Malibu launch

THE FIRST INSTAGRAM CONTEST WITH A MICROSITE LEADERBOARD – LONG BEFORE IG VIDEOS, STORIES, OR THE FACEBOOK BUYOUT.

In a highly saturated market, Malibu was looking to launch its first ready-made cocktail in a can. With a small budget and a big focus on reaching the Spring Break crowd, we created an online game, powered by Instagram – in search of the Official State of Summer.

The 21+ crowd was encouraged to take pictures of summer in their state and tag them #malibucans #yourstate for a chance to win weekly prizes like surfboards, skateboards, beach bikes and more.

Spring Break events in Panama City and Lake Havasu included drink samples and swag. Mailbu saw a 2000% increase in Instagram followers with thousands of posts. This was the first ever online game powered by Instagram (long before they were bought by Facebook). The work was recognized in multiple award shows.

roleS:

  • creative concepts

  • video direction

  • script development

  • copywriting

  • social posts + community management

Agency Partner: TWENTY FOUR 7
CLIENTS: Malibu rum

image-asset-4.jpeg
image-asset-1.jpeg
image-asset.jpg
image-asset-social.jpeg
2013-03-19 13.01.49 copy.jpg
2013-03-18 13.35.24 copy.jpg
Malibu Prizes 010 copy.jpg
Cleaned_Up_Shot copy.jpg
Screen+Shot+2013-04-11+at+4.03.56+PM+copy.jpg
malibu-state-social.jpg
Screen+Shot+2013-09-20+at+1.43.30+PM+copy.jpg
Screen+Shot+2013-09-20+at+1.43.50+PM+copy.jpg
IMG_8177 copy.jpg

by the numbers

2,000 original

48 states

85 Million

organic social impressions

vied to become the Official State of Summer

Instagram followers (2000% growth)

60 prize winners

from across the U.S.

Previous

Game of Thrones
Next

Space Jam