Category: Best use or integration of experiential events
Advertiser: BACARDI CANADA
Product/Service: BACARDI RUM
Agency: PULP&FIBER
Director Of Marketing: Jesse Carere (Pulp & Fiber)
Account Executive: Kim Cranfield (Pulp & Fiber)
Account Executive: Diane Gawlik (Pulp & Fiber)
Developer: Juan Garcia (Pulp & Fiber)
Developer: Samer Ziade (Pulp & Fiber)
Designer: Warren Keefe (Pulp & Fiber)
Art Director: Fernando Salvador (Pulp & Fiber)
Media placement: Facebook - Facebook - 01/01/2012
Campaign Description
We designed an experiential, event-marketing component to make Bacardi’s brand relevant, memorable and exciting again. The goal was to make Bacardi cool in the eyes of LDA-24 year old males, one of the biggest alcohol consumers in the Canadian market. The ‘Bacardi Club Social’ program brings consumers together in a bar setting, and engages them in a memorable brand experience. Upon arrival, guests are encouraged to sign-in on an iPad via Facebook Connect. This is a symbiotic exchange of information, allowing us to gain access to their data and allowing them to enjoy complimentary Bacardi cocktails all night, also allowing us to connect with them after the event to share pictures from the event and exclusive invitations to future Bacardi events. Because we are aiming to promote a liquor brand, there are various government regulations set in place that require us to think creatively and responsibly. Age verification software on the digital RSVP platform is just one way that we aimed to take responsibility and ensure age regulation protocol was followed. Additionally, any persons in attendance were advised in advance that photo and video would be captured during the event and can be used at Bacardi’s sole discretion.
Effectiveness
The ‘Bacardi Club Social’ program was created in order to re-position the brand as cool, relevant, mixable and unique and keep Bacardi as forerunner in the alcohol industry. The target audience is LDA-24 year old, single males.
The main objectives were to:
- Generate awareness
- Prompt trial
- Create unique, memorable experience
To execute these objectives we created the Bacardi Club Social program. We ran 24 of these events across Canada, in London, Hamilton, Toronto, Guelph, Ottawa, Calgary, Vancouver, Montreal and Edmonton. This program focuses on bringing people together and breaking down social barriers of technology.
At these events, bar/club consumers are approached by our Bacardi Socialites who prompt them to meet someone new at the bar and sign-up with them on an iPad in order for both to receive a complimentary Bacardi drink and a branded light-up pin. They create a profile using Facebook connect which allows Socialites to sign them up again to meet up to 3 friends at the bar that night. The consumer’s profiles are linked showing the connections they made at the bar on the iPad and drinks are sampled to both parties.
Real time engagement happens with a link immediately being post on their Facebook wall prompting them to ‘like’ the Facebook page. We also post to their pages when they are able to view the photos and videos from the event they attended, as well as see who they met that night and opportunity to be invited to future events.
Implementation
The audience was drawn in through multiple points, beginning with on-site POS at the venue. Examples include posters, coasters, LED drink menus, and back bar displays. The presence of the Bacardi promo hosts draws the consumer in further. Curiosity grows when they see Bacardi LED buttons on consumers throughout the venue, prompting them to approach or be open to being approached by a promo host. The promo hosts are personable and give these consumers an opportunity to break the ice and meet new people while providing multiple rewards for doing so.
Outcome
This campaign consisted of 24 events across Canada in major cities London, Hamilton, Toronto, Guelph, Ottawa, Calgary, Vancouver, Montreal and Edmonton.
Results:
Total Registrations: 8,461
Friends Added: 14, 538
Drinks Distributed: 14,083
Drinks Redeemed: 12,193
Redemption: 86.6% average, 92% highest
Venues are carefully selected in order to make sure we have the right number of guests in attendance, and that they meet our target requirements. Bacardi Socialites were trained in the importance of the program; making connections and raising brand awareness while doing so in a memorable manor. Simplicity of sign-ups, gaining access to information, and filling out profile via Facebook connect allowed for high numbers of drinks sampled to consumers. The use of the technology of Facebook connect also allows for a 0% bounce back on e-mails sent out to consumers. Overall, consumers were very excited to engage and participate in the innovative Bacardi Club Social program.