Style Up Your Summer with Look Magazine and Malibu
The 'Style Up Your Summer' campaign put Malibu at the heart of a great summer by giving readers the inside track on the latest fashion and beauty trends, the coolest cocktails to be seen drinking and the hottest places to go. All of this was brought to them by bloggers - the newest players in the fashion industry - and their favourite magazine. A mini-mag launched the partnership in June. Content included: tips, beauty trends, cocktail recipes, Malibutique promotion, vouchers, A-Z summer guide.
Now in its third year, Malibutique is a pop-up boutique and cocktail bar that will visit a number of cities over the summer. It aims to target 18- to 34-year-old women by recreating the "getting ready moment" before a night out, offering fashion tips, styling advice and cocktail-making classes.
ASOS, Nails Inc, Toni & Guy, Slug & Lettuce and Look magazine have been signed up by the coconut rum brand as partners and each one has an area in the pop-up unit.
For the first time, visitors to Malibutique will be able to win instant gifts and offers by scanning their smartphones onto touchpoints at the different areas, having downloaded an app upon entering the pop-up.
Created by Gamaroff, the activity also enables consumers to sign up to Malibu's new e-CRM programme and share their experiences on Facebook, in a move which serves to amplify the concept beyond experiential.
Belinda Sanderson, the Malibu marketing manager, said the innovation was a first for the brand owner Pernod Ricard and was being watched by other parts of the business.