Malibu Brings Summer to Life with Station Invasion - Event Marketer

Malibu Brings Summer to Life with Station Invasion

DB_Malibu_2012 Book
Brand: PERNOD RICARD
Agency: LEGACY MARKETING PARTNERS
Awards: EX AWARDS — BEST PROPRIETARY PROPERTY (CONSUMER)
Year: 2012

Malibu Rum’s Station Invasion program presented by Radio Maliboom Boom was a 10-city concert tour that kicked off with a nationwide Summer Correspondent Search. Consumers submitted videos to Malibu via Facebook to enter for a chance to be selected as the Malibu Summer Correspondent and travel the country promoting the events and being the emcee at the shows. Malibu also promoted the tour at managed bar nights activated for four weeks leading up to the main event in each market, and sent out invitations to select guests. The poolside and beach events featured performances by Ciara, Taio Cruz and DJ Skribble.

After being welcomed on a branded boardwalk, consumers were served the summer’s signature drink, the Malibu Liquid Sunshine. They could download a mobile app to receive cocktail recipes, photos from the tour, and chances to meet the artists and/or win the Radio Maliboom Boom Airstream. Professional djs from Scratch DJ Academy offered one-on-one turntable lessons and customized music mixes that were saved for consumers on branded USB bracelets.

Malibu upped its Facebook fan count by 32,000 and the tour’s website generated 266,000 fans throughout the summer. The brand captured 33 percent of the total share of social voice in the category while racking up 25,328 unique entries in the sweeps to win the Airstream.

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