Malibu Rum is a beverage associated by consumers with summer celebrations. Malibu wanted a way to continue their "Summer State of Mind" into the typically drier Fall and Winter months, whose objectives include:

• Connect target to Summer State of Mind (SSM)
• Leverage social media to amplify Social Dynamos (SD) actions
• Ongoing engagement and easy refresh (evergreen)
• Support new product launches
• Support existing Facebook presence

In response, Isobar Canada created the Beach Club, a subtly branded, Facebook-based game targeted to Malibu's key 21-32 year old demographic, that would keep Malibu Rum top-of-mind through the off-season.

The Beach Club is a build-a-business game, based on incremental achievement and feature unlocks resulting from improvement of the players island resort over a period of time across 10 levels. The game is open to all consumers, over the age of 21.