Smirnoff Pushes Mixhibit App

In a world where brands are continuously looking to stand out, sometimes custom jobs yield the most impressive results. Such is the case with Smirnoff’s new app, Mixhibit. The Diageo-owned vodka purveyor is making a big global marketing push behind the app, which allows users to amalgamate Tweets, Facebook posts, and Instagram photos of themselves and their friends into a custom-made video, which includes a soundtrack. The videos are thereafter entirely portable, and can be shared across the social sphere. The goal is for the app to “do for video what Instagram has done for photos,” according to Smirnoff. Whether such lofty goals will be realized is certainly up for debate; nonetheless, it’s a nifty campaign that leverages a deep integration into the social sphere.