- THE MAGAZINE
- CATEGORY FOCUS
- BEVERAGE R&D
Purchase, N.Y.-based Pernod Ricard USA, a subsidiary of Pernod Ricard SA, partnered its Malibu rum brand with pop band Maroon 5 to host a collaborative competition titled Marooned on Malibu Island. As part of the contest, fans are encouraged to nominate their city by creating their own virtual Malibu Island on www.malibuisland.com to help determine the location of a Maroon 5 concert, which will take place following the band’s current tour.
To inspire the Malibu summer state of mind, Malibu is activating this promotion throughout its online communities as well as in-store at retail, at bars and through media.
In addition to raising awareness via its social media properties, Malibu also partnered with the mobile music app Shazam. This summer, when fans use the app to tag a Maroon 5 song, they will be taken to a mobile version of the competition where they can create or join an existing Malibu Island in a bid to bring Maroon 5 to their town.
At on- and off-premise retail locations nationwide, Malibu also has incorporated Snap Tags into its displays and merchandise, allowing consumers to scan and be directed to the app for interactive announcements, reminders and exclusive video content. All activations link directly to the Marooned on Malibu Island app through which age-eligible Maroon 5 fans and Malibu fans can create a virtual Malibu Island.
Malibu also will promote signature cocktail recipes developed around its rum and some of Maroon 5’s hit songs. The cocktails include Malibu Black Sunday Morning, Malibu Red Loves Somebody, and Marooned on Malibu Island Cosmo.
“The Malibu brand has had a phenomenal few years with new product innovations and partnerships that are so emblematic to the summer state of mind,” said Josh Hayes, senior brand manager for Malibu, in a statement. “Maroon 5 is the band of summer, and we’re especially excited to be partnering with them to bring this unique opportunity to our consumers, giving them the best summer yet, full of great music and great cocktails.”