CASE STUDIES

Malibu

CHALLENGE

Malibu wanted to portray its brand in a fun, spontaneous, unpretentious, and vibrant way to spring breakers throughout Florida while introducing them to Radio Maliboom Boom (an online radio station) and their latest line of products to hit the shelves. The goal was to engage spring breakers and create an experience that mirrored the brand.

SOLUTION

• A custom built 40’ RV traveled throughout Florida hitting beach locations in every major city and executing over 60 events in a 4 month span
• Inside the RV was an airbrush tattoo station, lounge area with Wii gaming console, a DJ Booth spinning the sounds of Radio Maliboom Boom and a phone charging spot. Three flat screen monitors mounted on the walls played Malibu branded videos and commercials. A custom built product display case showcased all of the latest Malibu products to hit the shelves, including Malibu Black which was introduced in April of 2011
• Outside of the RV were 4 custom Tiki Huts featuring an iPad hut showing off a variety of different Malibu apps, a DJ hut spinning the sounds of Radio Maliboom Boom, a green screen photo opportunity, and a dance station where consumers learned the official Radio Maliboom Boom dance
• A Malibu Facebook QR code and Foursquare mobile check in were utilized to increase the brands online presence. A variety of beach themed branded premium items were distributed to consumers for partaking in the various activities

RESULTS

• Malibu experienced an11% sales increase throughout the state of Florida
• 8,000+ one-on-one unique consumer interactions
• Executed over 56 events within 120 days