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Diageo - owner of such well known brands as Guinness, Dom Perignon, Johnnie Walker, Tanqueray, Baileys, and José Cuervo - has launched a special .mobi website to promote Smirnoff, their No.1 premium Vodka brand.

Developed by digital agency AKQA, the mobile initiative from Smirnoff delivers features and content developed specifically for consumers on the move. This content is designed to act as an invaluable ‘pocket guide to vodka’ and also to help consumers make the most of their nights out. (see the MobiAD interview with Dan Rosen, Head of AKQA Mobile).

Michelle Klein, global digital marketing director at Smirnoff, said: “We are very excited by the initiative. The mobile platform presents consumers with an unexpected and original way to engage with the Smirnoff brand.”

The Smirnoff.mobi site is backed by a mobile advertising campaign which will run across key mobile portals and lifestyle sites. Here is what the Smirnoff ads look like running on the Orange and Vodafone portals.