Where will it go?
Situation
Bacardi Limon is Bacardi’s #1-selling flavored rum spirit. But the company has launched several new successful flavors in the past few years. Diversification is great—as long as you can keep your customers coming back for more of your flagship product. The idea was to increase sales of flavored spirits across the board without losing Limon loyalists to other flavors.
Solution
Bacardi needed to engage their target customers for Bacardi Limon—men and women aged 21-25—in a way that kept Bacardi Limon top-of-mind.
Maverick Digital conducted extensive research and discovered that this target market was accessing the web, email, and Facebook over their Smartphones—not at the desktop. When they’re at the bar alone or nervous about approaching someone, this demographic tended to “escape” into their phones.
We pitched a mobile experience to Bacardi that would leverage that behavior pattern to help young people connect—over a drink, naturally—with a suite of fun, flirty Smartphone Apps featuring Bacardi Limon as the catalyst for engagement.
Users could play them at the bar, use them as an ice-breaker—and get recommendations for ordering Bacardi Limon drinks. There was even a streaming Pandora radio station to help users set the mood. With these apps in hand, you never knew where the next conversation would lead.
In addition to digital quiz games with open-ended questions about love and dating, Maverick established a Facebook and Twitter presence featuring the Luv Doctor, Rebecca Brody—a relationship expert who engaged with users directly, responding to questions and offering dating advice through a unique #hashtag campaign.
Results
- Over 68,000 Facebook “likes” in 10 weeks.
- 812,404 total impressions over 78 posts to the Facebook page.
- 1,723 followers on Twitter.
- 85 mentions by Twitter “Influencers” (as determined by Topsy).
- BACARDI Limon was "listed" 54 times
- Bacardi Limon listed on lists such as “cocktails” or “wine-beer-spirits.”
Flash Banners
- Over 98 million flash banner impressions driving 85,043 clicks.
- Secured 0.09% CTR, well above the industry average of 0.04%.
Pandora Station
- 54,141 Pandora station adds driving 85,043 clicks.
- iPhone audio ad generated 34,543 clicks.
Someecards Campaign
- 174,155 total interactions generated on all 4 cards.
Mobile Site
- Mobile media and SMS drove 28,721 visits to .mobi
- 51,205 total page views during campaign.
- 2,540 Cocktail pages viewed by Spinning the Bottle.
SMS
- POS drove to SMS opt in resulting in 3,187 keyword submissions.
- 2,353 net opt-ins to SMS database.
