Bacardi is one of the world’s most famous and most popular drinks brands. It has nurtured a young vibrant image that appeals to a younger target market. This has been achieved through its association with and sponsorship of the young and contemporary music and dance culture. Bacardi asked TLC to help communicate and promote the fun and exciting personality of the brand to encourage trial from younger consumers.
Keeping the Bacardi brand image and music heritage at the heart of our thinking, we created a promotional campaign that not only rewarded its audience but also educated them. Consumers who bought Bacardi products from JD.com received a TLC code which they could enter on the promotion website to claim 2 months of free music downloads from China’s most popular music app. But the fun doesn’t stop there. On the website visitors can interact with a virtual cocktail mixer and learn all about the drinks you can create with Bacardi.
“We wanted to reward music lovers and educate Bacardi drinkers”
“Music and Bacardi are for sharing with friends”
The campaign proved very popular with the target market, with many of them sharing the news with friends and keeping the momentum going forward.
With over 100,000 bottles sold in first month of this campaign, the promotion was obviously a great success. In fact, redemption rate reached as high as 40% proving the choice of reward was very popular. What’s more, consumers found the gamification very interesting and fun. Which meant they stayed on the site for longer and engaged more with the Bacardi brand.
“More sales and more engagement with the brand. It’s all good news”
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