Vevo teams with Malibu for secret The Kooks concert
Vevo, the music video platform, has teamed with Malibu for a secret The Kooks gig, as part of the ‘Best Summer Ever Project’.
Vevo and Malibu will transform a secret London venue into a space for an intimate crowd of competition winners to see The Kooks perform on Friday 29 August, with 20 fans able to meet the band.
James Cornish, sales director at Vevo, commented: “We’re really excited to partner with Malibu for the latest element of their ‘Best Summer Ever Project’ and we are thrilled to be hosting what promises to be an incredible live show with The Kooks. Using the powerful combination of our ‘GO Shows’ format and multi-platform digital content delivery post-event, Vevo will enable Malibu to reach their target audience of music loving young adults to drive engagement with both the campaign and their overall brand, in a fun and spontaneous way.”
The music platform will post two live performances on its app, and will also be capturing crowd footage and ‘vox-pops’ that will feed into the ‘Best Summer Ever Project’ content hubs.
Malibu will take full ownership of advertising around the event programming plus all related artist videos, with the winners of the competition to be served Malibu cocktails.
Adam Boita, marketing controller at Pernod Ricard UK, owner of Malibu, said: “Our Malibu campaign is centred all around generating engaging content for our consumers on relevant digital channels and our Vevo partnership is another example of this. The Kooks resonate well with our target consumer and this activation is offering them an exclusive opportunity, only made possible by Malibu.”