This June 21, Malibu is celebrating the First Day of Summer with a global broadcast live from New York City, featuring recording artists Estelle and Sean Paul, as well as DJs from across the globe. Fans can celebrate in real time with Radio Maliboom Boom by watching live at Facebook.com/Malibu.Rum. Throughout the summer, warm weather enthusiasts will be encouraged to join the movement to make the first day of summer an international holiday and celebrate the summer with the brand online and offline.
But the fun doesn’t stop when the concert is over! Throughout the summer, fans can keep the celebration going with Radio Maliboom Boom by enjoying upbeat music mixes, a mobile music application, exclusive artist interviews and recordings ofEstelle and Sean Paul’s performances at Facebook.com/Malibu.Rum. Other fun features include an augmented reality application called “Radio Maliboom Boom Video Shoot” that allows users to use their web cams to mix music like a DJ, mix a cocktail like a bartender, and dance the Radio Maliboom Boom dance that will be featured in Malibu’s soon-to-be released television ad spot.
Leading up to the global broadcast in New York City, those eager for summer to begin can join the giant countdown to the official start of summer, which is featured on the Times Square JumboTron. Consumers in New York can also join in on the celebration by dancing the Radio Maliboom Boom dance at a surprise dance-along at a yet to be disclosed location on June 22.
I was responsible for leading development of all global digital tools (videos, apps, website, and advertising) in addition to pre- and post-launch activation.