Reach across Twitter and Instagram now stands at 660million…
This Halloween, BACARDÍ flew 1,862 party people on three private jets to an island in the Bermuda Triangle for the most exclusive and ambitious music event in the world.
With months of preparation in their back pockets Mr. President’s elite unit were on the ground and supporting at home to work with influencers, run an auto-tweeting photo booth and ensure we create more BACARDÍ Triangle buzz online and in social than if Bieber had shaved his head.
And here’s how we did it…
On maximum adrenalin and minimum sleep, the team led the global conversation with the freshest content from the festival, to build a strong brand narrative around the weekend.
But nobody wants to see endless photos of people they don’t know having a great time. So we also worked with the talented and influential creatives on the island to create cool content to share through their own social profiles. BMX legend Nigel Sylvester revealed how much he has given up to pursue his passion in a candid Instagram interview. Radio DJs Snacky Tunes sipped BACARDÍ Cuba Libres while discussing their life long passion for food and drink. The world’s top bartenders told us why their choice of profession is more like a calling.
To help us create original branded content for guests to share online, we built and ran an auto-tweeting photo booth, making BACARDÍ one of the first brands to use the new video feature on Twitter for user generated content. Thursday’s booth created live video content and on Friday, a ghoulish Halloween theme used UV props to illuminate guests as they struck their scariest poses.
Reach across Twitter and Instagram now stands at 660million, contributing to an overall PR figure of 1.8 billion. Sixty three million of those impressions alone were generated by creating content with the influential people attending.
At the time of publishing, the chatter is still going. See for yourself using #bacarditriangle