MALIBU - MALIBU GAMES 2019

CHALLENGE

To position Malibu as the global icon of summer and recruit new content-aware consumers. To evolve the platform for enhanced engagement.

AUDIENCE

Young Fun Starters, LDA to 25 y.o. (M/F) 

STRATEGY

To approach influencer marketing as a cultural force – not as classic product endorsements. 

To focus local market energy into a global platform that feeds back into the local markets and grows over time.

On the content side, we went from an advertising mindset to a publisher mindset to be relevant for the audience and play on their terms in regards to media/content consumption.

SOLUTION

A unique influencer-first platform bonding a group of creators through summer games on a Malibu branded resort. The global event generates content and local activations all throughout summer. The influencers show the world what it’s like to live the Malibu brand: Fun summer moments together that never end!

RESULTS

+1.1B Total impressions

4.5H IG stories posted at event,

10.3 M total social engagement




Share


Malibu - Malibu Games 2019

A unique influencer-first platform bonding a group of creators through summer games on a Malibu branded resort. The global event generates content and local activations all throughout summer - The influencers show the world what it’s like to live the Malibu brand

Feel free to get in touch

We'd love to chat

VIRTUE - The Agency Born From VICE

123 ne.nb@vice.com