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Iconic Spirit Brand, Malibu, Selects Havas Media and Millennial Media for the ‘Best Summer Ever’ Mobile Video Campaign
|By Business Wire
|July 31, 2014 03:00 AM EDT
Malibu, the UK’s number one coconut rum, has announced it is working
with Havas Media and leading mobile advertising platform company
Millennial Media (NYSE:MM) 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.
Malibu Mobile Video TICKER Ad from Millennial Media (Photo: Business Wire)
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
Running on smartphones, Video TICKER enables Malibu to integrate
time-specific, location-based information from data feeds in a ticker
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
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
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
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.
Photos/Multimedia Gallery Available: http://www.businesswire.com/multimedia/home/20140731005054/en/
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