THE CHALLENGE

How do you take a brand known for bringing the idea of summer cocktails to life in a market that continues to be saturated in craft cocktails and over all is just crowded? You turn a summer sipper into a summer destination! Malibu was looking for an opportunity to stand out, gain share and re-energize it’s brand image. So we enlisted a band, updated the bottle and well, went to town with experiential marketing!

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THE SOLUTION

Embracing the social and digital world, we set a course forward to drive not only brand relevance, but a brand experience that brought consumers behind the stage into the halls of arenas as we toured the California Coast with Maroon 5 capturing exclusive footage, interviews, and behind the scenes content that was unlocked by participation. We adopted a beta version of Facebook groups to allow for regional accounts to be developed to vote for a chance to win an exclusive concert from Maroon 5 in your local town, city or favorite concert hall along the route of their tour. Mass display and on/off premise owned the defining voice while a constant digital platform was built and nurtured to gain over 3.7 million followers and 46 live and conversational groups on Facebook. The concert, NYC pulled it in and we in a bold way, lit up a 500 person hidden invite show that well, just rocked!