View Larger ImageBacardi: Like It Live, Like It Together 
By Blast Radius
Bacardi is all about getting people together. To support this message, Bacardi launched Like It Live, Like it Together, a campaign that spun the social media world on its head by turning the Facebook 'Likes' shared by fans into real world experiences.
A digitally-led campaign, Blast Radius created Like it Live based on the phenomenon of Facebook Likes. Likes are a way we express our passions and unify our shared interests of everything from brands to music to pop culture.
To take Likes a step further, and to encourage people to get together in the real-world, our concept utilizes Likes as a way to inspire, engage fans, and facilitate real get together moments. Starting with Facebook, and culminating with Like It Live events in the real-world.
This is a truly innovative idea for Bacardi and for our industry as it breaks the normal rules of marketing: starting digitally on Facebook and finishing by connecting consumers "offline". Although a US-driven campaign, the concept is easily scalable and intended to be rolled out in global markets.
Please see the submission page for full details.
By unifying Facebook users around a simple concept - taking Likes offline - Bacardi was able to share and live up to its brand promise of helping people get together. This drove increased engagement through all social channels as well as a sharp increase in month over month Likes for the spirit brand itself, particularly in the targeted legal drinking age-24 year old male demographic.
Between May 4th and June 15th, the BACARDI Like it Live initiative helped the brand's Facebook page gain over 145,000 fans in the US and just under 300,000 globally (a 62% increase in global likes, and a 34% increase in US likes over the same period in the previous month).
Active user rates increased exponentially, going from 331,000 in May to 2.5 million in June. Weekly active users went up to 1.2 million, from 156,000 at the beginning of May.
Targeted demographic went from being 15% of Bacardi's Facebook fan base to 24% after the event.
YouTube channel views increased 67% over the previous month.
Please see the submission page for full details.
May 2011 - July 2011
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