The Diageo-owned vodka brand is to turn its current web site into an interactive clubbers' community.
Digital specialist Agency Republic has picked up the brief to overhaul the UK web site, following a five-way pitch through AAR Digital.
As well as transforming the site into a clubbers' destination, Diageo said that Agency Republic will be responsible for creating online and viral marketing activity based on Smirnoff Experience.
Smirnoff is expected to support the overhaul of Smirnoff Experience with above-the-line marketing activity early in 2004. The company plans to use the extended Smirnoff Experience platform to create more targeted marketing and brand activity for its core clubbing audience, and may roll it out across its other global territories.
Smirnoff Experience will form the main branding platform for Smirnoff and will be extended beyond the core brand to include Smirnoff Red and Smirnoff Ice.
The vodka company has already established a reputation for Smirnoff in the clubbing arena, having tied up with leading promoters and clubs around the world in the past.
Earlier this year it announced a sponsorship deal with ITV to sponsor the Joy of Decks documentary on up-and-coming DJs (Marketing, October 16).