, Canada, Germany, India, Ireland, Lebanon, Poland, South Africa, Thailand and Venezuela. These countries represent the vibrant sights and sounds of global nightlife today. Each country must discover the best elements of their nightlife (these include food, music and sights) and then ”package’ them up in a crate which will then be transported to a different country for them to experience the nightlife. Consumers from Ireland were invited to make suggestions on the facebook page http://www.facebook.com/SmirnoffIreland about what they believe represents the best of Irish nightlife. People were able to suggest what place they wanted the exchange to happen, what drinks they drink, what music they want to listen to on the night out and what food they eat on the night out. The Smirnoff Ireland website http://www.smirnoff.com/en-ie/ also offers consumers the opportunity to talk about their favourite drinks, places, music etc. The website also gives recipes for some of the best known cocktails that can be made using Smirnoff. Some of these include a cosmopolitan and bloody mary. Other cocktails from specific countries involved in the exchange are also available. Some of these include the indian masala marke, the big apple, the moscow mule and the jamaican mule. On October the 22nd the contents of each of the countries crates were revealed to the public and on November 27th each country experienced different nightlife cultures from across the globe.