Pet Shop Boys and Little Boots gets the Smirnoff Experience

This July (10th) the Smirnoff Experience™ comes to London to give people the chance to co-create their own event Smirnoff: U.R. The Night at Matter. With a mission to keep good times fresh and original, The Smirnoff Co. will ask people to be part of the night by submitting original ideas and voting on different aspects of the event - including the warm-up boat party, music on the night via the DJ's playlist and original cocktails – in exchange for getting access to the event.

The night will see Pet Shop Boys, aka Neil Tennant and Chris Lowe, taking to the stage for an exclusive club performance. Fresh off the back of winning an Outstanding Acheivement award at the Brits earlier this year and releasing their new album Yes, the electronic duo are bringing their magic to Matter. With a back-catalogue of hits including West End Girls, It's a Sin, Always on my Mind and Go West, seeing this stadium act perform in such intimate surroundings promises to be a unique and unforgettable experience.

Performing alongside the Pet Shop Boys will be Little Boots, one of the brightest new stars of the year after coming top of the BBC's "Sound of 2009" list. With a 'space disco' sound taking influence from the likes of Human League and David Bowie, Little Boots will bring her signature touch of glamour to the event. With DJ support from dancefloor popsters Hot Chip and cosmic Jedi Tom Middleton, The Smirnoff Co. are ensuring this is a night everyone will want to be part of.

If you think this all sounds destined to be a sell-out event, think again, as it will be creativity, rather than cash, that will earn people a place. Tickets can only be obtained via getting involved in creating the night itself. The Smirnoff Co. are inviting people to have their say in how they want the night to evolve, by submitting their ideas via Facebook in exchange for a chance to get free tickets. Employing an innovative co-creation format, attendees will vote on a number of different elements to help shape the night, including which drinks will be served, what the DJs will play and by choosing the theme for the pre-event boat party, all via polls on the event's Facebook page.

For more information, including terms and conditions, on how to get involved, become a fan of Smirnoff: U.R. The Night at www.facebook.com/URthenight Idea submissions and voting will start on 19th May.

This event continues the Smirnoff Experience™, series which has already appeared in Moscow, Shanghai, Paris and New York. The events celebrate originality in nightlife by bringing to life original concepts, forming one-off collaborations and championing original drinking experiences.