1. How is Smirnoff Vodka using digital marketing to encourage consumer participation?
2. How do you think the Mixhibit app helps to keep the firm from becoming complacent in its success?
3. Are there any risks associated with promoting the Mixhibit app? If so, how can Smirnoff Vodka overcome them?

Smirnoff Vodka has developed Mixhibit, a mobile application allowing users to create short videos made up of snapshots from various social networking platforms. The goal of Mixhibit is to generate global consumer participation with the brand that extends beyond liking, following, and sharing—such activities are passive and do not optimize consumer participation. Smirnoff is the top global seller of vodka in value and volume. As a major player in 133 countries, it is gaining traction in developing economies. The use of social networking is a way to include participants on a global scale and get them involved together in the physical world. It has an economic responsibility not to become complacent in its success. Smirnoff has a sociocultural and legal responsibility to market only to those who are of legal drinking age.