Innovative Malibu campaign creates summer dialogue through mobile targeting

Malibu has announced it is working with Havas Media and Millennial Media to deliver a brand-focused mobile video campaign for its ‘Best Summer Ever Project’.

Using a combination of Millennial Media’s data and video technologies, Malibu will be able to target men and women in the UK aged 18-34, across music and social interests – and open a mobile dialogue as they enjoy the summer season.

Running on smartphones, Video TICKER enables Malibu to integrate time-specific, location-based information from data feeds in a ticker format.

Video TOGGLE provides Malibu with the ability to display three different videos on tablet, customising brand interaction with multiple content and messages. All branded videos will link to the Best Summer Ever competition to drive further consumer engagement with the campaign.

Adam Boita, Marketing Controller at Pernod Ricard UK said: “When you combine the rich storytelling of video with the interaction and engagement of mobile, we can ensure Malibu is front of mind for consumers during a crucial activity period.”

“Our video products are designed to naturally fit into the consumer app experience and leverage the different tablet and smartphone canvases. The results, which can be seen for Malibu’s Best Summer Ever campaign, are a rich and engaging experience for the consumer that creates a real connection with the brand,” added Zac Pinkham, Managing Director EMEA, of Millennial Media.