Coconut rum brand Malibu has turned to Millennial Media to create a brand-focused mobile video campaign for its ongoing 'Best Summer Ever Project'.
Targeting both men and women in the UK aged 18-34, the activity uses a combination of Millennial Media’s data and video technologies to engage fans and open a dialogue with them.
Deployed by Havas Media the campaign utilises Millennial Media ad units Video Ticker, to integrate time-specific, location-based information in a ticker format, and Video Toggle, to display three different videos on tablet customising brand interaction with multiple content and messages.
“When you combine the rich storytelling of video with the interaction and engagement of mobile, we can ensure Malibu is front of mind for consumers during a crucial activity period,” said Adam Boita, marketing controller at Pernod Ricard. “We’re tremendously excited to see in action over the summer months.”
Zac Pinkham, managing director EMEA, Millennial Media, added: “Malibu’s digital content-led approach lends itself extremely well to mobile devices and audiences. Our video products are designed to naturally fit into the consumer app experience and leverage the different tablet and smartphone canvases. The results, which can be seen for Malibu’s Best Summer Ever campaign, are a rich and engaging experience for the consumer that creates a real connection with the brand.”
The campaign hopes to drive engagement with completed views for the branded videos. The complementary mobile campaign will also re-target those who completed watching videos within standard banners.
The 'Best Summer Ever Project' was announced in May and looks to create the ultimate list of summer experiences. Promotional activity has been pushing people to join the project and sign up online for the chance to win prizes including VIP holidays to Ibiza Rocks, concerts at The O2, Vevo and Spotify gigs.