Iconic Spirit Brand, Malibu, Selects Havas Media and Millennial Media for the ‘Best Summer Ever’ Mobile Video Campaign

  Iconic Spirit Brand, Malibu, Selects Havas Media and Millennial Media for
  the ‘Best Summer Ever’ Mobile Video Campaign

Media firsts for Malibu with Video TICKER and Video TOGGLE to Drive Engagement
                   through Location and Social Competitions

Business Wire

LONDON & BALTIMORE -- July 31, 2014

Malibu, the UK’s number one coconut rum, has announced it is working with
Havas Media and leading mobile advertising platform company Millennial Media
(NYSE:MM) to deliver a brand-focused mobile video campaign for its 'Best
Summer Ever Project'. Using a combination of Millennial Media’s data and video
technologies, Malibu will be able to target men and women in the UK aged
18-34, across music and social interests – and open a mobile dialogue as they
enjoy the summer season.

Malibu Mobile Video TICKER Ad from Millennial Media (Photo: Business Wire)

Malibu Mobile Video TICKER Ad from Millennial Media (Photo: Business Wire)

The campaign is being deployed by Havas Media using Millennial Media ad units
Video TICKER, a global media first, and Video TOGGLE, a UK media first.

Running on smartphones, Video TICKER enables Malibu to integrate
time-specific, location-based information from data feeds in a ticker format.

Video TOGGLE provides Malibu with the ability to display three different
videos on tablet, customising brand interaction with multiple content and
messages. All branded videos will link to the Best Summer Ever competition to
drive further consumer engagement with the campaign.

The campaign is seeking to drive high engagement and completed views for brand
videos. To provide added value to Malibu, the mobile campaign will also
re-target users who have completed video views with standard banners.

Adam Boita, Marketing Controller at Pernod Ricard UK said, "When you combine
the rich storytelling of video with the interaction and engagement of mobile,
we can ensure Malibu is front of mind for consumers during a crucial activity
period. Millennial Media and Havas Media have worked together to deliver a
genuinely innovative campaign that we’re tremendously excited to see in action
over the summer months.”

“Demonstrating a bold approach by Pernod Ricard and deep understanding of its
consumers, Malibu’s digital content-led approach lends itself extremely well
to mobile devices and audiences,” added Zac Pinkham, Managing Director EMEA,
of Millennial Media. “Our video products are designed to naturally fit into
the consumer app experience and leverage the different tablet and smartphone
canvases. The results, which can be seen for Malibu’s Best Summer Ever
campaign, are a rich and engaging experience for the consumer that creates a
real connection with the brand.”

About Millennial Media

Millennial Media is the leading independent mobile ad platform company,
supporting the world’s top brands and mobile content providers. The company's
unique data and technology assets enable its clients to connect with their
target audiences as they move across screens, media, and moments. Millennial
Media drives meaningful results at scale through a diverse suite of products
fueled by innovation and the industry's smartest minds. For more information,
visit www.millennialmedia.com.

About Havas Media

Havas Media is one of the UK’s leading media communications agencies, working
under the Meaningful Brands platform. Our size and scope allows us to be more
agile, innovative and effective than our competitors.

With digital at our core, we deliver a full range of connected planning and
buying capabilities across all forms media communications. We provide clients
with senior, joined up and strategic leadership, ensuring brilliant delivery
and execution in every channel, both traditional and emerging. Our structure
and investment in specialist expertise reflects the changing needs of our
clients, covering not just paid media but owned and earned channels, creative
development and site experience as well.

We are in the business of helping clients grow the success of their brands
through end-to-end communications that drive the type of meaningful
connections that build desirable, sustainable and meaningful brands.

About Pernod Ricard UK

Pernod Ricard UK is part of Pernod Ricard, co-leader of the global wines and
spirits industry. Globally, Pernod Ricard now represents 91 million cases of
spirits and 25 million cases of wine, and owns 19 of the world’s top 100
brands. Pernod Ricard UK has identified the following key brands in the UK
market: ABSOLUT, Brancott Estate, Campo Viejo, Chivas Regal, G.H. Mumm, Havana
Club, Jacob’s Creek, Jameson, Malibu, Martell, Perrier-Jouët and The
Glenlivet. Pernod Ricard UK is a member of The Portman Group promoting
responsible drinking. Enjoy Pernod Ricard UK brands responsibly.

Photos/Multimedia Gallery Available:
http://www.businesswire.com/multimedia/home/20140731005054/en/

Multimedia
Available:http://www.businesswire.com/cgi-bin/mmg.cgi?eid=50915472&lang=en

Contact:

Millennial Media
Dave Ross-Tomlin, +44 (0) 20 3725 2682
dross-tomlin@millennialmedia.com
or
Havas Media
Emily Underhill, +44 (0) 207 393 9000
emily.underhill@havasmedia.com
or
Pernod Ricard UK
Sarah Bentley, +44 (0) 20 8538 4016
sarah.bentley@pernod-ricard.com
 
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