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.