SOURCE: AdNectar, Inc.

AdNectar, Inc.

August 04, 2009 09:00 ET

AdNectar Launches Virtual Goods Marketing Campaign for Malibu Rum

First Viral Marketing Campaign to Embed Rich Media in Branded Virtual Drinks

PALO ALTO, CA--(Marketwire - August 4, 2009) - Malibu Rum has launched the first marketing campaign to embed a rich media experience into branded virtual drinks. The campaign, served by AdNectar, Inc., which specializes in integrating brands into virtual goods on social networks, featured an expanding window where people uploaded their favorite party picture into a tropical "Get Your Island On" themed background.

To kick-start the campaign, over a dozen different types of drinks were featured on the 'top shelf' of several different social applications on Facebook. The campaign ran on social applications on Facebook which reach over 1.3 million unique users.

In addition to the contextual exposure and social endorsement, people who uploaded their personal photos into the gifts experienced an even deeper level of engagement with the brand... experiencing the "Get Your Island On" theme first-hand.

"By enabling consumers to send our Malibu Rum inspired drinks to their friends, we are capturing their endorsement in a social setting. As the message spreads virally, it helps reinforce the message that Malibu is relevant to their social occasions," said Lisa McCann, Malibu's Sr. Brand Manager.

AdNectar's unique "age-gating" feature allowed Malibu Rum to limit exposure of its virtual campaign to users 21 years of age and older... a crucial requirement when running campaigns on social networks popular with young adults.

Carat is Malibu Rum's media agency of record. According to Carat VP Group Account Director Bart Gedney: "The campaign's goals were to keep Malibu Rum relevant to their 21-25 year old target audience by allowing people to share and connect with the brand."

AdNectar's unique technical innovation was to embed an expandable window in which drink recipients could upload their favorite party picture into a themed background -- a 'first' with social media marketing.

"Savvy marketers like Malibu Rum are really leveraging the social nature of virtual goods. They want to be a part of the dialogue that's going on between consumers," said Nir Eyal, CEO AdNectar.

The campaign for Malibu Rum comes on the heals of other AdNectar campaigns: Gillette Fusion, which promoted their new "How to Shave" video content, and Trident, where people sent "a Little Piece of Happy" as a virtual gift.

About AdNectar

AdNectar specializes in creating effective advertising that consumers like. By associating brands with virtual items, marketers insert their brand message directly into social media experiences. AdNectar provides an integrated advertising platform that is more fun for users, more effective for marketers, and more profitable for publishers. Headquartered in Palo Alto, CA, AdNectar is backed by private and institutional investors including Battery Ventures. For more information, visit Please direct media inquires for AdNectar to: Nir Eyal,, 917.279.8578

About Malibu

Malibu is the original Caribbean rum with natural coconut flavor and the world's favorite, selling 3.7 million cases each year in more than 150 countries. With its beginnings on the island of Barbados, Malibu is perfect for creating cool and refreshing cocktails to help you "Get Your Island On ™." The delicious and distinct flavor of Malibu has been honored at several major international spirits competitions, including silver at the 2007 San Francisco World Spirits Competition. Malibu is operated and marketed globally by The Absolut Company, a unit of Pernod Ricard. In the United States, Malibu is imported and marketed by Pernod Ricard USA, alongside leading brands including ABSOLUT® vodka, Beefeater® Gin, Jameson® Irish Whiskey and Kahlúa® Coffee Liqueur.

Get Your Island On Responsibly. Always drink in moderation.

About Carat

Carat is a global independent media communications network, with over 100 offices in over 80 countries. Carat is transforming communications -- creating communications that transform clients' businesses and leading transformation of the communications world. Carat provides a full range of services -- including media and market research; communications planning; media planning and buying; multicultural communications; corporate trade; branded entertainment; direct and digital marketing; experiential and sponsorship services; and marketing analytics and consulting. Carat is part of the Aegis Group -- a leading marketing services company listed on the London Stock Exchange. For more information, visit the company's website at

Contact Information

  • Please direct media inquires for AdNectar to:
    Nir Eyal