Media firsts for Malibu with Video TICKER and Video TOGGLE to Drive Engagement through Location and Social Competitions
London, UK / Baltimore, MD (July 31, 2014) — Malibu, the UK’s number one coconut rum, has announced it is working with Havas Media and leading mobile advertising platform company Millennial Media to deliver a brand-focused mobile video campaign for its 'Best Summer Ever Project'. Using a combination of Millennial Media’s data and video technologies, Malibu will be able to target men and women in the UK aged 18-34, across music and social interests – and open a mobile dialogue as they enjoy the summer season.
The campaign is being deployed by Havas Media using Millennial Media ad units Video TICKER, a global media first, and Video TOGGLE, a UK media first.
Running on smartphones, Video TICKER enables Malibu to integrate time-specific, location-based information from data feeds in a ticker format.
Video TOGGLE provides Malibu with the ability to display three different videos on tablet, customising brand interaction with multiple content and messages. All branded videos will link to the Best Summer Ever competition to drive further consumer engagement with the campaign.
The campaign is seeking to drive high engagement and completed views for brand videos. To provide added value to Malibu, the mobile campaign will also re-target users who have completed video views with standard banners.
Adam Boita, Marketing Controller at Pernod Ricard UK said, "When you combine the rich storytelling of video with the interaction and engagement of mobile, we can ensure Malibu is front of mind for consumers during a crucial activity period. Millennial Media and Havas Media have worked together to deliver a genuinely innovative campaign that we’re tremendously excited to see in action over the summer months.”
“Demonstrating a bold approach by Pernod Ricard and deep understanding of its consumers, Malibu’s digital content-led approach lends itself extremely well to mobile devices and audiences,” added Zac Pinkham, Managing Director EMEA, of Millennial Media. “Our video products are designed to naturally fit into the consumer app experience and leverage the different tablet and smartphone canvases. The results, which can be seen for Malibu’s Best Summer Ever campaign, are a rich and engaging experience for the consumer that creates a real connection with the brand.”
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About Millennial Media
Millennial Media is the leading independent mobile ad platform company, supporting the world’s top brands and mobile content providers. The company's unique data and technology assets enable its clients to connect with their target audiences as they move across screens, media, and moments. Millennial Media drives meaningful results at scale through a diverse suite of products fueled by innovation and the industry's smartest minds. For more information, visit www.millennialmedia.com.
About Havas Media
Havas Media is one of the UK’s leading media communications agencies, working under the Meaningful Brands platform. Our size and scope allows us to be more agile, innovative and effective than our competitors.
With digital at our core, we deliver a full range of connected planning and buying capabilities across all forms media communications. We provide clients with senior, joined up and strategic leadership, ensuring brilliant delivery and execution in every channel, both traditional and emerging. Our structure and investment in specialist expertise reflects the changing needs of our clients, covering not just paid media but owned and earned channels, creative development and site experience as well.
We are in the business of helping clients grow the success of their brands through end-to-end communications that drive the type of meaningful connections that build desirable, sustainable and meaningful brands.
About Pernod Ricard UK
Pernod Ricard UK is part of Pernod Ricard, co-leader of the global wines and spirits industry. Globally, Pernod Ricard now represents 91 million cases of spirits and 25 million cases of wine, and owns 19 of the world’s top 100 brands. Pernod Ricard UK has identified the following key brands in the UK market: ABSOLUT, Brancott Estate, Campo Viejo, Chivas Regal, G.H. Mumm, Havana Club, Jacob’s Creek, Jameson, Malibu, Martell, Perrier-Jouët and The Glenlivet. Pernod Ricard UK is a member of The Portman Group promoting responsible drinking. Enjoy Pernod Ricard UK brands responsibly.