As part of this partnership, Redfoo drops reference to the coconut-flavoured rum in his single "Where the Sun Goes," the title track on his debut solo album. The lyrics refer to drinking Malibu in the perfect summer setting and product placement appears in the music video for the track. The music video premiered on RollingStone.com and was launched on Redfoo's YouTube channel.
The collaboration is part of a unique influencer strategy for Malibu, to put the brand at the heart of the conversation around summer. As part of the agreement, it has usage rights for the track within key digital channels. There will be social media activation around the track focussing on the line 'Malibu with a View'. Influencers across Instagram, Facebook and Twitter will build buzz around #MalibuWithAView.
In addition to this, Malibu has teamed up with some of the top young explorers around the world who toured Europe and the US. The explorers immersed themselves in a number of summer experiences. This will provide audiences with real and inspiring pieces of advice as they uncover the A-Z of Summer. Redfoo features in this content series and provides additional film content through performances and interviews.
In line with this, @MalibuRumSA will be running a competition throughout December where anyone who posts an image of their favourite spot while enjoying Malibu and tags #MalibuWithAView to Facebook, Instagram and Twitter, stands to win an array of cool summer gear.
