Malibu Rum Serves Up Online Radio | Adweek Malibu Rum Serves Up Online Radio | Adweek
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Malibu Rum Serves Up Online Radio

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Those looking for a taste of the Caribbean may want to tune into “Radio Maliboom Boom.”

Created by the Malibu rum brand, the online radio station is hosted by Barbados-based radio personalities DJ Bernhard and MC Wonder Full. Launched this week, it offers non-stop Caribbean music.

Four new TV spots, starring the deejays, invite consumers to “get their island on” by tuning into Radiomaliboomboom.com. It features streaming music videos and tracks from top Universal artists.

“Sunshine,” the first spot created by Publicis London, shows the DJs forecasting sunny weather for all cities across the globe, even if, in actuality, it is raining.

Ads will run across on U.S. networks and will be available for viewing online at multiple sites, including Evite, Pandora, Hulu and USWeekly. Promotion, for the Pernod Ricard-owned brand, will spread in upcoming months to international markets, including Canada, Spain and the Netherlands.

Site visitors can learn about the DJs, take a virtual tour of the Barbados station and submit their own videos depicting how they “get their island on.” E-cards, desktop wallpapers, ringtones, and an "Island bowling game" for the iPhone are also available via downloads. The radio station was created by Great Works.

“The new campaign goes beyond the traditional television spots by creating an experience where consumers can connect with the irreverent, vibrant spirit of the Malibu brand through the engaging personalities of the DJs,” said Paul Campbell, vice president of marketing for Malibu at Pernod Ricard USA, in a statement. “We want people to be able to embrace the fun of Malibu Rum in their everyday lives and Radio Maliboom Boom is a perfect way to do this.”