Cannes Lions

BACARDI RUM

UNIVERSAL McCANN, London / BACARDI / 2006

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Presentation Image
Presentation Image

Overview

Entries

Credits

Overview

Execution

This put Bacardi at the heart of a radio station’s music and DJs by giving listeners the chance to become a part of that. By partnering the coolest stations and providing the MusicMixer Bacardi created an authentic experience for everyone who participated, and new tracks for listeners.

Radio DJs endorsed the online MusicMixer because it worked. Their Masterclasses linked Bacardi with the biggest DJs. And stations promoted the Bacardi winners because they had real talent.

Outcome

Over 25,000 engaged directly with Bacardi DJ. Over 2 million heard the activity linking Bacardi with the coolest music. And the best Bacardi Mix reached a global audience at the huge Miami Music Festival and 500,000 compilation CDs. Average interaction time with the Mixer 11minutes – a genuine brand experience.

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