A senior executive from Pernod Ricard's Malibu Rum claimed that mobile is an essential part of the brand?s overall marketing strategy in a highly contested spirits market.

The rum brand has done much in the mobile marketing space and is continuing its momentum with a revamped mobile Web site. Mobile Marketer?s Giselle Tsirulnik interviewed Billy Burgess, Stockholm, Sweden-based interactive marketing manager at Malibu Rum. Here is what he said.

What has Malibu Rum done in the mobile space in terms of mobile Web, applications, SMS and advertising?
Both the global team and country specific markets have been active in the mobile space over the last two years.

The Malibu Rum mobile site at http://maliburum.mobi provides drink recipes, downloadable content ? for example, ringtones, wallpapers, mobile applications ? videos on the YouTube channel and product information.

The brand also has mobile applications:

• Island Bowling ? bowling meets the island shack in this application. A user can throw coconuts down the lane to knock out the pins, aka ?Malibu Rum Bottles?

• Malibu Game ? a drumming application that challenges users to follow and drum along to the beat on their iPhone. The application has a version on Facebook as well.

Additionally, countries have locally executed SMS programs to support events and sponsorship.

For example, Canada uses mobile as a promotional tactic in-stores, while the U.S. team leverages SMS to activate their sponsorship of the AVP tournament providing scores, tournament information and drink recipes to participants.

Why mobile for Malibu Rum? How important is the channel to the brand?s overall marketing strategy?
Mobile is important to Malibu as it links its offline media to digital assets to drive interest and action. It does so by creating a digital user experience that enables a consumer to enter the Caribbean state of mind, anytime, anywhere. 

How does the Malibu Rum customer match the smartphone demographic?
The Malibu customer is digitally savvy.

Malibu?s Web site traffic has demonstrated significant traffic from smartphone devices, primarily iPhones and iPod touches, which prompted the development of the mobile site and Island Bowling iPhone application. 

Can you talk about the type of reach and engagement that mobile allows for and why it is different than any other marketing channel?
The Malibu customer uses mobile for many things that are not necessarily related to alcohol, parties, nightlife or drink consumption. 

However, Malibu can still insert itself into the context of the consumer mobile mindset in relevant, interesting and logical ways that meet consumers? needs.

What about using mobile as part of your multichannel mix? How has Malibu used mobile to complement existing campaigns or efforts?
In the last few years, Malibu has leveraged mobile to increase brand presence and promote awareness.

Many markets have used SMS as part of promotions to engage a customer off-premise, through point of sale and on-premise during events. 

Canada uses mobile as a promotional tactic in-stores, while the U.S. team leverages SMS to activate their sponsorship of the AVP tournament providing scores, tournament information and drink recipes to participants.

The mobile site has always reflected the brand?s online presence.

Therefore, with the launch of Radio Maliboom Boom and this year?s limited edition bottle Malibu by U, the site was updated with relevant content to engage users with these campaigns globally. It is continuing to evolve as the scheduled relaunch of the global Web site is planned for summer 2010.

In addition, mobile applications have been leveraged to provide that Caribbean-spirited experience from a mobile device that aligns with the Radio Maliboom Boom and Malibu by U initiatives. 

Mexico is launching an iPhone application that allows you to take a picture with your iPhone camera within a Malibu bottle silhouette. 

The Czech team launched the Malibu Drum Game to bring those Caribbean beats to their customer?s mobile phones.

Where does Malibu Rum see mobile marketing going? What is it going to take for mobile to gain widespread traction?
Mobile marketing is evolving and will eventually be fully integrated into social media. 

A brand?s social presence will start to integrate mobile touch-points and mobile marketing will integrate social media plug-ins. 

This evolution will help brands increase their presence within the social ?conversation? by generating more ways for consumers to share content. 

Mobile CRM ? the mobile opt-in list ? will still be important, but will become an overall CRM strategy that will utilize mobile as a new platform to leverage to the growth of your social media presence.