Knowing that young consumers crave fun and experiences, Malibu is hosting its Malibu Games in the UK as a way to engage Gen Z consumers who are looking to get a feel for a brand with all of their senses. The high-energy event was devised to allow people to "have the experiences about the drinks rather than a drinking experience."
While there are bar and seating areas at the Malibu Games, attendees who are looking to get in on the action will be drawn to team activities like the Strawberry Spring, the Not So Coconut Shy and the Passionfruit Prism, each of which takes inspiration from Malibu's essence.
Rather than opting for London as the location of the Malibu Games, Malibu deliberately chose Liverpool instead to cater to Gen Z consumers across the country.
High-Energy Alcohol Activations
The Experiential Malibu Games Targets Gen Z with Activities
Trend Themes
1. Experiential Marketing - Creating immersive and interactive events that engage Gen Z consumers and provide memorable experiences with a brand.
2. Multi-sensory Branding - Developing engaging activities that appeal to all senses and allow consumers to have unique experiences related to the brand's products.
3. Regional Targeting - Choosing specific locations that cater to the preferences and interests of Gen Z consumers in order to maximize engagement and brand loyalty.
Industry Implications
1. Alcoholic Beverages - Opportunity to create high-energy, experiential activations that allow consumers to engage with the brand's products in new and exciting ways.
2. Event Planning and Production - Opportunity to design and execute immersive experiences and team activities that cater to the preferences and interests of Gen Z consumers.
3. Marketing and Advertising - Opportunity to develop and implement experiential marketing strategies that resonate with Gen Z consumers and enhance brand perception and loyalty.