Bacardi B-Live Tour USA
Situation
Bacardi had just seen huge success with its Bacardi B-Live events in New York, LA and Miami. Now they wanted to take it on tour. They envisioned a national series of events with big-ticket artists, generating huge reach and brand exposure. They hired Maverick to amplify the entire tour—leveraging their digital presence to expand the audience far beyond the live attendees.
Solution
Maverick Digital masterminded promotions for the entire 25-city tour, amplifying the perfect trance and hip-hop DJ’s to appeal to Bacardi’s target market. We used Facebook to fuel ticket sales and streamed event music and featured artists over Bacardi Internet Radio. We captured exclusive back-stage footage and pushed it over YouTube. And we encouraged attendees to upload their own concert videos to Facebook with mobile apps.
We designed and ran a blog dedicated to concert footage and coverage, where users could get news about events, see event videos, and learn about ticket deals and concert dates. We also designed and deployed video graphics and tour animations for display on stage during concerts as well as back-bars.
Results
Every Bacardi B-Live Tour show performed to sold-out. Facebook had a measurable effect on ticket sales, with over 2,047 tickets sold through our Facebook fan page—13% of total sales.
- 8,153 fans
- Over 200 million impressions within 3 months.
Blog
The B-Live Blog was Bacardi’s most successful blog to date, with over 18,218 page views and more than 17,000+ total sessions.
Other successes include:
- Ticket giveaways and concert reviews in over 15 targeted markets.
- 900,000 impressions per month on influential music blogs.
Bacardi Internet Radio
- Over 305,000 total streams and 39,000 total listening hours.
- Third highest genre ranking out of 433 stations worldwide.
- Top 100 total overall ranking out of over 10,000 stations.
