The world of Smirnoff to the palm of the consumer trough mobilephone

Drinks giant Diageo has launched an innovative mobile internet marketing initiative for the Smirnoff brand in the UK.

Through the pioneering mobile service, which is available
via the mobile internet viewers "will be taken on an interactive journey
to celebrate and become immersed in Smirnoff's iconic Russian heritage",
according to Diageo.
The company added that the "groundbreaking" global
mobile platform would "bring the world of Smirnoff to the palm of the
consumer's hand through leading-edge technology".
The mobile initiative includes a raft of features and
content developed specifically for consumers on the move, including a
'Nightlife Guide', where consumers can choose from a selection of UK bars and a
'Pocket Bartender', providing them with a collection of Smirnoff Signature
cocktails. Consumers will also be able to view Smirnoff's brand new TV
commercial via the phone.
Following the launch in the UK, the platform will be rolled
out in India.
Last week, Diageo North America launched a multi-million
dollar ad campaign for the Smirnoff Source brand which will feature online
interactive elements.