Innovation That Matters

Bacardi turns Facebook 'likes' into real-world events

Food & Drink

Regular Springwise readers may remember our recent article on Renault’s impressive effort to convert real-world approval into online ‘likes’. Now, however, we’ve caught wind of an event hosted by Bacardi that attempted to do just the opposite, by creating experiences based on the online preferences of their fans. The line-ups for the ‘Like It Live, Like It Together’ experiences — hosted in New York and Las Vegas — were decided entirely by the brand’s online Facebook following. The fans could vote with Facebook ‘likes’ for their favorite cocktails, music acts, foods, leisure activities and forms of entertainment, which Bacardi then converted into features at their events. For example, a blog entry on the event notes how the Bacardi Facebook tab asked its users whether they preferred old school or newer video games. As old school video games received the most ‘likes’, the brand unveiled a large arcade with retro games such as Pac-Man at the following event. Tickets for the parties could be won through a competition, whereby entrants were required to write on the Bacardi Facebook tab about the three best experiences they have ever had with friends. Final line ups included high-profile acts such as Cee Lo Green, Aloe Blacc, Kid Cudi, Tamara Sky, DJ Irie and Travis Barker. With nearly every marketing agency in the world trying to convert real-world appreciation into new online ‘likes’, Bacardi’s reversal of the process is a nice example of rewarding a pre-existing loyal fanbase — who will presumably then spread the word online for them. Plenty to think about here for marketeers everywhere! Spotted & Photo by: Diana Zhou



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