Diageo-owned Smirnoff vodka is about to make a global marketing push behind its new Mixhibit app, which allows users to assemble tweets, Facebook posts and Instagram photos of themselves and their friends into a custom-made video, including a music soundtrack. The videos can then be uploaded to social networks including Facebook.
The app, which was created by Smirnoff digital agency Profero, had a soft launch earlier this year at the South by Southwest Music Conference and Festival in Austin, Texas. Mixhibit "will do for video what Instagram has done for photos," said Michelle Klein, Smirnoff's VP for global marketing.
Ad Age caught up with Ms. Klein at last week's Association of National Advertisers' meeting in Phoenix for more on how the brand is seeking to bridge the digital and physical worlds.