Malibu rum is kicking off its global influencer summer campaign—“Compete To Unleash Summer”—with more than two dozen global influencers including pop singer-songwriter Nick Jonas.
Jonas and other celebrities are convening in sunny Vietnam for a three-day tournament where they’ll compete in “re-imagined” versions of summer fun activities including a water fight, a dance off and a classic waterslide ride.
The event will be shared and broadcast globally through Malibu’s digital channels through September with updated content dropping throughout the summer.
The campaign has a website and the hashtags #malibugames, #becausesummer.
The brand orchestrated the effort in-house with help from Virtue Worldwide, which is part of Vice Scandinavia.