World Tour
Situation
Bacardi was the Official Spirits Sponsor of the Black Eyed Peas’ The E.N.D.World Tour—with concerts in Japan, Australia, Europe, and throughout North and South America. This was a perfect opportunity for Bacardi to reach their target demographic on a worldwide scale—but to do it, they had to generate awareness of the Bacardi brand among Black Eyed Peas fans. Our mission: turn Black Eyed Peas fans into Bacardi fans.
Solution
Sponsoring a tour is a tricky move for any company. Ordinarily, you reach only concert-goers—who might number in the hundreds or hundreds of thousands, depending on the size of the tour. But as the sponsor, you could spend millions. Often, the numbers don’t add up.
Maverick Digital has developed an event amplification strategy that helps sponsors maximize their return on investment—by delivering concert video and backstage footage to an online audience of millions. For Bacardi, we started by developing an Official Tour Blog. Then we hired a roadie to travel with the band and capture exclusive behind-the-scenes footage, available only on the blog and DipDive - Will.i.am’s own social network. Fans wanted the footage—and when they found it, they found Bacardi.
In addition, Maverick reskinned all Bacardi social properties—Facebook,Twitter, YouTube, and more—to present a consistent, co-branded image to support the tour. We also managed Bacardi’s “Fly Away to London”Sweepstakes, allowing one lucky fan to travel to London to see the Black EyedPeas in concert.
Results
- Over 9 million social impressions on Facebook
- More than 10,000 Twitter followers
- Top 5 Google search results for Official Tour Blog
- Over 125 Shows Worldwide
- Media Roadie attended over 45 Shows in 35 Markets Globally
