With several other products launching at the same time, Malibu asked Twenty Four 7 to focus on free or owned-media strategies to generate hype for their new grab-n-go can.
We created an online game, powered by Instagram, called the Official State of Summer. We asked people to snap pictures of summer in their state and tag them #malibucans #yourstate (ie. #iowa) for a chance to win weekly prizes and help their home turf earn the title: Official State of Summer. Weekly prizes included surfboards, skateboards, beach cruisers and more.
We were limited to just two posts per week on Malibu’s existing Facebook and Twitter pages. We created posts, encouraged game play and commented on thousands of photos. All entries were aggregated on a custom website at officialstateofsummer.com where you could search images by State, Leaderboard and Likes. The site also had custom video content, a poster download and free ring tone.
TF7 created event activations at Spring Break in Panama City and Lake Havasu to promote game play, provide drink samples, hand out swag and more.
Several different states were in the running, including Alaska for a full week. After six weeks of game play, sunny CA was named the Official State of Summer. The website transformed to celebrate all things California – including photo entries, Instagram player profiles and a list of favorite beaches, outdoor adventures, concert venues, watering holes and more.
If you haven’t already, we invite you to Open a Can of Summer.