The site, which has been developed in conjunction with Yahoo!, will also feature selected clips from the Yahoo! video network. Guests to the show are being invited to write in or send clips that they would like to see in the following week’s show.
The show is expected to reach 70% of 18- 24-year-olds throughout the duration of the campaign.
Web traffic will be driven to the site by a series of skyscraper and banner adverts on Yahoo! and other sites designed to reflect the spirit of the “Get Your Island On” campaign.
The new campaign is part of the Malibu “Get Your Island On” marketing campaign made up of a range of activities, including a TV advertising campaign that ran throughout June and early July this year, as well as press, radio, experiential marketing and sampling.
Vlastimil Spelda, spirits marketing director at Pernod Ricard UK, said: “This is the biggest digital initiative we have ever embarked on, and one which will allow us to reach out to our key audience in an engaging and relevant way. Malibu is a truly iconic brand which we will be supporting extensively over the next two years with the new ‘Get Your Island On’ campaign.
“We have seen the campaign delivering real momentum behind the brand since the advertising launched in June and I’m looking forward to seeing this digital element bring Malibu further success over the next six months.”
To see the first instalment of the campaign go to www.getyourislandon.co.uk
