Whenever a drink is served in a bar, its served with a coaster. As a result, it becomes the ideal medium to connect with the consumers. That's why we took 8 coasters and fitted each of them with a specially designed touch-sensitive microchip. When a glass was placed on them, each coaster played a different audio loop. We also designed a special table that could wirelessly record the sound from each coaster. Then we placed the table and coasters in popular pubs and bars across Mumbai and let everybody try their hand at coaster jockeying. Not only could people record their composition, they could even create their own music video and share it on social networking sites.

Not only did large groups try out the coasters, smaller groups made new friends and mixed up too. And, all this was happening when the special Smirnoff cocktails were being served. The sampling target was exceeded by 142%. What's more, Smirnoff Mix-a-Coaster also created a lot of buzz in the media and generated free PR worth more than Rs. 3 crore (1.2 million USD) for Smirnoff. Something no sampling activity has done before.