Bacardi Limited is the world's most awarded rum. They have a brand portfolio comprising more than 200 brands and labels. Who hasn't had a Rum n Coke before? or some nice coconut flavored rum mixed with pinneapple juice?
Bacardi's head of digital Peter Clare understands the importance of social media in 2013, and claims that 2013 will be the year that social media, and mobile becomes the primary focus for marketing campaigns. He is well aware that social media is an essential tool for a brand like Bacardi to build meaningful, direct reltationships with consumers.
Bacardi is all about getting people together. They launched a campaign called Like it Live, Like it Together, a campaign like none other. It turned Facebook 'likes' into real world experiences, and unique events held around the world. They utilized likes as a way to inspire, engage fans, and facilitate real get together moments
Here is the direct link to check it out...bacardi facebook
This innovative idea for Bacardi broke the normal rules of marketing. It was a success as Bacardi gained universal brand awareness, and drove increased engagement through facebook (Bacardi's Facebook page had a 34% increase in 'likes' in just one month, and increased weekly active users). Here is a youtube clip from an event...youtube clip
Bacardi also integrated a new hyperabreviated, earned-media format called Vine. This offered a new, creative way to advertise and reach potential customers. They introduced a series of visually driven, 6 second, cocktail recipes. Each video showed step-by-step assembly of a cocktail, which of course shows Bacardi Rum as the core ingredient, and some music to set the tone. It doubled Bacardi's Twitter reach, and was a fun user experience for the consumers. Check the Vine out here...Vine bacardi recipe
Both of these social media campaigns were effective. It unified Facebook users, Bacardi was able to share and live up to its brand promise of helping people get together, it drove increased engagement through all the social channels, and created a new kind of dynamic to marketing. Overall it was an overall effective way of creating stronger brand loyalty, and better marketing results.
Drink Responsibly ;)
It is great to see a company that uses Vine in a great way . Giving out recipes is a great way to promote your alcohol !
ReplyDeleteTotally agree with you! Vine will be the future of advertisement, I have been using vine a bit myself.
DeleteJosh, this is a good example. Bacardi does do some interesting social media marketing work. Two recommendations: can you link directly to some of the Bacardi social media? So that we can see it directly from the blog (vs. only describing it - which you did well). Also, if you love Bacardi, go onto my LinkedIn and look for Amy Federman. She is a former colleague who is currently the PR director for Bacardi. LinkIn with her and ask her for her thoughts on social media for a brand you love. Perri
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