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.
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.
Malibu uses gamification to engage users with this app that forms part of its Malibutique experiential campaign.
Aimed squarely at women, users are awarded 100 points just for
starting the game, then get additional points for each article they read
within the app. These include drinks recipes, sponsored style tips and
competitions.
It’s a well-executed app, with new content uploaded everyday to keep
people coming back and extra celeb features available for users who
clock up enough points.
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