More than just spreading banners on the web to bring visitors to the Smirnoff.com, the Caipiroska online platform was a mix of contents and services related to barbecue. Smirnoff also partnered with a Brazilian barbecue guru securing relevance and endorsement to the product. His best tips in how to prepare the perfect meat were captured in short webisodes available on Caipiroska´s page inside Yahoo. And Yahoo was the channel of choice to host Caipiroska’s platform because it has a good penetration among the target consumers and provides a variety of digital tools already used by them - such as Flickr, Yahoo Answers and Yahoo Videos.

• 2,3 million unique users; • 63% of return visitors; • 14 minutes average time spent on the site; • 17,8 million pageviews; • 780 spontaneous positive posts; • 19 mentions in newspapers and magazines