Bacardi's Transformational Collaboration with the Black Eyed Peas

Bacardi’s Transformational Collaboration with the Black Eyed Peas

Turning a global tour sponsorship into lasting brand enthusiasm through innovative event amplification.

OVERVIEW

Turning Black Eyed Pea Fans into Bacardi Enthusiasts

Services

Communication Design
Content Strategy
Data Analytics
Display Advertising
Experience Design
Filmed Video Production
Mobile
Motion Graphics
UX Design
Website Design

In a groundbreaking convergence of music, culture, and spirits, Bacardi took center stage as the Official Spirits Sponsor of the electrifying Black Eyed Peas END World Tour. Spanning across continents with concert venues in Japan, Australia, Europe, South America, and North America, this collaboration marked a remarkable opportunity for Bacardi to forge a global connection with audiences.

Amidst the vibrant rhythm and energy of the tour, Bacardi’s aspiration transcended traditional sponsorship – it aimed to not only capture attention but to etch an indelible mark on the hearts of fans, ushering them into the realm of Bacardi enthusiasts.

THE CHALLENGE

From Attendees to Bacardi Advocates

Sponsoring a world tour of such magnitude posed a formidable challenge. While the Black Eyed Peas E.N.D. World Tour promised an immense audience spanning across Japan, Australia, Europe, South America, and North America, the risk of minimal return on investment loomed large. The central challenge was to navigate the complexities of this sponsorship to not only ensure brand visibility but to also create a tangible and lasting connection between Bacardi and the diverse concert-goers.

THE SOLUTION

Creating Lasting Connections Beyond the Concerts

In partnership with Wrecking Ball, Bacardi embarked on an innovative event amplification strategy. This approach extended beyond the concert venues, tapping into the online realm with captivating video content and backstage glimpses. Through the creation of the Official Tour Blog, fans were granted exclusive access to behind-the-scenes footage, cleverly showcased on the blog and Will.i.am’s DipDive social network. This immersive content covered concerts and exclusive after-party events, becoming a bridge connecting concert-goers to the Bacardi brand.

The strategy also encompassed branding Bacardi’s social media properties, offering a consistent and compelling image that resonated with the tour’s narrative. Managing the “Fly Away to London” Sweepstakes enhanced fan engagement, providing one lucky winner the opportunity to experience the Black Eyed Peas live in London. Bacardi Radio further contributed to the resonance, streaming over 705k+ connections with more than 98k Total Listening Hours for the tour.

Web & Mobile

Event Activation

Photo Booth Experience

Attendees captured the essence of the events through fun and interactive snapshots, adding a touch of excitement and a dash of Bacardi flavor to their memories.

Photo Access Card

Attendees receive a personalized credential that grants them event exclusive access to the event’s photo booth. This card allows them to capture and collect memorable photos in a convenient and engaging way.

<span data-metadata=""><span data-buffer="">THE RESULT

Bacardi's Strategy Reaches Millions, Sparks Engagement

Bacardi’s partnership with the Black Eyed Peas E.N.D. World Tour flourished into a remarkable success story. By extending the concert experience through an array of digital avenues, Bacardi exponentially increased its reach. The Official Tour Blog became a hub for fans, while the exclusive content solidified Bacardi’s presence in their journey.

The strategy’s impact was demonstrated through over 9 million social impressions on Facebook, an expanded Twitter following of more than 10k, and prime Google search ranking for Bacardi’s Official Tour Blog. Moreover, the “Fly Away to London” Sweepstakes garnered over 13k sign-ups, amplifying Bacardi’s connection with the tour’s audience.

In summary, Bacardi’s collaboration with the Black Eyed Peas E.N.D. World Tour, powered by Wrecking Ball’s innovative strategy, not only reached a global demographic but also transformed mere concert-goers into devoted Bacardi advocates. The successful execution of this partnership showcases the potential of strategic sponsorship amplified through immersive engagement.

The Black Eyed Peas are a Grammy Award-winning American musical group known for their eclectic blend of hip-hop, pop, and dance music. Since their formation in 1995, the group has sold over 80 million records worldwide, producing chart-topping hits such as “Where Is the Love?”, “I Gotta Feeling”, and “Boom Boom Pow”. Comprised of will.i.am, apl.de.ap, Taboo, and J. Rey Soul, The Black Eyed Peas have continuously pushed the boundaries of music and performance, making a significant impact on the global music scene. Known for their energetic live shows and innovative music, the group remains a dynamic force in the industry. For more information, visit www.blackeyedpeas.com.

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