Despite heavy spend and a credible heritage in music partnerships, Bacardi was failing to reach its key demographic of fashionable young males.
3 collaborations between established and emerging artists, each writing a new track together and released in a way that pushed the boundaries of music promotion:
Rudimental and Bipolar Sunshine wrote, recorded, released, mixed, mastered and performed a new track live in just 12 hours before launching the track via Radio 1.
Toddla T & Roses Gabor launched their track via a special SoundCloud app. Only the first beat of the track was available on launch, the rest of the track was gradually unlocked one beat at a time via social interactions (tweets/likes). Once fully unlocked, a remix competition launched.
Kele Okereke (Bloc Party) & Bobbie Gordon released their track via the world’s first 3D printed vinyl record store with limited edition sleeves designed by Kate Moross. This was the first time a full length track had ever been printed using 3D printing technology, with all proceeds donated to Nordoff Robbins.
- Over 400 pieces of coverage (100% with 2+ key messages)
- Reach of nearly 700 million (20x higher than previous agency music campaign)
- 160,000 listens on SoundCloud
- 550,000 total video views
- 63,000 interactions on Facebook
- 1200 tweets (3x higher than previous agency)
- 32,000 views on Bacardi.com (8x higher than previous agency)
- 1400 event attendees