Business 10th Edition by Ferrell,Geoffrey Hirt,Linda Ferrell

تمرين 15

Smirnoff's Mixhibit: An Example of Ethical Digital Marketing
Smirnoff Vodka is taking digital marketing to a new level. The company has developed Mixhibit, a mobile application allowing users to create short videos made up of snapshots from various social networking platforms. Users can scour their Facebook, Twitter, Instagram, and Foursquare profiles for photos and posts they want to include in their video. Then they can set the motion picture to music with any one of the 10,000 tracks available on the app. 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. Mixhibit brings the physical world in closer contact with the digital world, which is a more realistic form of 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. The influence Smirnoff holds comes with two major responsibilities in marketing, however. First, it has an economic responsibility not to become complacent in its success. Despite its numberone status around the world, Smirnoff must be sensitive to environmental changes. Mixhibit achieves this goal by keeping the brand fresh and interesting to customers. Second, Smirnoff has a sociocultural and legal responsibility to market only to those who are of legal drinking age. 57
How do you think the Mixhibit app helps to keep the firm from becoming complacent in its success?