Gather knowledge on Malibu’s consumers and promote the beverage.
Given the market penetration of mobile phones in Portugal (over 100%) we designed a loyalty program powered through a mobile app called ‘Malibu YOLO – You Only Live Once’. The app’s main goal was to collect information from everyone involved in consumption process:
The app was designed to maximize user experience in a brand friendly environment. Once users registered they could find Malibu sponsored events which were regularly pushed to the app. Consumers were encouraged to regularly use the app thanks to on-board social and gamification features: users could find their friends in real-time by checking in on the app and were encouraged to invite them to use the app through a point collection program. Users could also share photos to social media and scan QR codes received when ordering drinks to accumulate points and win prizes.