January 8, 2010, 8:00 am

As part of The Smirnoff Co.’s ongoing commitment to support original experiences, it has announced a six month collaboration with Time Out, to launch the Smirnoff & Time Out iPhone app. The free app will be available from Friday 18th December and features up-to-the-minute Time Out content on one-of-a-kind events and experiences in London, including the best nightlife, culture and eating out as picked by Time Out’s expert team of editors.

The app will be promoted with an online and print campaign in Time Out, features on and, and PR. There will also be a mailing to Time Out’s database of 165,000 London consumers.

Lovers of unique nightlife and culture without iPhones can also access the information at the dedicated microsite Content will include the ‘Smirnoff Hot Picks’ round-up of the week’s can’t miss events, a ‘booking ahead’ service and a unique library featuring some of London’s most iconic past events.

Every month Smirnoff & Time Out will offer the chance to explore exceptional nightlife and entertainment around the world through competitions that can be entered either through the iPhone app or the microsite, beginning in December 2009 with the chance to win a trip to New York.

The Smirnoff & Time Out app offers:

– Geo-location technology that allows users to view Time Out & Smirnoff recommended activities around their exact position within seconds, complete with event previews

– Up-to-the-minute recommendations and event information, with functionality to send preferred event picks to friends

– Functionality to add favourite cinemas, restaurants, venues and areas, allowing users to keep-up-to-date with what’s on in their favourite places

David Pepper, MD of Time Out Digital comments:
“Time Out and Smirnoff are two iconic leaders in extraordinary entertainment – together we are launching the best entertainment finder app on the iPhone. The Smirnoff & Time Out app delivers a truly rich, mobile enhanced experience, putting all of Time Out’s fantastic content in the palm of your hand.”

Anita Robinson, Smirnoff Marketing Director, comments:
“Here at Smirnoff we are passionate about inspiring and supporting one-of-a-kind experiences. Now, through partnering with Time Out on the Smirnoff & Time Out app, people can discover our own unique events alongside other original nightlife and entertainment in the capital using their phone.”

For London based outlets interested in getting involved, please contact your Diageo representative. Potential opportunities range from your venue featuring in the ‘Smirnoff Hot Picks’ round-up of the week’s can’t miss events or recommending your outlet as a place where consumers can try SMIRNOFF BLACK® Vodka or Smirnoff Flavours.

‘BE THERE’ is the global marketing campaign for SMIRNOFF® Vodka, a direct call to action inviting consumers to create, seek out and participate in extraordinary shared experiences. It is all about those exceptional, unexpected and inexplicable moments in your life – the times you would look back on and say, ‘I was there’. The Time Out app collaboration brings the Smirnoff BE THERE philosophy to life and demonstrates the brand’s commitment to helping consumers find one of a kind experiences.

To download the brand new app visit

The Smirnoff & Time Out iPhone app has been created by leading mobile specialists Tigerspike

Time Out is the definitive multimedia publisher of cultural experiences for urban adventurers operating on a global scale:

– Currently publishing 33 Time Out magazines in 25 countries worldwide
– Time Out online covers 42 cities, across 7 continents with over 5 million users worldwide
– is the leading London website with 2 million unique users
– Currently publishes 55 city guides written from a unique insider perspective by teams of local writers

For more information on Smirnoff visit:

About Diageo

Diageo is the world’s leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, wines, and beer categories. These brands include Johnnie Walker, Guinness, Smirnoff, J&B, Baileys, Cuervo, Tanqueray, Captain Morgan, Crown Royal, Beaulieu Vineyard and Sterling Vineyards wines. Diageo is a global company, trading in more than 180 countries around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people, brands, and performance, visit us at Visit and Diageo’s own global resource for information and guidance on responsible drinking. In Great Britain, Diageo is a member of The Portman Group and supports The Drinkaware Trust.

Celebrating life, every day, everywhere.


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