Objective
Increased Bacardi’s engagement with the Footwear and Creative community outside of the traditional liquid to lips opportunities to drive brand awareness and drive sales.
What We Did
- Created an Art on Canvas competition during the Black Footwear Forum that gave professional and Detroit creatives the opportunity to showcase their talents live in front of the BFF audience.
- Strategically aligned narrative of the artwork with themes of Bacardi and Detroit to illustrate relationship between art and beverage craftsmanship.
Results
- Served 1000+ attendees with Bacardi signature cocktail increasing liquid to lips moment
- Provided 20+ artists the opportunity to showcase their talents while competing for cash and other prizes
- Drove 5K+ engagement over social and email engagement