Last we checked, drinking alcohol in line is not allowed (well, maybe in New Orleans), so Smirnoff came up with the next best thing to satisfy those diligently waiting to get into the club—they brought the club to the line. At the end of last year, they rolled up to Pryzm nightclub in Bristol in a Landrover equipped with DJ gear, smoke machines, and disco lights and started the party outside. Those in line were given headphones (you know, not to offend the neighbors), and the party raged on, much to the delight of those waiting. Now we have an excuse to coin the term “queuing” as a legitimate party experience. Now Smirnoff just has to assemble this strategy in time for the next iPhone release.