A new Swedish vodka brand is using mobile content to raise its profile and expand its global distribution.

Green Wines and Spirits, a Sweden-based purveyor of ecological alcoholic beverages, tapped mobile technology and content provider Didmo to promote its newly launched Pure Green Vodka brand to potential distributors worldwide. The Pure Green Vodka Drink Book mobile application, created using Didmo's Magmito mobile content creation tool, will feature product information and recipes and can be downloaded or viewed on most mobile phones.

"Pure Green Vodka represents a new approach to spirit making, with quality, sustainability and environmental consciousness as the cornerstones," said Martin Escudero Magnusson, CEO of Green Wines and Spirits, Stockholm, Sweden.

"A forward-thinking brand that addresses the environmental concerns of modern day consumers deserves an equally innovative approach to marketing and Magmito has given us the ability to reach distributors in a unique and effective way," he said.

The Green Wines and Spirits Company was born from the idea that organic thinking can apply to the spirits industry, with a focus on sustainable organic production.

Didmo is a mobile technology and content provider that offers free entertainment and user-generated content supported by ad campaigns.

The company launched its free-to-play mobile gaming service Didmo Games in 2006.

Didmo works with aggregator AdMarvel.

The Pure Green Vodka Drink Book mobile application is being supported by a mobile advertising campaign running in Sweden.

Recipients of the free Pure Green Vodka Drink Book application can click on a link sent to them via SMS to view or download the application on their mobile phone.

Featuring three drink recipes by Björn Kjellberg, a Swedish mixologist and author of several beverage-related books, the application also includes information on the traditional production methods and organic features of the vodka brand.

Didmo claims that Magmito is the first user-generated mobile content service, letting anyone worldwide create, publish and share their life's events on mobile devices.

The service also includes polls, quizzes and forms, letting users to solicit feedback from customers or friends, anything from demographic information to what food to order for the party, as well as the ability to RSVP.

Didmo's Magmito content creation service targets consumers, industry professionals, advertising/marketing companies and retailers who want to promote their service or special event.

Users can register at http:/www.magmito.com, select from existing templates, customize with various information and photos and send to friends' or targets' mobile devices via SMS.

Custom downloadable Magmito applications are compatible with mobile devices in use with Java ME compatibility as well as iPhones and SmartPhones via WAP links.

"There are very few phones that allow you to browse Web pages, and this works on all phones," said Roberto Chaves, CEO of Didmo, Stockholm, Sweden. "Green Wines and Spirits were trying to figure out how to market this organic vodka in a good way, and releasing a mobile drink recipe book for bartenders and using this to give distributors information on what they have to offer is an effective strategy.

"They're very excited about this," he said.

Magmito is a free mobile content creation service which will be subsidized by the delivery of advertisements.

The company's mobile advertising technology wraps various forms of entertainment content with interactive advertisements in a tamper-proof application delivered directly to mobile devices.

Advertisers can target their audience by pairing ads with applications that appeal to their market, as well as view statistics on campaign performance through online reporting tools.

Past Didmo campaigns have generated click-through rates between 5 and 10 percent, which the company claims is five-to-10 times more effective than traditional WAP banners.

While many carriers block off-deck mobile content downloads, Tele2 and TeliaSonera in Scandanavia, as well as AT&T in the U.S., are carriers with open networks that allow their subscribers to download applications, according to Didmo.

"We saw a need that wasn't being addressed, because there are lots of cool applications being developed for iPhone and other devices, and we wanted to help people publish content to any device," said Ted Ianuzzi, COO of Didmo. "Magmito lets people see content created by friends or helps companies wanting consumers to see their message.

"There are template versions to make it easy to make content that is compelling for business presentations," he said. "Using the mobile application angle is a very good one, a very strong one, and carriers like the idea of using apps, because it's not weighing on their data networks.

"This will help get the viral thing going with Pure Green Vodka, and bartenders are going to want to know this drink."