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FMBX News
Posted: Nov 16, 2011
Capitalize and Bacardi win sponsor activation category at Festival Awards
An announcement at yesterday’s Festival Conference saw Capitalize and Bacardi revealed as the 2011 Sponsor Activation award winner.
The announcement was made by Fieldmarketing.com's Frank Wainwright to conference attendees at HMV Forum, an event venue in North London’s Kentish Town.
The brand and agency team beat off strong competition including a thorough parnership exercise at Glastonbury for Cake and Orange and a massivley successful lead sponsors multiple activation for SBH Events and Volvo at Snowbombing.
The winning campaign
Bacardi launched a new brand campaign in 2011 called ˜Bacardi Together”. All activity was briefed to specifically target the social initiators of the friendship groups and engage them by breaking down the barriers that prevent them from getting together so easily with their friends.
The winning activity was a social success online and off. Bacardi has a long standing association with festivals, but 2011 saw a new strategy. Capitalize identified issues at festivals that can be obstacles to social get togethers – a best mate not able to get a ticket, insufficient space to set up camp together, dead mobile phones, long bar queues etc, and went about solving these – for instance providing a buggy service, driven by Bacardi Bats, to help bring groups straight to the campsite.
Promotional staff, whilst sampling, also acted as insight providers, helping festival-goers with tips on where to avoid queues and with event schedule insight.
Online and press promotions were used to help ‘rescue a friend’ with tickets given to groups that proved themselves to be the most sociable.
Of course Bacardi’s Latino parties were central to the campaign, where the social element was extended with sharing cocktails served in a smuggler’s boot.
A drinks and ice service to campsites in the even was a further popular addition to the Bacardi experience.
The overall effect was an all-encompassing experience which placed the brand right at the heart of festivals including RockNess, Lovebox, The Big Chill and Electric Picnic, whilst adding to the festival’s offering.
