AdNectar Launches Marketing Campaign For Malibu Rum
Intends to allow people share and connect with the brand
Malibu Rum has launched a ‘viral’ marketing campaign which was served by AdNectar that specializes in integrating brands into virtual goods on social networks.
To start the campaign, over a dozen different types of drinks were featured on the 'top shelf' of several different social applications on Facebook. The campaign ran on social applications on Facebook which reach over 1.3 million users.
Lisa McCann, Malibu's sr. brand manager said: By enabling consumers to send our Malibu Rum inspired drinks to their friends, we are capturing their endorsement in a social setting. As the message spreads virally, it helps reinforce the message that Malibu is relevant to their social occasion.”
AdNectar's unique age-gating feature allowed Malibu Rum to limit exposure of its virtual campaign to users 21 years of age and older. It is a requirement to run campaigns on social networks popular with young adults.
Nir Eyal, CEO of AdNectar. said: Savvy marketers like Malibu Rum are really leveraging the social nature of virtual goods. They want to be a part of the dialogue that's going on between consumers.”
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