Malibu Cocktails Creates Mobile and Social Pop-up Experience

The company behind Malibu coconut rum, Pernod Ricard UK, has launched a digital campaign to accompany its Malibutique shopping centre tour 2013.

Working with brands including ASOS, Nails inc, TONI&GUY, Slug & Lettuce and Look Magazine, the company has created a social and mobile experience inside its pop-up dressing room venues to create longer-term engagement with visitors.

When shoppers enter the different venues around the country, they are encouraged to login to the page using their Facebook page. They can then scan barcodes using their smartphone at different points around the pop-up area to receive multimedia content, as well as the chance to win bottles of Malibu or cocktail vouchers, which can be redeemed at any Slug & Lettuce. Once registered, social stories are posted on to their Facebook page based on their actions while at the venue. ASOS, TONI&GUY and Nails inc are also on hand to offer style tips and freebies. 

“Our results from the Liverpool Malibutique show that we are already seeing traction, with 70 per cent of our 5,000 guests visiting all five scanners over the course of the weekend resulting in 3,044 social stories,” said Belinda Sanderson, marketing manager at Pernod Ricard UK.