BACARDÍ Triangle

ROLE: GLOBAL PROJECT MANAGEMENT AT BACARDÍ

ACTIVATION OVERVIEW

The idea was big, bold, brave, disruptive and pushed creative boundaries whilst also capturing the untameable spirit of the BACARDÍ family and our history. BACARDÍ Triangle was born.

It was a fully integrated campaign; a 3 day event that saw 1862 fans, guests, celebrities and competition winners fly into the heart of the Bermuda Triangle on 3 private airliners from London, LA and New York for one of the biggest parties and experiences of their life all of which culminated in performances by Calvin Harris, Kendrick Lamar and Ellie Goulding on a deserted island 6 miles out to sea, off the coast of Puerto Rico.

The BACARDÍ Triangle was a high-profile marketing activation executed by BACARDÍ in 2014, designed as an extravagant, immersive brand experience. Here's an overview of the campaign, including its strategy, objectives, approach, and results:

STRATEGY

We aimed to create a buzzworthy, once-in-a-lifetime event that would elevate BACARDÍ’s brand identity, particularly among millennials. The strategy centred around generating global media attention and engaging a younger, adventure-seeking audience through a unique experience. The event also positioned BACARDÍ as a bold, exciting, and trendsetting brand in the crowded spirits market.

OBJECTIVES

Brand Awareness: Increase global brand awareness and strengthen BACARDÍ’a image as a premium, exciting brand.
Engagement: Drive deep engagement with the target audience, particularly millennials, by offering an unforgettable experience.
Media Coverage: Generate significant media coverage to amplify the reach of the campaign.
Social Media Impact: Leverage social media to extend the event's reach and encourage user-generated content, turning participants into brand ambassadors.

APPROACH

Exclusive Event: The centrepiece of the activation was a three-day music festival held from October 30 to November 2, 2014, on a private island in the Bermuda Triangle. This was not just any music festival—it featured top global music acts like Ellie Goulding, Kendrick Lamar, and Calvin Harris, appealing directly to the tastes of the millennial audience.
Unique Setting: The event's location within the infamous Bermuda Triangle played into Bacardi's brand heritage (Bacardi was originally founded in Cuba and has a strong Caribbean identity) and the mystique of the region. The setting was meant to evoke a sense of adventure, mystery, and exclusivity.
VIP Experience: We flew in 1,862 guests from 22 countries, aligning with the founding year of Bacardi (1862). These guests were treated to a luxurious experience, including accommodations on the island, private performances, and Bacardi-themed parties.
Digital and Social Media: We heavily utilised social media to promote the event before, during, and after it occurred. This included teaser videos, influencer partnerships, and live updates from the event, all designed to build anticipation and broaden the event's reach.

RESULTS

Media Coverage: The BACARDÍ Triangle campaign generated substantial media coverage across various platforms, including traditional media, lifestyle magazines, and digital outlets. The unique nature of the event and its high-profile guests helped us secure global press coverage.
Social Media Buzz: The event was widely shared across social media, with significant user-generated content. Attendees and influencers posted extensively about their experiences, using event-specific hashtags, which amplified the campaign's reach.
Brand Perception: The campaign succeeded in reinforcing BACARDÍ’s brand as adventurous, bold, and premium. It resonated particularly well with millennials, the key target demographic, by offering an exclusive, FOMO-inducing experience that many aspired to attend.
Long-term Impact: While the immediate buzz was significant, the campaign also had a longer-term impact on BACARDÍ’s brand equity. It positioned BACARDÍ as a leader in experiential marketing within the spirits industry, demonstrating the power of large-scale, immersive brand experiences.

Specifics

In excess of 6.7 billion reach (OTS & impressions),
4.63 billion were generated through PR and earned media
Our global media partners including Vice, Noisey and Shazam, helped us reach a further 215 million people
VH1, MTV, Palladia and DirecTV broadcast our 1 hour show and 3 x 30 minutes artist specials into 200+ homes globally and free of charge
We also reached 1 billion+ through social and digital including the activation of our artist networks and their 79 million fans.

Overall, the BACARDÍ Triangle was a landmark event in Bacardi's marketing history, showcasing the potential of experiential marketing to create deep consumer connections and generate global attention.

EXAMPLE OF PRESS SHOTS