Malibu Rum is embarking on the Radio Maliboom Boom Station Invasion Concert Tour across the US this summer, featuring platinum singer-songwriter Taio Cruz and Grammy Award winning singer Ciara, as the brand looks to infuse the summer with some ‘Liquid Sunshine'.
The 10-city tour, part of the brand’s ‘White Hot Summer’ promotion, will pitch up at some of the nation’s best beach and poolside resorts, kicking off in Miami on the 16th July with a performance from Ciara.
Radio Maliboom Boom Correspondent Nick Vitale, who won the chance to report on the live events as part of a Facebook promotion, will host the Station Invasion Concert Tour.
Each of the tour stops will feature extensive Malibu branding, Carnivale Dancers, tiki bars and additional music provided by MTV’s DJ Skribble. A number of interactive experiences, including a Photo Station, a Scratch DJ Academy booth and a mobile app offering up a competition to win a meet and greet with the artists, will also be on offer to attendees. In addition the brand is also offering up the chance to win the Radio Maliboom boom airstream trailer as part of a sweepstakes promo.
Malibu recently created a specially designed bottle to accompany the overall campaign, designed by up-and-coming artist Nikki Farquharson (who has previously worked with BMW and Nike).
Overall it’s a well-integrated meld of art, music and design with plenty of live, experiential and digital activity supporting the summer long initiative as the brand takes its pop up taste of the Caribbean party on tour.