Smirnoff.com is the online home for Smirnoff's brands. With a level of sophistication not commonly found on alcohol sites, this rich experience draws visitors into the history of the heritage vodka by leveraging the 3-D world created in J. Walter Thompson's TV spots. It's inventive and immersive; the animation, sound and video are downright game-like; and the storyline is interesting and engaging.

• In pleasantly brief timeline-like fashion, with hotspots that provide historical details on rollover, there's a retelling of the brand story at a pace chosen by the viewer.

• By answering a series of questions, visitors can virtually write themselves into an epic, animated story that leverages the 3-D graphics, sound and voiceover of the TV spot to create a user-specific video journey.

• A toned-down navigation. No bells, no whistles, just a handful of buttons lined up at the base of the browser window.