Bacardi’s On-Premise Tour Ends at Music Events
To recruit more male rum drinkers ages 21-24, and connect its brand to the music and entertainment scene, Bacardi this fall launched the Untameable Tour, a program that started in bars and ended at epic music destinations like Lollapalooza and TomorrowWorld—with a heavy pour of digital extensions in between.
During three-hour bar takeovers across the country, brand ambassadors helped consumers “Join the Journey” through high-tech activations, sampling, social sharing and more. A few of the cool moments: a virtual reality tour using Oculus Rift of Bacardi’s Triangle Festival in Puerto Rico, and an All Access credential that doubled as an Augmented Reality trigger—when a brand ambassador scanned a badge on an iPad, a life-sized Bacardi party girl appeared to “dance” with the consumers on camera. Consumers could switch out girls to their liking, and snap a photo with her… the virtual her, that is.
By becoming a “recruit,” consumers were entered into a sweepstakes to be selected for trips to epic music destinations where they were treated to VIP access, Bacardi cocktails and after parties. Eight weeks into the 26-week campaign, Bacardi fielded more than 21,000 tour registrations. More than 50 percent of recruits opted in to supplemental digital engagement to gain additional entries. Cheers to that.