Drive top of mind awareness and consideration of Malibu Rum as the drink of the summer amongst 21 – 29 year olds.
Millennials are social seekers who look to fuel their life with unique and memorable experiences. We engaged this audience in a relevant environment by creating Malibu Station Invasion, a 10-city proprietary concert tour. The event aligned with Malibu’s cheerful island heritage and commitment to music. The Malibu Station took place at the hottest pools and beaches in the country, and brought the “Summer State of Mind” to life with music performances by Ciara, Taio Cruz and DJ Skribble. Fans were able to have their photos taken in the Malibu Photo Station, and tested their music skills at the DJ Scratch Academy. This must-attend event of summer featured new Malibu Black drinks, a live Twitter Wall, Caribbean dancers and a Malibu branded pool. The success of the first year allowed Malibu Station Invasion to be picked up for a second tour, The Malibu Music Invasion.