SmirnoffIce.com is a site designed to deliver to the consumer an immersive environment one might expect from a big night out. As you enter the site, you're taken through an introductory movie featuring an abstract, urban nightscape signifying the anticipation, delivery and onward movement of the big night out. You're transported into the Smirnoff Ice zone which finds acceleration at every choice and chance. The driving beat and fast moving graphics bring you through exterior to interior nightlife and back out again. Once you land on the homepage, consumers have a choice of answering three-questions as part of the Smirnoff Ice Inside Track contest. The winning answer for each opportunity will be awarded a once in a life time opportunity, like "attend a private recording session with Third Eye Blind", "Go on the road with Comedy Central's Insomniac with Dave Attel" or the chance to be "on-air Stat Boy on ESPN's hit show Pardon the Interruption".