TAGS: buzz marketing / event / build database
Bacardi Limited is the largest privately held, family-owned, spirits company in the world and is of course the producer of the world famous Bacardi Rums. Selling in excess of twenty million cases per year, Bacardi Rum is the globe’s number one premium spirit.
One of its sponsored events are the Batbeats parties in the Netherlands, where DJ’s play Latin grooves of the future. Icecards were used to improve the branding in the target group of Bacardi and Batbeats.
OBJECTIVES AND TARGET GROUP
• Reach a target group in the age of 18+
• Branding for Bacardi and Batbeats in the target group
• Premium for Batbeats party members
• Generate a database
• Generate web traffic to www.batbeats.nl
CAMPAIGN SET UP
Bacardi ran a campaign of 10,000 sets. When consumers entered a link on www.batbeats.nl or on www.icecards.com they were directed to the specially designed order website. After ordering, consumers received their free icecards within two weeks at home and could start handing them to their friends and acquaintances, stimulating word of mouth.
An iceclip was included in each icecards packaging. This specially designed clip can be used to store the icecards, or any other card, while it advertises the Bacardi brand.
CAMPAIGN RESULTS
Consumers responded very positively on the Bacardi Batbeats icecards campaign: 10,000 sets were ordered and distributed.
90% of the users represented the age group of 19 – 35 years, typically the visitors of Batbeats parties. The average age was 31 years, peak lying at 20 years. The optin rate of 57% was very satisfying: 4.934 consumers opted in for more information / offers from Bacardi and can be approached by Bacardi in the future.
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