“Ciroc Vodka is an ultra premium luxury vodka which epitomizes the ‘Art of Celebration,’” says Diddy. "It’s our social obligation to promote responsible drinking and generate public awareness on the necessity of designating a driver. With the help of some great celebrity friends and E! Entertainment, we were able to create a campaign that will resonate with viewers and ultimately drive home the message that any designated driver is a star. If you plan to drink, plan a cab or safe ride home.”

The alcohol industry is regulated heavily by the Federal Government as to exactly how and where it can advertise, and that includes online. As such, I was particularly interested to see Ciroq Vodka, the brand produced by Sean "Puff Daddy" Comb's Bad Boy Entertainment and Diageo, expand its online advertising efforts to include the use of shareable widgets.

Diddy celebrated his recent deal with Ciroc vodka when he transformed Mansion in Miami Beach into the Ciroc Mansion on Friday night. Diddy sent dozens of Ciroc shot bottles adorned with sparklers into the crowds and gave revelers a sneak-peek of shots from his new Ciroc ad campaign shot by local photographer Seth Browarnik. Also on hand: R&B singer Cassie, who danced at Diddy's table in a slinky purple tank top, and the girls from Danity Kane. According to one witness, ``Diddy watched over them like a hawk as they held hands and danced together at a nearby table.''