Pernod Ricard's Malibu branded mobile application that was created to support the launch of its new Malibu Island Melon flavor has seen 2 million downloads.

GetJar acted as a distribution channel for Malibu Rum?s Island Bowling, which was developed by digital agency Greatworks to help shift brand perceptions of Malibu.

?If you look at the brand values of Malibu and what they are promoting,  having a game aspect to it on a personal device is another way of extending brand attributes,? said Patrick Mork, vice president of marketing at GetJar, San Francisco. ?You may play some games TV and you may see online and television ads, but the  idea is Malibu is even with you on your phone.?

Malibu worked with Greatworks to create a digital project that would help consumers to view the Malibu brand in a new light and tie in with the ?Get Your Island On? campaign and Web site, by underlining the sense that anywhere in the world, at any time, consumers can enjoy a little Caribbean spirit.

Greatworks developed the idea of a bowling application for mobile phones as a way for Malibu fans to "Get Your Island On"- or enjoy a moment of inspired fun at any time.

The game itself puts a Caribbean spin on an old favorite - bowling. It allows gamers to bowl in a rum shack, on the beach, in an underground cave or inside an aquarium.

Malibu bottles feature prominently throughout the game as the bowling pins ? ensuring that while the user is playing the game they continue to associate fun with Malibu ? and ultimately keep the drink front of mind.

The thinking behind Malibu Island Bowling was that the more time people spend with Malibu, the more consumers will understand that Malibu isn't just a drink for a summer day on the beach, it's about experiencing that feeling at anytime, anywhere.

The end result: Malibu Island Bowling has secured around 2 million downloads to date, 217,000 of which have been via GetJar.

A total of 10 percent of all downloads have been via GetJar, making the platform the 2nd biggest source of traffic. Malibu Island Bowling is one of the most successful non-commercial applications on GetJar.

After a controversial panel at ad:tech, Mobile Marketer?s Giselle Tsirulnik could not help ask Mr. Mork to explain why the branded Malibu application could, in fact, be considered mobile marketing.

?In this case it is marketing because of the fact that they chose bowling, which matches with the idea of the campaign,? Mr. Mork said. ?The bowling alley looks like it is on a tropical island and ties in with the brand values that Malibu is trying to promote.

?Clearly Malibu is not using the application to sell,? Mr. Mork said. ?But it is being used to reinforce the brand?s values.

?It was a nice way to integrate mobile into the campaign and that?s why I think it worked.?