Malibu Sparkler Launches Integrated Mobile, OOH Campaign
For the launch of Malibu’s newest product, Malibu Sparkler, Posterscope partnered with location-based mobile leaders xAd to develop a highly targeted, cross-platform campaign. The integrated mobile campaign leveraged various Out-of-Home formats to create a brand presence for Malibu Sparkler along the path to purchase and when entertaining was top of mind for key consumers.
To generate awareness amongst women A21+, and drive in-store traffic, select Target retail stores and neighboring billboards in Cincinnati, Dayton, Cleveland and Columbus were equipped with a 1-5 mile SmartFence radius. Geo-fenced billboards showcasing Malibu creative served related mobile advertisements that specifically targeted mobile users whose attributes represented those defined as “Party/Ambitious Social People”. Upon click through, users could click-to-call or receive directions to the nearest retailer, as well as view recipes and video content directly from Malibu.
This campaign planned and bought by Posterscope will be live for 4-weeks in the select Ohio markets.