Malibu goes Digital with Weekly Show on Yahoo! Video

Pernod Ricard UK is launching its biggest ever online campaign with the Malibu ‘Get Your Island On' weekly online show, accessed through a dedicated network channel on Yahoo! Video.

The new digital campaign will see the new show aired on the Yahoo! site every weekday Friday for six months.

The host, British comedian Tom Price, will bring to life Malibu's new ‘Get Your Island On' campaign through relevant, fun and engaging video content.

The activity is intended to develop deeper relationships with key Malibu consumers through a powerful medium for this particular target market.

The site, which has been developed in conjunction with Yahoo!, will also feature selected clips from the Yahoo! video network, along with interactive games such as ‘Hail a Taxi' to engage consumers.

Guests to the show will also be invited to write in or send clips that they would like to see in the following week's show. The show is expected to reach 70% of 18-24 year olds throughout the duration of the campaign.

Web traffic will be driven to the site by a series of skyscraper and banner adverts on Yahoo! and other popular sites designed to reflect the spirit of the ‘Get Your Island On' campaign as a whole.

The new campaign is part of the ‘Get Your Island On' marketing campaign made up of a range of activities, including a TV advertising campaign which ran throughout June and early July this year, as well as press, radio, experiential marketing and sampling.

With over 4.4 million bottles sold in the UK every year, Malibu has been one of the most iconic brands in the industry since its launch in the 1980s.

Vlastimil Spelda, Spirits Marketing Director at Pernod Ricard UK, comments: "This is the biggest digital initiative we have ever embarked on, and one which will allow us to reach out to our key audience in an engaging and relevant way.

"Malibu is a truly iconic brand which we will be supporting extensively over the next two years with the new ‘Get Your Island On' campaign. We have seen the campaign delivering real momentum behind the brand since the advertising launched in June and I'm looking forward to seeing this digital element bring Malibu further success over the next six months."

To see the first instalment of the campaign go to www.getyourislandon.co.uk.

Comments (0)

Show/Hide comments

Show/Hide comment form