A mobi site was developed for Smirnoff Namibia to increase top of mind awareness amongst the 18-24 year old consumer segment. The mobi site was driven by peel off labels on the 300ml product, encouraging consumers to register on the mobi site to be the first to hear about Smirnoff’s upcoming parties. The mobi site allowed users to sign in using Facebook Connect, meaning their profile picture could be pulled across to the site too. Here they could view snapshots from the Smirnoff party, and information about the central competition which afforded users the opportunity to win a trip to Cape Town with three friends. Furthermore, the site boasts a sleek fly out navigation menu, responsive design, extensive personalisation and SMS integration. Smirnoff consumers whole heartedly embraced the new mobi site which ran from the 18th December 2012 until the 16th March 2013. Photo sharing and interaction figures far exceeded brand expectations.