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Malibu Rum drives engagement with multifaceted mobile video campaign

The campaign?s latest installment uses two Millennial Media ad units, Video Ticker and Video Toggle. Running on smartphones, Video Ticker integrates a time-specific, location-based countdown to Malibu?s National Pina Colada Day event and other campaign information from data feeds in a ticker format that runs across the bottom of the branded video.

?It enables us to deliver engaging brand messages to our target consumers who are constantly on the go,? said Adam Boita, marketing controller at Pernod Ricard UK. ?We know that they are digitally sophisticated and wedded to mobile media so this was clearly identified as a medium for us to drive deep consumer engagement via creative content.

?The overall marketing objective for Malibu is to ensure that we remain relevant to our target consumer and mobile is at the heart of our digitally connected consumer,? he said. ?We need to be where our consumer is to ensure we engage with them in a deep and meaningful way and this campaign delivers against these objectives.? 

Summer experiences
Video Toggle displays three different branded Malibu videos on tablet, customizing brand interaction with multiple content and messages.

The campaign is an example of a brand deploying creative content for an audience that enjoys and demands ever-complex mobile campaigns.

Malibu, aided by London?s AnalogFolk agency, launched the Best Summer Ever project in May, encouraging drinkers to unleash their ?summer you? and create the ultimate list of summer experiences. That was followed by the launch of a YouTube channel where consumers could create the definitive list of summer experiences and share it with friends, and by a reality series, which sees a group of friends go on a road trip to carry out the items on the list. Prizes included VIP holidays and concert tickets. 

The starting point for the Best Summer Ever campaign is the Web site as well as Malibu?s UK social channels ? Twitter, Instagram, Facebook and YouTube. 

Both ad units were delivered as in-app interstitials to target audiences. The campaign selected publishers based upon data from Millennial Media?s platform and comScore to reflect the target audience, selecting apps that indexed highly amongst men and women in Britain aged 18-34, across music and social interests. 

The video series is the latest mobile project embraced by Malibu?s parent, liquor-producer Pernod Ricard. The company?s Wise Drinking free public service application promotes self-regulation to combat dangerous alcohol consumption.?The app enables users to calculate and track the number of units of alcohol they consume in real time over four weeks. 

With a geo-localization functionality, the app adapts itself to applicable local law and then informs the consumer of the nearest suitable means of transport. 

The app is an example of how brands striving to become meaningful for modern consumers. ?A global study by MPG Media Contacts and Havas Media shared that brands which are seen as meaningful ? that consumers perceive as contributing to a better quality of life and well-being ? have greater business success. 

Branding experience
The video project fits with the company?s goal to become to the most talked-about spirits brand during the summer by opening a dialogue with consumers.

Millennial Media ad units deployed in video campaign.

?When you combine the rich storytelling of video with the interaction and engagement of mobile, the result is a powerful branding experience that really resonates with consumers,? said Zac Pinkham, managing director EMEA, of Millennial Media. 

?For its Best Summer Ever project, Malibu has been able to add customizable features to its video that let consumers engage with the content in ways not possible in any other medium.? 

Final Take
Michael Barris is staff reporter with Mobile Marketer, New York.