Brief Explanation

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.