It’s cold outside, making it the perfect time to:
Open a Can of Summer.
That’s the tagline we developed for the launch of the new grab-n-go Malibu cans, now available in an adult beverage aisle near you! With a focus on guerrilla and social engagement, we created an online game powered by Instagram, called the Official State of Summer. Individuals from all 50 states posted pix of summer in their state with hashtags #malibucans + #yourstate (i.e. #iowa). All entries could be searched by State, Most Recent and Most Likes at officialstateofsummer.com.
Each week, peeps with the most likes scored Malibu beach bikes, surfboards, skateboards, lounge chairs and backpacks. Collectively, they were playing to have their home turf named the Official State of Summer. The campaign launched during Spring Break with a pair of pool parties in Panama City and Lake Havasu. Malibu servers delivered drink samples, encouraged game play and handed out swag – all pushing to officialstateofsummer.com.
During five weeks of game play, several different states took the lead.
Find out who won: http://vimeo.com/82230061
The officialstateofsummer.com site transformed to celebrate all things awesome for the winning state. After a summer of bragging rights, the url now pushes to Malibu’s main website.
If you haven’t already, we invite you to: Open a can of summer!