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The cocktail and music collaboration between the Malibu brand and Maroon 5, “Marooned on Malibu Island,” has unveiled New York City as the location of an invitation-only, custom concert by the band, set for Nov. 16.
“Maroon 5 fans are among the most passionate and this summer was all about giving them what a great summer means to Malibu – great music, great cocktails and great company,” said Josh Hayes, senior brand manager for Malibu, a brand of Purchase, N.Y.-based Pernod Ricard USA. “We’re thrilled about this collaboration. Get ready because the fans have spoken and we’re headed to the Big Apple.”
Launched in August, the Marooned on Malibu Island promotion was a first for the brand, giving Malibu consumers a chance to nominate their city for Maroon 5 to perform by creating their own virtual Malibu Island online.
In addition to raising awareness via its social media properties, Malibu also partnered with the mobile music app, Shazam, where fans could be directed to a mobile version of the program. At on- and off-premise retail locations nationwide, Malibu incorporated Snap Tags into its displays and merchandise, allowing consumers to scan and be directed to the app for interactive announcements, reminders and exclusive video content.
Pernod Ricard USA is the largest subsidiary of Paris, France-based Pernod Ricard SA, which employs more than 18,000 people worldwide.