To launch the Bacardi Together concept, we impacted the target audience in their natural habitat: social networks. We kidnapped the actress Fernanda Paes Leme, a TV/film celebrity addicted to Twitter, which generated buzz in the virtual environment. Days later, Fernanda reappeared in a mega-party, spreading the message of the campaign. YouTube videos reinforced the concept. In a second phase, we launched the Together Status application on the brand fan page. This way fans were given points for check-ins on Facebook Places or referring friends. A media strategy and online seeding attracted more fans, who were engaged through relevant content.

Combined, the 2 videos for the launch of Bacardi Together campaign generated 275,000 views in 2 months, amplified by the tweets of actress Fernanda Paes Leme and other opinion-leaders hired as seeders. The media campaign, held in offline media (radio and billboards), and online (relevant websites/blogs) and Facebook itself, had 338m impacts. More than 14,000 users registered on the Together Status app and spread the message virally. At the end of the campaign in December 2011, the fan-page totalled 181,000 fans, double the initial target of 90,000 fans, with peaks of engagement of 140,000 people.