BACARDÍ Beginnings

BACARDÍ BEGINNINGS JOB TO BE DONE: Despite heavy spend and a credible heritage in music partnerships, BACARDÍ was failing to reach its key demographic of fashionable young males. SOLUTION: 3 collaborations between established and emerging artists, each writing a new track together and released in a way that pushed the boundaries of music promotion: Rudimental and Bipolar Sunshine wrote, recorded, released, mixed, mastered and performed a new track live in just 12 hours before launching the track via BBC Radio 1. Toddla T & Roses Gabor launched their track via a special SoundCloud app. Only the first beat of the track was available on launch, the rest of the track was gradually unlocked one beat at a time via social interactions (tweets/likes). Once fully unlocked, a remix competition launched. Toddla T later released the track on Defected Records further cementing the credibility of the project. There was also significant airplay on BBC Radio 1 and other stations. Kele Okereke (Bloc Party) & Bobbie Gordon released their track via the world’s first 3D printed vinyl record store with limited edition sleeves designed by Kate Moross. This was the first time a full length track had ever been printed using 3D printing technology, with all proceeds donated to Nordoff Robbins. RESULTS: Over 619 pieces of coverage (100% with 2+ key messages) PR Reach of nearly 700 million (20x higher than previous music campaign) PR cost per contact: £0.001 Media reach: 6m LDA-29, Frequency: 4 160,000 track listens on SoundCloud Radio 1 Reach Frequency 6m x 3 – Key messages 2 Video Views across all platforms: From 80,000 in ‘12 to 550,000 vs KPI 271,845 63,000 interactions on Facebook 1200 tweets (3x higher than previous campaigns. Note: age gate on website) 32,000 views on BACARDÍ.com (8x higher than previous campaigns) 1400 event attendees ‘Notable campaign of the year’ Campaign magazine