An exciting augmented reality limited edition bottle from the makers of Smirnoff vodka is giving consumers the opportunity to take part in a unique virtual experience.  This limited edition is more than just a cool bottle—when activated you see your bottle of Smirnoff on your computer screen or smartphone and an amazing animated party scene comes to life out of the bottle.

To activate simply go to www.smirnoff.com, click on the augmented reality page, hold the black icon on the limited edition bottle up to the webcam and sit back and enjoy a truly original experience.  Scenes from a party in an airport hangar unfold and by moving your bottle of Smirnoff around in front of the webcam you take control of the animation moving the party around.

First launching at global travel outlets from September 2010, travelers should make the Smirnoff stand a must-visit destination to be one of the first to take part in this one-of-a-kind experience.  With a variety of executions from simple interactive stands through to a 3D experience booth where you lie back on a couch made of hands and feel like you are crowd-surfing, this experience is so unique, be careful not to miss your flight.

Caroline Lyons, Diageo GTME Marketing Manager White Spirits, Gins and Liqueurs, comments on this launch : “We’re really excited about this campaign as it brings the global ‘Be There’ platform, that runs at scale in all key domestic markets, into Travel Retail as part of our brand building strategy. We know from our own research that in the travel retail channel we under-index with the target demographic for SMIRNOFF No.21 vodka, the young male leisure travellers aged 25 plus.  As such, we want to create a groundbreaking experience that appeals to these guys and taps into their shopping motivations. With this limited edition bottle, in-store excitement and concourse experiential activations, we’re looking forward to exciting results.”

Part of Smirnoff’s “Be There” campaign, which encourages and enables consumers to enjoy original nightlife, the augmented reality limited edition Smirnoff bottles is available from global travel outlets and stores.