SAN FRANCISCO AKQA this week unveiled Smirnoff's new global Web site in the U.S. and Canada.
The site adapts the brand's latest TV ad into a quiz allowing users to modify the commercial to tout themselves instead of the brand.
The global effort by JWT, New York, and the European version of the Web site launched in late March.
The integrated campaign is designed to celebrate Smirnoff's Imperial Russian heritage and "allows users to become immersed in the brand's historic Russian roots," said AKQA cd Damian Claassens.
The main "Signature" portion of the site features the spot, which presents events in Russian history and asks users to identify similar milestones from their own lives. The personal information is then incorporated into a customized clip in the style of the Smirnoff ad. Users can download and send these personalized versions of the spot to their desktops, mobile phones and YouTube.
"This is a digital home for all Smirnoff activities that allows the brand to have a dialog with its consumers and allows consumers to have a dialog with each other—resulting in a rich consumer experience," said Claassens.
AKQA's New York office was awarded global digital and mobile duties for Diageo's Smirnoff brand last November. In the summer of 2006, Smirnoff replaced previous agency Bartle Bogle Hegarty with JWT for traditional advertising chores.