According to PRNewswire, Bacardi and Live Nation Entertainment have announced an innovative, multi-platform marketing campaign kicking of this summer titled “Best Shared Live.” The program creates dynamic opportunities designed to bring people together to celebrate live music, friends and legendary Bacardi cocktails.
“Best Shared Live” will leverage Live Nation Entertainment’s unparalleled marketing distribution platforms including digital, mobile and social media properties to reach millions of fans as they plan their summer concert experiences.
“Bacardi is an iconic spirits brand with a unique history and heritage that has always championed a spirit for life,” said Toby Whitmoyer, vice president and category managing director, rums at Bacardi U.S.A., Inc. “Through the ‘Best Shared Live’ program, we will tap into Live Nation Entertainment’s multi-faceted digital marketing platforms surrounding live music to bring people together and strengthen brand awareness among our target audiences. We are excited to kick-off summer with this breadth of promotions for our consumers and music fans alike.”
The summer music program encompasses an array of elements featuring both promotional assets and digital media, including:
• Live Nation Entertainment Concert Cash: Bacardi Products will feature download codes for Live Nation Entertainment Concert Cash, redeemable on LiveNation.com’s Bacardi-branded landing page for tickets and artist merchandise.
• Best Shared Live Sweepstakes: Fans can enter the Best Shared Live Sweepstakes, which supports the “Best Shared Live” platform and reinforces the Bacardi brand message of bringing people together, in this case, through live music. The grand prize will win four tickets to the Live Nation Entertainment concert of their choice anywhere in the United States, plus airfare and hotel accommodations. The sweepstakes will be promoted through all Live Nation Entertainment media channels.
• Branded Concert Guide: Live Nation Entertainment will create a Bacardi branded summer concert guide, a custom content platform with unique videos highlighting some of the hottest artists on tour this summer.
• Custom Facebook Module on LiveNation.com and Ticketmaster.com: Live Nation will position Bacardi as a brand that brings music fans “together” through social media with a Facebook module on the two websites. The integration will be a bilateral Facebook application allowing fans to let their friends know which concerts they are planning to attend.
• Mobile Web Platform: Live Nation will also integrate Bacardi into its mobile advertising platform, providing the brand with an even deeper connection to fans whenever they seek music information.
“Concerts are a natural way to bring people together, and Live Nation Entertainment’s depth of touch points spanning social media, mobile and digital promotions, are a perfect way for Bacardi to bring consumers together in a relevant and engaging way,” said Russell Wallach, president of Live Nation Network. “The Bacardi ‘Best Shared Live’ program leverages our robust marketing platform to reach millions of fans as they celebrate summer with their favorite artists and form a richer connection with the Bacardi brand.”
