Smirnoff, the UK’s number one vodka, has launched a high-profile Russian heritage themed on-trade campaign called ‘How to live like a Czar’ offering punters the chance to win top prizes including a weekend of Czar-style living.

The campaign is being supported by a glossy, 3-page advertorial with 20 tips on how to live like a Czar in the December issue of FHM. Digital communications agency, Inbox Digital has designed an online game – “Czar Roulette”(www.czar-roulette.com) to be hosted on the promotional microsite site (www.fhm.com/czar).

In the Russian casino roulette game, the player drags a chip onto a black or red, odd or even square, the 3D animated wheel spins and a ball races around the wheel, zooming in to land on a random number between 0-36. If the player wins three times in a row they are given one free entry into a draw to win one of twenty £500 cash giveaways. Or, the player can choose to gamble with the number of prize draw entries doubling up each time. Players are directed to the microsite via a link ‘20 top tips to be a Czar’.

Oli Christie, Creative Director at Inbox Digital says ‘By keeping the game format simple and incorporating the dark and moody creative of the FHM spread, we have created a sexy, stylish subtly branded bit of Rusky fun that FHM readers will love playing.’