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.

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.

This campaign consisted of 24 events across Canada in major cities London, Hamilton, Toronto, Guelph, Ottawa, Calgary, Vancouver, Montreal and Edmonton. Results:Total Registrations: 8,461Friends Added: 14, 538Drinks Distributed: 14,083Drinks Redeemed: 12,193Redemption: 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.