Malibu steps it up for latest ‘Best Summer Ever’ mobile ad campaign

Rum brand Malibu has launched its latest mobile ad campaign, interacting with users under the banner of ‘Best Summer Ever’.

The campaign, which enlists the help of agencies Havas Media and Millennial Media, utilises Millennial’s Video Ticker and Video Toggle ad units to create personalised campaigns for men and women in the UK aged 18 to 34, providing time and location-based data.

Using Video Toggle, three different videos can be played at any one time, giving consumers multiple content options, with all branded videos linked back to the Best Summer Ever competition. The competition was part of the Best Summer Ever project, which was launched in May aimed to crowdsource great summer experiences.

“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,” said Adam Boita, marketing controller at Pernod Ricard UK. “Millennial Media and Havas Media have worked together to deliver a genuinely innovative campaign that we’re tremendously excited to see in action over the summer months,” he added.

Zac Pinkham, Millennial Media managing director EMEA, said: “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.”

Malibu isn’t the only alcohol brand to take creative leaps in ad campaigns. Earlier this month we reported that Bulmers had partnered up with Microsoft Advertising to deliver an intelligent cross-platform campaign which enabled users to watch an advert piece by piece regardless of what they were using – Skype, Windows 8, Xbox 360. Similarly, independent brewer BrewDog is no stranger to pushing the boundaries in their campaigns, some of which fall foul of certain regulatory bodies.

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Charlotte
14 Aug 2014, 5:03 a.m.

There is a need of doing these kind of experiential marketing campaigns to connect with the consumers but I think the challenge is on the Cross cultural side. Not everyone knows how to execute that, and it has major creative pitfalls.

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