Malibu Boosts #BecauseSummer With Kygo Partnership


Malibu is to launch a partnership with Kygo, one of the world’s leading dance music artists, at the Ultra Japan festival, Tokyo, this week.

Malibu will be teaming up with Kygo at music events and venues around the world and also creating a special video edit for his new single ‘Carry Me’ featuring Malibu. The association with Kygo is seen as a perfect fit for Malibu’s Because Summer platform, with his videos and performances reflecting those moments when you feel you can do what you really want to, just because it’s summer.

“Kygo is phenomenally popular with our global audience of young fun starters and is a huge draw as a headliner at music festivals. We couldn’t be happier that Malibu is able to support Kygo,” said Colin Kavanagh, Malibu Global VP for Marketing. “He embodies everything that our Because Summer campaign is about and is a brilliant fit for Malibu. We’re so looking forward to working with him next year.”

Malibu isn’t waiting until then to get the Kygo party started though. To celebrate the launch of the partnership the brand is running a 48-hour online competition with Vice electronic music channel Thump, offering a roundtrip flight to Tokyo for the winner and a friend, a four-night stay at a 4-star resort in Tokyo, VIP access passes to the Ultra Japan festival and the ultimate Malibu exclusive, a private ‘meet and greet’ with Kygo before his set on September 17th. All consumers have to do is translate the title of Kygo’s latest release from the Japanese: お誕生日おめでとうございます.

“This is a fabulous prize,” added Kavanagh, “with the additional excitement that there’s only a 48 hour entry window and within days you could be whisked off to Tokyo to see and meet one of the world’s great tropical house music stars. Autumn may be approaching, but there’s still time to be that ‘summer you’ and enjoy some Malibu ‘Because Summer’ spontaneity.”

The competition is being promoted on the Vibe network and through social media platforms to consumers in the Netherlands, UK, Germany and Spain, and is one of a number of ground-breaking marketing initiatives unveiled by Malibu this summer. “There is more to come,” said Kavanagh. “Malibu is a brand on the move.”

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