Although the promotion was happening across the United States, we ran highly targeted social media ads to consumers of the New Hampshire Liquor and Wine Outlets where Malibu was being featured prominently on the summer floor planner. The Facebook ad campaign targeted residents of New Hampshire who were interested in rum and people who liked the outlets on Facebook. In addition to those targeting options, the ads were also only shown to those 21 years of age or older. We built the landing page with a custom entry form that captured the entrant’s information including name, email address, and birthday. The form was tailored to Malibu’s branding, including the use of their colors and custom graphics. The form limited entrants to one entry per day and also allowed entrants to easily share the sweepstakes with their friends on social media.