The cocktail and music “Marooned on Malibu Island” collaboration encourages fans to nominate their city in a nationwide competition to help determine the location of a Maroon 5 concert, to take place following their 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.
The Marooned on Malibu Island promotion is a first for the brand, giving Malibu consumers a chance to nominate their city for Maroon 5 to perform by creating their own virtual Malibu Island on www.MalibuIsland.com.
“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,” says Josh Hayes, senior brand manager, Malibu. “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.”
In addition to raising awareness via its social media properties, Malibu also has 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 Island, in a bid to bring Maroon 5 to their town.
At on- and off-premise retail locations nationwide, Malibu has also 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.