Bacardi proved that there was nothing in the way of throwing an epic party by doing the impossible and throwing the ultimate house party…on wheels. A full-size replica of a real suburban house was built and the party came to the people. The Bacardi House Party traveled across the country, full of unexpected surprises and guest stars. As the house went from city to city, tons of content was created and shared on social media, turning the traveling house party into a full-fledged content factory.

To stand out in the sea of spirit activations, Bacardi needed to show creativity in the face of a problem. So a full-size replica of a suburban house was built and assembled. Inside the house, there was foyer, a kitchen, a living room, a study, and a patio section. This house then traveled to key markets across the country. Every stop was celebrated with an unforgettable house party, which included surprises, like a dancing bear, dueling guitarists, a remote-controlled pizza and a breakdancing disco ball. Musical guests included Swizz Beatz, Alicia Keys, Chromeo, Meek Mill, and DMX. Short videos showing different elements of the legendary house parties were shared on Instagram, Twitter, Facebook and YouTube.

To create momentum for the brand, we needed Bacardi to be the brand that was top-of-mind for our consumers when they were thinking about house parties. And they did. By the end of the campaign, 72% of people mentioned Bacardi when they were talking about house parties, compared to 24% before the campaign.

Not only were we able to recruit a new wave of drinkers in our key markets who attended the event, and now link Bacardi with house parties, but we were also able to extend to a broader audience online. We were able to successfully do this by stopping scroll-happy thumbs on Facebook, with 42% of people watching more than 10 seconds, which was double the amount of past content.

Overall, the campaign had 58 million earned media impressions and 134 million social impressions, with 18 million engagement across all social channels.