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Malibu launches innovative technology digitising Malibutique

Wednesday July 24, 2013 at 4:53pm
Malibu, the UK’s number one coconut rum, is introducing innovative web technology that will digitise its successful Malibutique experiential activity, allowing the consumer to digitally engage with the concept. At the heart of the Malibutique campaign is a larger-than-life pop-up dressing room, which tours shopping centres and similar venues across the country. It offers consumers customers styling tips and fashion advice from ASOS (whilst showcasing the online retailer’s bespoke Malibu-inspired summer range); one-to-one consultations with TONI&GUY stylists; complimentary mini-manicures by Nails inc’s technicians; and bespoke cocktails created by Malibu’s mixologists to sample. The new digital initiative means that from now on, upon arrival and throughout their Malibutique experience, attendees are going to be encouraged to log onto the new web platform – go.malibu.co.uk – which has been built specifically for Malibu by Gamaroff. There are interactive touch points at the four designated brand partner areas – ASOS, Nails inc, TONI&GUY and Slug & Lettuce – as well as the Malibu cocktail bar. Malibu says that this latest initiative turns Malibutique into an interactive, multi-touch point journey that rewards the consumer and fully engages them with the brand and its partners. The new technology allows the user to scan a barcode on their smartphone at each touch point and then immediately receive exciting content, plus the chance of winning bottles of Malibu at each event as well as a Malibu cocktail voucher, which can be redeemed at any Slug & Lettuce nationwide. This is the first time Pernod Ricard UK has used digital vouchers of this kind for any of its brands, as it looks to translate the Malibutique experience into direct sales, in collaboration with its on-trade partners. Once a consumer registers with the Malibu web experience via their own Facebook page, social stories are posted on to their page based on their actions while using the technology, for example the cocktail they have enjoyed. By digitising the consumer’s Malibutique experience through Facebook, the brand is looking to amplify the activity to a wider audience through friends seeing the posts, which in turn drives greater brand awareness. The concept behind this digital activity is to ensure that Malibu builds an experience that is not only appealing to its target audience but also captures data – the choices that the consumer makes when they are using the technology at Malibutique is fed into the ECRM (with the consumers’ approval), which has been launched in order to establish an on-going dialogue with the brand’s most loyal fans, as well as drive deeper brand relevance with them. Belinda Sanderson, marketing manager, Pernod Ricard UK says: “Malibutique places the brand at the cutting edge of experiential marketing and now, by integrating this new digital activity, we can show ourselves to be at the cutting edge of digital marketing as well. By growing the involvement of digital around Malibutique, we are helping to build brand affinity by appealing to our target consumers through new and innovative channels. Our results from the Liverpool Malibutique show that we are already seeing traction, with 70% of our 5,000 guests visiting all five scanners over the course of the weekend resulting in 3,044 social stories."
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