The most successful ever earned media marketing campaign for drinks giant Bacardi, devised and run by Broadwick Live, has won gold in the Best Production of an Event for Consumers category at the Ex Awards in San Francisco.
“The Bacardi Triangle was a bold idea from a bold brand,” said the judges of the world’s largest recognition programme for experiential marketing, and the only marketing awards judged entirely by client-side marketers. “Bacardi’s brand values have always been about freedom, passion and irrepressibility. The three-day extravaganza that took place over Halloween weekend at a private island in the Caribbean, tapped into all three.”
In creating the Bacardi Triangle, Broadwick Live pushed its music travel marketing concept to the limit, wrapping a brand experience around a music festival with a holiday atmosphere in a stunning location. More than 1,800 people, including key cultural influencers and competition winners, were transported to a deserted paradise island off the coast of Puerto Rico in the heart of the Bermuda Triangle and immersed in the Bacardi brand for three whole days.
Headline acts Ellie Goulding, Kendrick Lamar and Calvin Harris performed live, along with more than 20 more global artists, while key media partnerships ensured Bacardi reached a staggering 6.7 billion people. Digital engagement alone included 1.2 million likes, views and shares on Facebook and 1.2 million shares on Twitter.
“The Bacardi Triangle was a major achievement for everyone involved,” said John Rash, the former Bacardi Global Passion Point Director – Strategy & Music, who drove the project client side. “The corporate, timing, legal, licensing, budget and logistical challenges that had to be overcome, meant it should never have worked. The fact that it delivered way beyond expectations was an incredible testament to the vision, creativity, dedication and sheer bravery of the Bacardi and Broadwick Live teams involved.”
Commenting on winning the award, Broadwick Live Director Bradley Thompson said: “This is great recognition for all the hard work of everyone involved. We were briefed to come up with a big idea to deliver global impact for Bacardi, forcing massive reappraisal of the brand internationally. The idea needed to be brave and disruptive, push creative boundaries and deliver genuine brand ‘WOW’. I believe the results – and this award – prove we succeeded.”
Originally posted eventindustrynews