Title | MIX & MATCH |
Brand | BACARDI |
Product / Service | RUM |
Category | D01. Integrated Digital Campaign |
Entrant | TBWA\AGENCY.COM Shanghai, CHINA |
Entrant Company: | TBWA\AGENCY.COM Shanghai, CHINA |
Advertising/Web Design Agency: | TBWA\AGENCY.COM Shanghai, CHINA |
Credits |
Name | Company | Position |
---|---|---|
Eugene Chew | TBWA\agency.com | General Manager |
Lincoln Damen | TBWA\agency.com | Creative Director |
Heather Zhao | TBWA\agency.com | Account Manager |
Eric Guo | TBWA\agency.com | Senior Techonlogy Producer |
Julian Liu | TBWA\agency.com | Associate Art Director |
We were asked to convince young Chinese drinkers to embrace Bacardi Rum over beer or whisky. To demonstrate Bacardi’s versatility as a fun mixed drink that demonstrates your individuality, we created a campaign called "Mix & Match". We invited consumers to see how they mix & match with friends, and discover their own party personality via socially networked quizzes & games. 3 different creative competitions further drove engagement & brand affinity. Over 3.3million unique visitors joined the campaign, generating 5,000 UGC artworks, 1million votes, and a database that segments drinkers based on demographics, personality, and viral potential.