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By Simon Fuller. Beach brand. Don’t mind the rainy summer because those kind people at Malibu Rum are looking to inject a dose of sunshine into the lives of Facebook users – via a virtual gifts campaign featuring over a dozen of the brand’s drinks.
Designed by AdNectar, an outfit that integrates brands into social apps and virtual goods, the campaign makes good use of some nifty rich media in the form of an embedded, expandable window that’s actually part of the gift. At the Malibu-Rum website, sun-starved consumers can upload photos of themselves partying the night away onto a picturesque beach background, part of the campaign’s Get Your Island On theme.
To enable users to spread the fun, the drink gifts are featured across several different social apps on Facebook. But because it’s alcohol we’re talking here – and there’s a specific 21-to-25 year-old target audience – AdNectar has deployed some ‘age-gating’ tech to limit the campaign to legals.
On the site, the visitors are also pointed in the direction of the Get Your Island On game app the brand launched for the iPhone a few months ago.
“The goal of the campaign was to get contextual exposure and capture the social endorsement of Malibu Rum,” says Nir Eyal, CEO at AdNectar. “In the process, the brand wanted consumers to engage with their Get Your Island On theme in a dynamic way.
“Savvy marketers like Malibu Rum are really leveraging the social nature of virtual goods,” he adds. “They want to be a part of the dialogue that’s going on between consumers.”