Bacardi Together Club

Bacardi Rum underwent a global positioning change and added tagline 'Bacardi Together' under a revised Bat logo. The repositioning encouraged people to interact and get together in the real world, instead of the virtual world. The same thought, – 'bring people together' – had to be interpreted and communicated effectively across the digital medium. Our challenge was to create a virtual movement that would translate on to on-ground activity, by bringing people together. In effect, the brief was to create an online property, which encouraged people to get offline after their online interactions.

We created a customer-facing application for Bacardi on Facebook, called Bacardi Together Club, where online interaction was gratified with real-world interaction. The basic idea of the application was based on a global study done by Bacardi where they found that the consumers were spending more time exchanging message/emails or social media updates with their friends rather than meeting them in person.

Strategically, Bacardi started with "Together" as their territory to approach their target audience. Having said that, we felt the need to come up with something which would essentially talk about "Togetherness". We then came up with the idea of creating a "Loyalty" based application where users could share their views, upload pictures, videos with their friends, participate in various applications within the club and at the same time earn points for each interaction which could then be redeemed with "Bacardi Surprises"

The game was made in PHP domain using Flash and ported into Facebook. The campaign was supported by regular updates on the Bacardi Facebook page along with Facebook media to promote the concept.

 

The Together Club is Bacardi's unique, new, reward platform for fans, friends and Bacardi lovers. It's a place where fans can talk, share, interact and earn points for it. Then fans can redeem those points for some great goodies and giveaways.

The Together Club rested on Facebook and becoming a member was simple. A fan can either ask a member-friend to send him/her an invite, or the fan can Like the page and add the 'Come Together Club' application. To start with, a fan may want to invite his friends so that he is never alone in the Club, check out the Wall to see what people are talking about, or start a conversation. For every interaction the users got points which were shown in the top right-hand corner of the user's page.

The Loyalty program was a unique application on its own and with users getting points for every interaction which could later be redeemed for Bacardi surprises; we saw good participation and engagement amongst our fans.

• Total members in the club: 7249
• Total photo uploads: 555
• Total Video Uploads: 103
• Tag through the app: 4867
• Redemptions: Bacardi Surprises: 116
• Comments on the wall: 1289