media trough M&M Global.“
Bacardi partners with electro musician Goldroom for online ‘incognito mode’ scavenger hunt24.08.2016
Bacardi has finally found a reason to use Google Chrome’s incognito mode, aside from stalking an ex on social media. Now, thanks to the spirit giant’s partnership with BBDO and electronica maestro Goldroom, lucky hackers can score free gig tickets.
Goldroom fans can win 10 pairs of free tickets by turning on incognito mode, which triggers a landing page promoting the sweepstakes to pop up on the artist’s website, according to a report in AdWeek. (http://www.adweek.com/news/technology/bacardi-turning-private-web-surfing-online-scavenger-hunt-173086)
“Most people know that you use incognito when you look at more personal or private stuff online,” said BBDO New York creative director Derek Harms. “We basically created a backstage to Goldroom’s site, and if you know how to get backstage online, you deserve VIP passes to experience it in real life.”
Ticket hunters can also find hacks to gain access to exclusive tracks and a clip from the latest music video.
“As part of Bacardi’s desire to drive cultural relevance via our brands, we are investing more in the channels that are most relevant to our target including digital and experiential,” said Olivia Legere, Bacardi North America’s director of creative excellence Olivia Legere.
“We are always looking to partner with artists that think out of the box, and Goldroom has always found new and innovative ways to do that. We needed to partner with an artist who was willing to try something new and support it as it evolved.”
This competition is part of the spirit brand’s shift away from traditional advertising like TV towards a more youth-focussed digital strategy.
In May 2016, M&M Editor Alex Brownsell sat down with Bacardi Europe chief marketing officer Shane Hoyne on the first day of the Festival of Media Global in Rome to find out the key to how brands resonate with consumers around the world. Find out more here. (http://mandmglobal.com/reinventing-a-household-brand-with-bacardi/)