Our Work
Bacardi Mojito Party
Background
In 2008, one of the world’s pre-eminent manufacturers of spirits tasked Buddy Media with the development of a full-scale social media application to leverage the success of a popular TV ad campaign featuring the Bacardi Mojito and the Bacardi Mojito Muddler. Buddy Media promised an engaging app-vertisement designed to deliver social brand advocates who evangelize the brand through frequent activity on the Facebook Bacardi Mojito Party application.
Objectives
- Leverage pre-existing Bacardi Mojito advertising campaign and build an engaging Facebook social app-vertisement to support the brand
- Deliver a loyal audience of social brand advocates by driving unique visitors to the Bacardi Mojito Party application
- Partner with Facebook to pioneer new age-gating technology that eliminates the need for users to enter a birth date to access content restricted to minors
Solution
Buddy Media created a social media application for the Facebook social network that matched the eye-catching aesthetics and up-tempo tone of the existing Bacardi Mojito advertising campaign. The Bacardi Mojito Party is a casual social utility that challenges users to mix the perfect Mojito in order to keep up with a fast-growing crowd of Mojito Party patrons. In addition, the application catalyzed several ancillary marketing initiatives including a co-sponsorship with Evites to help users plan Mojito parties, Mojito music downloads, and sales support for the Bacardi Muddler (a tool that facilitates the mixing of Mojitos). Facebook has very stringent policies regarding the promotion of alcohol on its social network. To that end, Buddy Media worked with Facebook’s product development team to pioneer new age-gating technology that eliminates the need for users to enter a birth date to access content restricted to minors.
The application drove brand loyalty by encouraging users to spread the utility virally through a variety of means, including application invites, Mojito Party Evites, and notification reminders. In addition to the development of the app-vertisement, Buddy Media spread the brand’s message across the social graph through a highly targeted Facebook marketing campaign that pinpointed users of legal drinking age within Bacardi’s desired audience demographic. Buddy Media overdelivered on Bacardi’s engagement goal and the application continues its consistent accumulation of loyal users every day.
