In-bar technology activation
BACARDÍ were looking to change brand perceptions by demonstrating untameable behaviour, in bar, using the BACARDÍ bat icon.
The BACARDÍ #brixtonbats activity was held at cocktail bar seven at brixton on 30th April 2014. Influencers, bar-goers and friends joined us for an evening of BACARDÍ cocktails and rum-infused tapas, chirp-activated bats, secret treats and music.
Outside the venue and inside the bar consumers were invited to download the CHIRP™ application. Electronic bats hung from the rafters outside the venue and in the bar, and at dusk ‘chirped’ treats to passers-by. The Chirps are received as images or links on mobiles – which act as tokens for unexpected prizes or link consumers to content, such as the exclusive BACARDÍ Bat Beats track. You can download and listen to the track here: https://soundcloud.com/fabric/craig-richards-bacardi-bat-cave
Consumers then presented their chirp to the BACARDÍ rep and were asked if they wanted to redeem it and then received free cocktails, tickets to gigs and other prizes. Over 167 people participated in the event that gave us a potential opportunity to see of 117K on Twitter, and their tweets about the Brixton Bats activity reached an estimated 309K.