The video hub launches today (17 June) for the first phase of the coconut-flavoured rum’s “Best Summer Ever Project”. People are invited to create their lists of top five things to do this summer from over 100 curated videos by the brand, which they can then share with friends.
Content is being sourced from Twitter, Facebook, Instagram and Pinterest alongside promotional videos explaining the concept. The AnalogFolk-created campaign culminates at the end of July when four friends will be brought together to star in a 40-day reality series, documenting their experiences on a road trip.
Malibu’s tie-up with YouTube stems from owner Pernod Ricard’s ongoing work with Google, which has already seen it launch a 12-part web series for Chivas Regal about male friendship.
The latest effort is Malibu’s first major video play with Pernod Ricard recently outlining a long-term plan to make it more reflective of younger drinkers through digital marketing. In the UK, this comes in the form of serving targeted video content, location-based promotions and vouchers. Around 50 per cent of its digital media outlay is now spent on mobile, compared to 30 per cent in previous years, the business said.
The investment is further proof that marketers are waking up to the effectiveness of online video after previous concerns over a lack of transparency from media agencies and technology companies such as Google. Adidas has formed close ties to YouTube to put video at the forefront of its marketing around the World Cup.