There was about to be a new spiced rum in town and our client wanted to make sure the message was loud and clear. We were asked to come up with an innovative campaign to promote the newest addition to Bacardi's product line: Bacardi Oakheart spiced rum.
The competition in the rum world is fierce and our campaign had to be done with a bang. We had a cheeky idea: By creating a custom-made website called www.spiceitup.com.mt, we challenged Facebook-users to ‘spice things up’ by letting the website frape their Facebook accounts. By posting risqué status updates under the user’s name and tagging randomly selected people from their contacts’ list, the players were shown the embarrassing post. They could then press a ‘confirm’ button which uploaded the post to the social networking site. Players who consented to posting three posts were rewarded with a bottle of Bacardi Oakheart spiced rum.
We backed this up with a 360-degree campaign - involving billboards, bus shelters, traditional and social media and promotions - all geared at celebrating the new rum.
The campaign was based around urging people to get out of their comfort zone and to engage life with a healthy sense of humour. As the Bacardi Oakheart slogan goes, it was about ‘Spicing things up. Making it legendary’.
The challenge gained instant viral momentum and 500 bottles were given away within 48 hours.