In March, Diageo-owned Smirnoff vodka introduced Mixhibit, an app that allows people to create online videos made up of their Tweets, Facebook posts and Instagram pictures. Videos include a music soundtrack, are completely customized for each user and can be uploaded and shared across social networks.
Now the company will make a global marketing push behind the app which was created by Smirnoff’s digital team Profero. Mixhibit had a soft launch at the South by Southwest Music Conference and Festival in Austin, Texas earlier this year. According to Michelle Klein, Smirnoff’s VP for global marketing, Mixhibit “will do for video what Instagram has done for photos.”
Below is an interview from Ms. Klein on the topic of combining digital and physical worlds—courtesy of Ad Age.
Klein also believes “Mixhibit” will “unlock the power of our community and provide a platform for them to have fun, be creative, and experience the brand in social occasions, to take the physical experience into a digital one.”
Smirnoff is encouraging users to engage across multiple channels by providing a service that curates their content for them. Who wouldn’t want a professional looking video that captures all their adventures from the night before? Oversharing is becoming a problem as users post content across several platforms, so a short sweet video displaying highlights is a much needed breath of fresh air.
So many people watch online videos, it’s great to see a brand providing ways for users to create videos of their own. It will no doubt generate greater consumer-brand relationships and persuade people to think of Smirnoff first when they go out for the night.