Drinks giant Diageo has launched an innovative mobile internet marketing initiative for the Smirnoff brand in the UK.

Through the pioneering mobile service, which is available via the mobile internet at http://mobile.smirnoff.com, viewers "will be taken on an interactive journey to celebrate and become immersed in Smirnoff's iconic Russian heritage", according to Diageo.

The company added that the "groundbreaking" global mobile platform would "bring the world of Smirnoff to the palm of the consumer's hand through leading-edge technology".

The mobile initiative includes a raft of features and content developed specifically for consumers on the move, including a 'Nightlife Guide', where consumers can choose from a selection of UK bars and a 'Pocket Bartender', providing them with a collection of Smirnoff Signature cocktails. Consumers will also be able to view Smirnoff's brand new TV commercial via the phone.

"We are very excited by this initiative," said Michelle Klein, global digital marketing director for Smirnoff. "The mobile platform presents consumers with an unexpected and original way to engage with the Smirnoff brand".

Following the launch in the UK, the platform will be rolled out in India.

Chris Lock, marketing manager for Smirnoff GB, added: "Smirnoff in GB is leading the way in the implementation of this exciting new strand of digital marketing, bringing the brand into constant contact with its most loyal target consumers. Smirnoff stands for being clearly original, and the application of this new technology is a perfect demonstration of living up to these values."

Last week, Diageo North America launched a multi-million dollar ad campaign for the Smirnoff Source brand which will feature online interactive elements.