14.05.2009
Pernod Ricard's Malibu adds mobile to marketing mix
Pernod Ricard’s Malibu, the No. 1 selling coconut-flavored Caribbean rum, has rolled out a multichannel campaign to support the launch of its new flavor - Malibu Island Melon. The multichannel digital campaign taps into the most popular trends among its core consumers and consists of Web videos, banners, ringtones and a mobile game. The Malibu-branded mobile game asks players to “Get Your Island On” with the free bowling game available on the iPhone and other smartphones. There is music playing in the background and if players like it, they can download the music as a ringtone. The game will be available online on the Malibu website, as well as other sites including Facebook. The spring launch will also be supported with a fully integrated advertising and marketing campaign aimed at generating consumer awareness and trial and driving retail and on-premise distribution.
Fonte: Mobile Marketer
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