MALIBU / AIDS DRINKING AND DJING
20 October 2009
Ever wondered what your drink would sound like?
Now you can find out thanks to an online 'drink mixer' application launched by Malibu. As part of its global Get Your Island On brand push, the Pernod-Ricard-owned
rum has launched an interactive music-mixing interface with beat
combinations relating to 86 unique recipes, and four faders which
enable users to adapt the taste/sound to their own preferences. The
mixer forms part of RadioMaliboom Boom, an online radio station launched in August, also part of the Get Your Island On brand platform.
Contagious caught up with Billy Burgess, interactive marketing manager at Malibu:
Contagious: How did you come up with the idea?
BB: Since it can be challenging to convey taste using a digital medium, we wanted to give users a sensory experience that allowed the taste of the product to come through as it relates to musical sound. We also wanted to infuse some unexpected fun and energy into the traditional cocktail recipe section of a drinks site.
Contagious: Where do you plan on marketing the app?
BB: We are offering it first to Facebook fans on the global Malibu page, and will also use it as a reward to consumers who engage with our brand in web banners and online TV advertising.
Contagious: Can you give as an insider view on what it was like to create the app?
BB: Malibu's global digital agency, Great Works [based in Stockholm and New York] worked with two professional DJs to develop the music sound-bytes to ensure that the application is authentic and credible. We discovered that we could create a seemingly infinite number of taste-sound combinations; the hard job was narrowing down the cocktails to the most relevant recipes.
Users can 'mix' over 80 cocktails that correspond to a unique sound which can be downloaded as a ringtone or sent to Facebook walls or Twitter streams.
Contagious also asked Fredrik Lund-Hansen, creative at Great Works in New York on his experience of creating the mixer:
Contagious: Explain how you matched the sounds to the drinks
FLH: We worked closely with Jesse Untracht-Oakner, a talented Brooklyn-based music producer to come up with different loop combinations. We were inspired by fresher beats and uplifting Soca music [a form of dance music which originated from calypso music in Trinidad and Tobago]. From there, we worked with Malibu to match the different sound combinations to taste components taken from their drink mixology knowledge.
Contagious: Why is this a good fit for Malibu?
FLH: We wanted to do something fun and interactive for our target audience, keeping it interesting without making it complicated or pretentious. Since the concept is easy to understand we hope that people will feel compelled to share it. You only have a couple of seconds to convince the user it's worth their time and attention so you'd better make sure you deliver!
www.facebook.com/malibu-rum
www.radiomaliboomboom.com
Contagious caught up with Billy Burgess, interactive marketing manager at Malibu:
Contagious: How did you come up with the idea?
BB: Since it can be challenging to convey taste using a digital medium, we wanted to give users a sensory experience that allowed the taste of the product to come through as it relates to musical sound. We also wanted to infuse some unexpected fun and energy into the traditional cocktail recipe section of a drinks site.
Contagious: Where do you plan on marketing the app?
BB: We are offering it first to Facebook fans on the global Malibu page, and will also use it as a reward to consumers who engage with our brand in web banners and online TV advertising.
Contagious: Can you give as an insider view on what it was like to create the app?
BB: Malibu's global digital agency, Great Works [based in Stockholm and New York] worked with two professional DJs to develop the music sound-bytes to ensure that the application is authentic and credible. We discovered that we could create a seemingly infinite number of taste-sound combinations; the hard job was narrowing down the cocktails to the most relevant recipes.
Users can 'mix' over 80 cocktails that correspond to a unique sound which can be downloaded as a ringtone or sent to Facebook walls or Twitter streams.
Contagious also asked Fredrik Lund-Hansen, creative at Great Works in New York on his experience of creating the mixer:
Contagious: Explain how you matched the sounds to the drinks
FLH: We worked closely with Jesse Untracht-Oakner, a talented Brooklyn-based music producer to come up with different loop combinations. We were inspired by fresher beats and uplifting Soca music [a form of dance music which originated from calypso music in Trinidad and Tobago]. From there, we worked with Malibu to match the different sound combinations to taste components taken from their drink mixology knowledge.
Contagious: Why is this a good fit for Malibu?
FLH: We wanted to do something fun and interactive for our target audience, keeping it interesting without making it complicated or pretentious. Since the concept is easy to understand we hope that people will feel compelled to share it. You only have a couple of seconds to convince the user it's worth their time and attention so you'd better make sure you deliver!
www.facebook.com/malibu-rum
www.radiomaliboomboom.com
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