Relive Good Times with Mixhibit, the First Collaborative Video Storytelling App

The Smirnoff Co. releases new app that blends Facebook, Instagram and Twitter content from users' social circles to create shareable, one-of-a-kind video

Nov 14, 2013, 05:00 ET from Smirnoff

NEW YORK, Nov. 14, 2013 /PRNewswire/ -- Today The Smirnoff Co., maker of the world's number one vodka, announces the global launch of the Mixhibit app, the groundbreaking new tool that blends users' best moments captured on Facebook, Instagram and Twitter into a one-of-a-kind video.  Available now at the iTunes Store and Google Play and rolling out to more than 25 markets this fall, the Mixhibit app is the first app to enable collaborative storytelling by pulling content from both users and their friends' social networks, creating an easy way for people to relive shared experiences.

"We understand the importance of connecting physical experiences to the digital realm," said Michelle Klein, Vice President of Smirnoff global marketing. "Mixhibit is a tool enabling people to relive their experiences on social media, in a real time, unique and simple way."

Mixhibit was created in partnership with digital agency Profero.  The development team turned to Smirnoff's community, including 10 million Facebook fans, to beta test Mixhibit starting in March 2013.  Over the past several months, the company brought the app to various events and elicited feedback online and through partnering music artists to gain insight into what people wanted from the Mixhibit experience. The end result is an easy to use and innovative new app co-created with the Smirnoff community.

"Mixhibit is a fantastic way to connect with my fans," said Paul van Dyk, renowned global DJ and Mixhibit App beta tester. "It's no longer just a picture or a post – I'm telling a story through these videos in a cool, easy way; one that my friends and fans are interested in watching."

In a digital age where good times rarely happen without a phone in hand, the Mixhibit app provides a seamless way for people to "show and tell." The creation process is put into the hands of users of legal drinking age, as they select photos and status updates and choose, based on mood or genre, a track from the app's library, which will include more than 10,000 songs, to create their video. Given the option to pull from their friends' social streams, for the first time users can incorporate different perspectives into their Mixhibit videos to tell a collective group story.

Whether connecting with friends or their favorite artists, the Mixhibit app is a platform to tell and share stories, supporting the brand's mission to bridge offline and online spaces. Following the Smirnoff Nightlife Exchange Project and Smirnoff Midnight Circus, the Mixhibit app is the brand's newest way to bring people together to responsibly celebrate good times with friends.

The Smirnoff Co. will continue turning to fans for feedback to inform future updates, ensuring the Mixhibit app continues to deliver an experience people are involved in creating and excited to participate in.

The Mixhibit app can be downloaded at the iTunes Store and Google Play.

This press release is for exclusive use by those markets activating the Mixhibit app:
Albania, Argentina, Bosnia & Herzegovina, Brazil, Bulgaria, Chile, Colombia, Costa Rica, Croatia, India, Kosovo, Macedonia, Malta (republic of), Mexico, Panama, Philippines, Poland, Puerto Rico, Romania, Serbia, Slovenia, Thailand, Ukraine, Uruguay, USA, Venezuela and Vietnam.



The SMIRNOFF brand that boasts the world's number-one selling premium spirit and the top-selling flavored vodka in North America, traces its heritage back to 19th century Russia. As the most awarded vodka brand in the world, SMIRNOFF has always been known for quality and is enjoyed responsibly in 130 countries around the world.   For more information, log on to  

About Diageo
Diageo is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, beer and wine. These brands include Johnnie Walker, Crown Royal, J&B, Windsor, Buchanan's and Bushmills whiskies, Smirnoff, Ciroc and Ketel One vodkas, Baileys, Captain Morgan, Tanqueray and Guinness.

Diageo is a global company, with its products sold in more than 180 countries around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people, brands, and performance, visit us at For our global resource that promotes responsible drinking through the sharing of best practice tools, information and initiatives, visit

About Paul van Dyk
Paul van Dyk is a Grammy nominated artist, globally acclaimed DJ and audio architect, who continues to dominate the electronic music charts and appears at the pinnacle of every Top DJ list around the globe. PvD, as his fans have nicknamed him has been an ongoing Smirnoff partner and was influential during the beta launch of the Mixhibit app. 

About Profero
Profero is the leading independent global digital communications agency, with a list of top-tier brands including ASOS, Barclays, Diageo, Lufthansa, M&S, New York Times, Unilever, Vonage, and Western Union. Today 700 + brilliant, creative talents work as one highly awarded team out of Beijing, Benelux, Dubai, Hamburg, London, Milan, Munich, New York, Paris, Shanghai, Seoul, Singapore, Sydney, Tokyo and Zurich.

Press Contact:
Allie Bostwick

Video with caption: "Introducing Smirnoff Mixhibit App." Video available at:

Video with caption: "Paul van Dyk Mixhibit." Video available at:

SOURCE Smirnoff