AdNectar Brings Rich Media To Malibu Rum Gift Campaign

AdNectar today announced its later branded virtual gift campaign, this time with Malibu Rum. The gift campaign consists of a "top shelf" in several apps where users can give away virtual drinks, as well as a "Get Your Island On" campaign that encourages users to upload party and vacation photos to become part of the gift. The expandable window which displays the pictures is a technological breakthrough, according to AdNectar.

The company claims the campaign ran on Facebook apps that reach a combined 1.3 million users. Virtual drinks are one of the more popular types of branded virtual gift, though age restrictions have been a problem in the past. For the Malibu Rum campaign, AdNectar is implementing an age gate that prevents Facebook users under 21 from being able to participate in any aspect of it. According to Malibu Rum's agency of record, Carat, this is crucial for helping the brand focus on its desired 21to 25 age demographic.

Other recent AdNectar campaigns include Gillette Fusion's How to Shave campaign, Trident's A Little Piece of Happy campaign, and the recent Fisher-Price campaign for Elmo Tickle Hands. AdNectar is definitely growing its advertising reach with a lot of major, national brands becoming part of its portfolio. Seeing Facebook move into the branded virtual gifts arena itself has probably done a lot to validate AdNectar's model in the eyes of major brands.

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