Malibu rum branded app sees 2M downloads in six months

The game

Pernod Ricard's Malibu branded mobile application that was created to support the launch of its new Malibu Island Melon flavor has seen 2 million downloads. GetJar acted as a distribution channel for Malibu Rum’s Island Bowling, which was developed by digital agency Greatworks to help shift brand perceptions of Malibu. “If you look at the brand values of Malibu and what they are promoting,  having a game aspect to it on a personal device is another way of extending brand attributes,” said Patrick Mork, vice president of marketing at GetJar, San Francisco. “You may play some games TV and you may see online and television ads, but the  idea is Malibu is even with you on your phone.”