Pernod Ricard embeds digital into Malibutique activity

Malibu: activity now includes mobile component
Malibu: activity now includes mobile component

Malibu has incorporated a digital strand into its Malibutique experiential activity following a 40% marketing budget increase for the summer campaign.

Now in its third year, Malibutique is a pop-up boutique and cocktail bar that will visit a number of cities over the summer. It aims to target 18- to 34-year-old women by recreating the "getting ready moment" before a night out, offering fashion tips, styling advice and cocktail-making classes.

ASOS, Nails Inc, Toni & Guy, Slug & Lettuce and Look magazine have been signed up by the coconut rum brand as partners and each one has an area in the pop-up unit.

For the first time, visitors to Malibutique will be able to win instant gifts and offers by scanning their smartphones onto touchpoints at the different areas, having downloaded an app upon entering the pop-up.

Created by Gamaroff, the activity also enables consumers to sign up to Malibu's new e-CRM programme and share their experiences on Facebook, in a move which serves to amplify the concept beyond experiential.

Belinda Sanderson, the Malibu marketing manager, said the innovation was a first for the brand owner Pernod Ricard and was being watched by other parts of the business.

She said: "The challenge we set ourselves this year was to increase exposure of the brand. We want to make Malibutique bigger and better.

"People are finding the whole idea of instant wins very exciting."

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