Malibu launches VIP-themed Facebook app as part of summer style activity

Malibu: unveils VIP-themed Facebook app
Malibu: unveils VIP-themed Facebook app

Pernod Ricard is rolling out a Facebook app for its Malibu brand, as part of its Malibutique shopping and fashion summer activity.

The Malibu VIP app, created by Zone, is an online loyalty programme that features content including drinks recipes, games and fashion tips.

Every time a user interacts with this content, they receive VIP points and gain a "status" such as Malibu Mover and Shaker, Idol or Legend.

The higher their status, the greater access they get to more content and givaways, such as designer handbags.

The app can be accessed from Malibu's UK Facebook page.

The app supports Malibu's Malibutique activity, which is an experiential and digital campaign to create the "ultimate dressing room", for getting women ready for a night out.

Malibu is expanding the campaign, now in its second year, to create pop-up dressing rooms in Cardiff, Liverpool and Birmingham from 28 June to 15 July.

Visitors will be able to try partner brands, including ghd and Fake Bake. Heat magazine is sending a style team to the event to offer style tips for the summer.

Heat will also be running a Malibu-sponsored mini-mag in its 29 May issue and will be running a series of Malibu advertorials over the summer months.

Patrick Venning, marketing director at Pernod Ricard UK, said the Malibutique pop-up last year was a "huge success", attracting 12,000 target-consumers in London, Manchester and Birmingham.

He said: "Malibutique serves as a relevant and engaging platform for us to showcase Malibu's versatility to our target audience who love music, fashion and exploring the latest styles for their social get-togethers."

He added the Facebook app would act as a platform to "continue engaging loyal fans of the brand," while also "exciting new target consumers" with content they "enjoy reading about and sharing."

Pernod Ricard is looking to widen the appeal of Malibu, as an all-year-round drink, and last autumn it rolled out a Winter Edition bottle.

Follow Sarah Shearman on Twitter @Shearmans


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