// Sponge launches ‘Local Social’ campaign for Bacardi
27.06.11
Bacardi Limited appointed us earlier this year to conduct a series of test and learn programmes in the UK on-trade.
The first campaign to emerge is a co-promotion with Revolution Bars. Simply by checking in to the Facebook Places page of their local Revolution Bar and then tagging a friend, users can claim two Bacardi-based Mojitos for the price of one.
Not surprisingly, the concept has been enthusiastically embraced by Revolution Bars and has been made a central pillar of its three month-long “Share Your Summer” promotion. Thus, in addition to directly driving sales, Bacardi has been able to benefit from significantly increased brand visibility within a key outlet over an extended period.
Targetting Revolution’s key audience of 18 – 24 year olds, the offer is being supported across a range of channels: in-bar media, Revolution’s website and Facebook pages, email blasts, and advertising on Facebook and StudentBeans.com. As well as developing the concept, Sponge created the ads and planned and bought the media.
Initial results are highly positive, with the programme driving volume and social interactions around both the Revolution and Bacardi brands.
Finding measurable ways to incentivise purchase within the on-trade has always been a tricky proposition. By bringing Local and Social together, we think we’ve found one answer to the challenge.