• Mixhibit solves a simple problem - currently there is no easy way to aggregate content that groups of friends post to multiple social networks. Rather than reinvent the wheel and develop another social network, we sought to integrate the four best-in-class social networks that are used the most by consumers.

• Mixhibit talks to the APIs of each social network to aggregate content posted from the accounts of the user and his/her friends.

• The user specifies a date range and Mixhibit arranges the content in chronological order based on its posting date. The user can review, edit, delete and re-order the content, and select a soundtrack to go with it.

• Using HTML 5 and CSS3, Mixhibit organizes the content and applies different filters to create a live animation with the soundtrack selected by the user. The result emulates a custom video and can be easily shared.

• Each time the Mixhibit is played, the live animation is created on the fly (versus being an exportable movie file), allowing us to avoid hosting any content on our own servers.

• Mixhibit was built to integrate the four APIs despite the challenges found with the ever-changing landscape of social networks and each API’s unique restrictions. We encountered variations between web-based and mobile versions, as well as privacy restrictions imposed by each network that limit how much and what content we could pull. HTML5 behavior also varied from browser to browser.

• PHP 5.2 was used as the core developer language; HTML5 and CSS were used for the animations; JavaScript, jquery/jquerymobile and MySql as the database engine

• Mixhibit is compatible across browsers on desktop, tablets and mobile devices.

• The technology stack consists of Cloud Servers powered by OpenStack.

• Mixhibit was created as a simple, social utility to enhance Smirnoff’s wider brand platform of ‘Yours for the Making’. The brand had already built an impressive social media community of 15 million fans globally, and now Mixhibit allows those fans to express themselves in a new and inventive way.

• The Mixhibit was beta-launched at SXSWi and triggered a great deal of enthusiasm. People considered it a more inventive way to re-live their experiences and create something new from their own digital content. It became clear that its value was both utilitarian and emotional – the two key passion points of the millennial generation.

• Mixhibit is currently in beta as a web-based utility and with further investment from the Smirnoff Global brand team it will be developed into both native IOS and Android applications.

• Beta launch stats include:

- Facebook reach (Global + US): 74,228

- 1143 Mixhibits Created

- 771 Users

- 3704 Playbacks

- 367 Friends Associated

- 08.13 Minutes Average Time Spent

• The long-term goal is to launch Mixhibit this summer globally in 60 countries in 18 languages, providing consumers a transformational story telling social utility