This promotion activated a high degree of interaction with the Brand; proportionally inverse to the reward. It effectively created a bridge from the virtual world to the real one where the product is actually consumed.

This idea was successful by resisting the usual expectations regarding virtual social conduct - we asked fans to surrender their FB pages to our brand - demonstrating new possibilities.

The promotion accomplished instant growth in every social media platform and increased visibility organically by creating a cult following without direct investment. Loyalty visibly grew when users willingly handed in their social identity in order to replace it with Bacardi imagery, in exchange of a unique and real experience with the brand.

The short-term results have persistently reflected on our metrics and the current perception of the brand.

To win an invitation, fans reached our page to access an app that made them “disappear” from facebook, surrendering their profiles to the BACARDÍ Bermuda triangle. Could also be done via a web address available in all platforms and devices.

People disappeared at a rate of 10 per minute. Average active users in real time was 136 per session.

For one month their friends only saw posts related to the event. Through a server cron job, the application randomly selected 4 lucky winners.

The interaction with the Brand that was proportionally inverse to the actual reward.

In a campaign that lasted 30 days we reached a peak of 150,000 people in a span of 4 days.

We experienced a growth of 20% in Facebook interactions and 64% in Instagram followers. The brand made 320% more stories/impressions than projected.

Within days of launching the campaign, user integration with the brand grew 3 times faster than expected and replicated in other social media platforms.

In a span of just four days, we surpassed our KPIs reaching 150,000 people. In total, Bacardi achieved an increment in visibility with 20% in Facebook interactions and 64% of new Instagram followers.