PR LAUNCH:We seeded the news of the launch to markets providing them with PR-assets to localise the story. We invited international consumer-media to a global consumer-launch event in Miami, Groove Armada’s first of 6 B-LIVE shows.

CHANNELS•Events: USA, Greece, Mexico, Brazil, UK, Australia•Digital Seeding - remixes of tracks seeded via blog-campaignoDistribution - www.bliveshare.com encouraging and rewarding sharing of tracks oPR - www.bliveshare.com and music-video campaignoCommercial: music-release via iTunes retail•Radio: 6 B-LIVE shows hosted by Groove Armada•TV : Music-video and artist-interviews•Print : Editorial driven around announcement and 6 events INNOVATIONThe partnership in itself was breakthrough and we created an online distribution-mechanic www.bliveshare.com encouraging sharing of 4 new Groove Armada tracks. Our mechanic rewarded music-fans for recommending the music to their friends. Unlike record-labels, BACARDI could remunerate the rights-holders and therefore encourage legal peer-to-peer sharing.

Cut-through and stand out: - Partnership announcement achieved; - Reach: 15 million; - 77.31% MRP* score (English-speaking coverage only); - No of stories: 25 stories; - Media value for announcement: £148,395. - Communication of B-LIVE platform beyond event-attendees increased BACARDI brand-affinity by 17.3% (average by market), 2008 (Hall and Partners):• Winner of MCCA Award.Global consistency: - Consistent music/media approach, 17 (of 21) BACARDI markets are activating the partnership.

Unique engaging content:B-LIVE radio-shows: - Broadcast across 9 stations in 6 markets; - Potential reach: 840 million; - Media value for radio-shows: £2,296,954; - No 1 blog-position on influential Hype Machine chart reflecting the popularity of the music; - No 34 iTunes Chart.*MRP evaluates key message penetration, demonstrating quality of coverage. 70% is considered very successful.