To connect with consumers and introduce them to its Caribbean rum drinks, Pernod Ricard’s Malibu brand from July 16 to September 1 is activating a 10-city Station Invasion Concert Tour. The invitation-only events are held at beach and poolside bars with a summer theme, complete with a boardwalk, tiki bars, carneval dancers and cabanas and highlighted by performances by singer-songwriter Taio Cruz, Grammy winner Ciara and DJ Skribble. Drink menus on surfboards that hang over the bars complete the scene.
The tour brings to life Malibu’s ad campaign, which launched in 2009 and centers on a fictional pirate radio station called Radio Maliboom Boom. Music and dancing set the mood at the events as attendees sample Liquid Sunshine, the brand’s signature summer cocktail, and its new 70 proof Malibu Black coconut rum. Attendees also can create their own mixes at an interactive Scratch DJ Academy booth and can have their photo taken and emailed to them for posting on their social media sites. The photos are uploaded to screens on stage, where a Twitter wall also displays their Tweets. Guests can interact with DJ Skribble and enter to win a “meet and greet” with the artists via a mobile app.
To drive anticipation, Malibu conducted an online search for a Radio Maliboom Boom Correspondent to host the tour. Voters across the country narrowed the field to three finalists who traveled with the brand to Malibu’s Barbados homeland for final selection. The winner, Nick Vitale, from Virginia Beach, VA, introduces the musical acts, conducts artist interviews and provides daily updates from the road.
An Airstream trailer dubbed the Radio Maliboom Boom “Remote” unit, wrapped in colorful graphics, is accompanying the tour. Fans can visit malibuhotsummer.com or scan a QR code at retail for a chance to win the trailer when the tour is complete.
“We wanted to create a legitimately Malibu experience,” Anna Battiloro, senior brand manager at Malibu, told Buzz. “Not every brand can make sense in that space. We wanted to put our stake in the ground and own summer, so Malibu is at the forefront of our consumers’ mind and we are part of the celebration.” Agencies: Legacy Marketing Partners, Chicago; Marketing Drive, Norwalk CT (Airstream sweepstakes).