Case Study: Malibu Rum – Get Your Island On – Malibu MOD Squad imNylon.com
Client Need Need to increase brand awareness of Malibu, its flavors, and its specialty cocktails with 21-25 year old consumers.
Case Study: Malibu Rum – Get Your Island On
Nylon Solution & Results The Malibu MOD Squad was a program targeting young adult consumers with a complete Malibu rum experience, bringing the “Get Your Island On” feeling to life. Tactics employed: • 1 Program Manager • 2 Brand Ambassadors • Branded Vehicle parked in High Visibility Location to increase brand presence and gain exposure both during and between On-Premise and Off-Premise Promotions. • Merchandising Accounts • Scheduling On and Off-Premise Promotions with Local Distributor • Training Brand Ambassadors and Program Manager • Storage of POS • Kit delivery
The event was a success: Brand Ambassadors interacted with and engaged consumers at both in On Premise and Off Premise promotions to educated and informed consumers about the promotion and the Malibu brand.
Case Study: Malibu Rum – Get Your Island On
Campaign Summary Total # of Promotions: 134 Total Promotional Hours: 1,072 Total Attendance: 8,570 ON-PREMISE IMPACT Total # of Promotions: 101 (47 Northern NJ Shore, 54 Southern NJ Shore) Total Promotional Hours: 808 Average # of On Premise Promotions Per Week: 6 Total On Premise Attendance: 7,145 OFF-PREMISE IMPACT Total # of Off-Premise Promotions: 33 (15 Northern NJ Shore, 18 Southern NJ Shore) Total Promotional Hours: 264 Average # of On Premise Promotions Per Week: 2 Total On Premise Attendance: 1,425
Case Study: Malibu Rum – Get Your Island On
Campaign Summary Promotional Kits: • 25 T-shirts • 25 Tank Tops • 25 Hats • 25 Visors • 40 Slap Koozies • 80 Bottle Opener Key Chains • 80 Beaded Necklaces • 80 Light Up Necklaces • 80 Lip Balm • 25 table tent per event but changes made for off vs. on-premise drive
Case Study: Malibu Rum – Get Your Island On