Malibu launches digital campaign

Pernod Ricard UK is launching its biggest ever online campaign with the Malibu Get Your Island On weekly show on Yahoo! Video.

The show, hosted by comedian Tom Price, will be aired every Friday for six months. It features clips from the Yahoo! video network, along with interactive games. Guests will also be invited to write in or send clips that they would like to see in the following week’s show.

The campaign is part of the Get Your Island On marketing programme which included a TV advertising campaign which ran throughout June and early July this year, as well as press, radio, experiential marketing and sampling.

Vlastimil Spelda, spirits marketing director at Pernod Ricard UK, said: “This is the biggest digital initiative we have ever embarked on, and one which will allow us to reach out to our key audience in an engaging and relevant way.”