Pernod Ricard UK and digital agency Zone have rolled out a new Facebook app called Malibu VIP. The app for the popular coconut rum offers users content including drinks recipes, games, style articles and giveaways from partner brands Fake Bake, Heat, ghd and Models Own.

Photo: the VIP app, a snapshot from Malibu Facebook page

The more users interact with the content, the more VIP points get to gain the ‘status’ such as Malibu Mover and Shaker, Idol or Legend. The higher the status is, the more content and giveaways become unlocked for them.

Jon Davie, managing director at Zone, said to The Drum: «Malibu is a brand that had hundreds of thousands of fans long before Facebook even existed. We’re simply using social media platforms to recognise and reward the brand’s biggest advocates—online and in the real world.»

The app expands Malibu’s Malibutique digital campaign focused on the creation of the ‘ultimate dressing room.’ Within the campaign that is now in its second year, Malibu will roll out pop-up dressing rooms in Cardiff, Liverpool and Birmingham from 28 June to 15 July.

With help of the Heat magazine’s style team visitors will be able to try on clothes by the abovementioned partner brands. Heat will release a Malibu-sponsored mini-mag in its 29 May issue and will be running a series of Malibu advertorials over the summer months, says Marketing Magazine.

According to Patrick Venning, marketing director at Pernod Ricard UK, the Malibutique pop-up last year was very successful and attracted 12,000 target-consumers in London, Manchester and Birmingham. He said the Facebook app would serve as a platform to engage  fans of the brand and attract new customers.

Recently, Malibu produced its own make-up kit and the campaign that accompanied the new products also involved Facebook.