Malibu ties with vloggers for #BestSummerEver campaign

Rum maker Malibu is deepening ties with popular social media influencers for a campaign pitched to give fans the best summer ever.

The Pernod Ricard brand’s “Best Summer Ever Project”, campaign is designed to give fans a delicious A to Z guide to summer, following the lives of its young fleet of influential vloggers.

The creative campaign will follow YouTubers around Europe and the US in a quest to discover the secrets of hosting the best party.

The campaign’s trailer launch asks fans to subscribe to Malibu’s YouTube channel, where episodes will be planted across eight weeks to document the vloggers findings. Content from the campaign will also be shared across Instagram, Facebook and Pinterest where fans will have the chance to win prizes – such as trips to Ibiza Rocks.

https://www.youtube.com/watch?t=55&v=4onHDD_CtUE

Emma Johansson, global content director at Malibu, said: “Building on the 2014 activity, this year is about being even more inclusive and using the significant marketing investment to extend the reach of our content through social influencers and key partnerships.”

The brand has also inked a deal with Mashable to promote the rum to new audiences in a bid to beat last year’s effort, produced 33 million impressions, 10 million YouTube channel views and in the first week saw a 275% uplift in subscribers to the channel over a six week period last summer.