Malibu To Launch Online Reality Show Based on Best Summer Experiences
Brand Asks People to List Best Summer Experiences on Content Hub
Jun 17, 2014
Malibu is trying to position itself as the ultimate summer drink, with a website and online reality show based on people's "best ever summer" experiences. The Pernod Ricard-owned rum brand has launched a content hub (created by digital agency AnalogFolk London) that asks users to choose their top five summer experiences, and share the lists across social media. At the same time, they can submit a video in order to-audition for an online reality show based on the results. The best videos will be shortlisted down to a final casting call for a 40 day reality series beginning at the end of July, in which group of friends will go on a road trip fulfilling the list of summer experiences. Video content from the road trip will be shared on the site, which is being promoted by an Instagram-inspired film using One Republic's "Life in Color" as the soundtrack.