Feb. 18, 2014
Team members: Andrew Bouchie - Senior Art Director, Damian Claassens - Executive Creative Director, Ivonne Azurdia - Senior Copywriter, Jorge Noujaim - Senior Art Director, Motion, Samuel Barr - Global Account Director, Stephanie Prevost - Head of User Experience, Wanjiru Mwangi - Head of Global Delivery
About this entry
Introducing Smirnoff Mixhibit App
The ultimate recap starring you and your friends. Turn photos, tweets and check-ins into a one-of-a-kind video.
People go out with their friends, they all check-in, tweet, and post photos to their respective social network accounts—separately. But experiences had together aren’t static and disparate; the way we relive them shouldn’t be either. Smirnoff wanted to empower their community with a way to tell a more compelling story, together.
Introducing Mixhibit, a mobile app that aggregates the photos, tweets, and check-ins that users and their friends are posting on their social networks and turns them into a custom music video to share.
The app organizes this wealth of social content chronologically, allowing users to further edit and curate the perfect video mix. After selecting a custom music track from our library of 10,000+ songs the Mixhibit is ready to be shared and enjoyed.
The case for why this entry should win a Shorty
Currently, there is no easy way to aggregate content that consumers or their friends post to multiple social networks and create one fluid storyline. Mixhibit provides that solution. Mixhibit does not require consumers to change their social behaviors in any way; it enhances that behavior and offers them an even better cumulative experience in just a few taps and swipes.
Globally acclaimed DJ Paul van Dyk found Mixhibit to be “the ultimate way to connect with fans while touring,” and has reached 10mm+ fans with shared Mixhibit videos even recapping his entire 2013 tour through the app.
Up-and-coming artists from Sao Paulo to Poland have used Mixhibit to reach new fans by showcasing their work and lives like never before. Nightlife photography troupe Michigan Rabbit wowed the Mixhibit community with an amazing weekend in Buenos Aires
Mixhibit is available on iOS and Android platforms in over 30 markets globally. Since launch, in less than 3 months, 80,000+ fans have downloaded the app, creating 20,000+ Mixhibit videos and driving 2,000+ hours of engagement with the brand. The 25% conversion rate to Mixhibit videos created far exceeded benchmarks for Food & Beverage and Photo & Video app categories globally.
Smirnoff was on a mission to provoke and empower people to try new things, and share those memorable experiences. Using this insight and the power of existing social behaviors we developed a utility that transformed online storytelling from individual static posts into a collective video experience.
In a landscape of pay-to-play social media, Smirnoff has established, through Mixhibit, an owned social channel driving fan engagement for years to come.
iOS Store: https://itunes.apple.com/us/app/mixhibit/id694429548
Google Play Store: https://play.google.com/store/apps/details?id=com.mixhibit.android