Malibu rum branded app sees 2M downloads in six months

By Giselle Tsirulnik

November 9, 2009

The game

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.

STRIKE!

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.”

Comments on "Malibu rum branded app sees 2M downloads in six months"

1. Howie Goldfarb says:

   November 9, 2009 at 11:49am

   I know I know I always am the cynic. I personally do not see value for Branded Apps unless it is a 'must have must use' App. The reason is it will be hard for Malibu Rum or any Brand to know if the App they worked so hard on is used beyond the first week....or even visible to the smart phone user among the ridiculous amount of Apps an active App down loader will have on their phone. In the case of Malibu Rum, you have a liquor that is very sweet, lower alcohol content than regular rum, and the imbibers will be mostly slanted towards younger women. Most adult real men do not drink Malibu Rum, just like they don't drink Wine Coolers LOL. So a bowling game?
   
   There are plenty of ideas for Apps that people will want to use over and over for a Liquor Brand that would get more use and more Brand exposure than bowling. And BTW I love video bowling, it is the Malibu Rum demographic that I found the game choice intriguing.
   
   I don't own a Liquor Brand but my free advice would be an App that has drink recipes and allows people to enter in their own favorites for future reference. Maybe include a calorie counter and allow people to zap drink recipes to their friends.
   
   Or for Malibu Rum an App that includes lots of topical locales (photos and videos), a way for people to upload their own from such locations when partying in the sun, and even connect to Travel Websites that get Malibu a referral fee for any travel booked during that session.
   
   Bowling?