300 guests from 18 countries arrived to the southern most city in the world to live an extraordinary experience: one party in 3 different locations, becoming the first 8 hour non stop J&B Party.Guests in floating discos, dj`s and bartenders, sailing the powerful waters of Beagle`s Channel, heading for the last American’s light. Then, the disembarkation was on the Island of Fire, to live ethnic music, bonfires and drinks. After that, the guests went to The Prison of the End of the World, turned into a disco where the cryptic residents and guests join together in 180 punishment cells.

The Global Promotion was developed with success in 18 countries, where 409.317 consumers participated during the 60 days of activation to win the travel to Tierra del Fuego and enjoy the Party. The impact in media and the outreach of the event exceeded all expectations, before and after the party, with 17% of the spaces created spontaneously by the public and guests. The Party of The End of the World was rated as the best international event of the J&B brand, receiving internal recognition for Diageo globally as a “Brilliant Execution of Global Platform”.