To increase Malibu’s brand awareness and market share of 18-23 year olds, Pernod Ricard selected our agency to design and plan a mobile marketing campaign. Chosen thanks to its penetration and pervasiveness within the target’s lives, the mobile was integrated with the ongoing Malibu consumer parties organized throughout Spain. A dedicated Java game was created so that users could play directly during the parties for their chance to win, depending on their score, branded mobile content or free SMS. Additional branded mobile content was distributed via Bluetooth hotspots. The campaign proved very successful in positioning Malibu as an innovative brand.