Bacardi Private Island Extravaganza Targets Influencers
It was a bold idea from a bold brand. Bacardi’s brand values have always been about freedom, passion and irrepressibility, and throughout its history has enjoyed a close affiliation with music. The Bacardi Triangle promotion, a three-day extravaganza that took place over Halloween weekend at a private island in the Caribbean, tapped into all three as it helped young men discover, navigate and experience the big, bright world of music holidays, destinations and adventures.
The idea was to motivate males to drink Bacardi (instead of beer)—and to do that, the rum brand transported key cultural influencers and five winners of its Bacardi Triangle sweepstakes to the five-star Waldorf Astoria El Conquistador resort in Puerto Rico. On the final night, attendees sailed to the private Palomino Island where headliners Ellie Goulding, Kendrick Lamar and Calvin Harris, who came via private jet with their entourages, took to the stage. Besides the headliners, who were selected for their reach and release of new albums, more than 20 global artists performed for more than 1,800 attendees.
Key global partners included Vice Media’s Noisey and Munchies, Expedia, Lastminute.com, Shazam, VH1/MTV and Viacom. But it wasn’t all about top entertainment and partying by the pool. Technology had a presence there, too, including RFID wristbands, mobile geo-fenced messaging, ibeacon messaging and Android and iOS apps that synced all artists and performance schedules. The promotion delivered a total reach of 5.6 billion; digital engagement included 1.2 million likes, views and shares on Facebook and 1.2 million on Twitter.