Pernod Ricard is promoting its Malibu coconut-flavored rum brand with the “101 Days Of Because Summer” campaign. The goal is to get fans to participate in new and exciting experiences to live their most spontaneous selves throughout the summer.
This multi-faceted initiative involved a number of agencies including Collectively, 360i, Legacy, Ketchum and IMG Live are all participating in the #BecauseSummer activation, with additional support from Catapult and Debrain.
The project kicked off with a partnership with social media influencer The Fat Jewish through a Snapchat custom filter that invited Americans to recreate their own slow motion beach runs to join the Bitmoji of the Fat Jewish himself.
Next, Malibu invites Snapchat users to enjoy a digital Pina Colada using a national lens to celebrate National Pina Colada Day on July 10.
On August 11th, Malibu will release a Black Moon filter to raise awareness for the solar eclipse happening August 21 across most of the U.S.
A partnership with Pandora will debut an all-new Hot Summer Hundred station where song selection will be determined using Pandora's proprietary prediction formula.
Offline, select U.S. bars will be distributing Snapcode promotional numbers to give users access to exclusive Snapchat summer filters and lenses. Festival attendees at five music festivals - Tortuga, Stagecoach, Neon Desert, Hangout and Route 91 - will be able to tap into signature geo-filters and visit the on-site Malibu Rum Beach House.
This campaign is supported across social media, including @MalibuRumUS and Instagram.