Opportunity

2014 was the tenth anniversary of BACARDÍ’s sponsorship of Electric Picnic, one of Ireland’s largest annual music and arts festivals. With no above the line support for the sponsorship, PR and social media played an integral role to communicate and activate the BACARDÍ sponsorship. 

BACARDÍ’s key objective in 2014 was to relaunch the brand with a renewed focus on the male audience. BACARDÍ launched their ‘Untameable since 1862’ global campaign in 2014 and TRA Brands were tasked with coming up with a PR strategy to communicate the brand idea to young LDA males.

Solution

TRA Brands launched #TryStopMe, inviting the best creative talent in Ireland to showcase their talent and their own ‘untameable’ spirit online and in CASA BACARDÍ at Electric Picnic 2014. The #TryStopMe campaign was designed to cover a number of elements including launch, media relations and a campaign final event which preceded Electric Picnic 2014.

We enlisted Ambassadors who epitomised the brands ‘Untameable’ spirit to front #TryStopMe, including mixed martial artist Cathal Pendred and music blogger Niall Byrne (Nialler9). The launch of the campaign generated significant national coverage, online and broadcast features along with traction from some of Ireland’s highest klout influencers and key media.

CASA BACARDÍ at Electric Picnic 2014

Throughout the weekend of Electric Picnic 2014, TRA Brands was responsible for the guest VIP area of the CASA BACARDÍ arena, making sure the guest area was the ‘place to be’ throughout the weekend. We also managed social media interaction between BACARDÍ Ireland’s Twitter account and targeted media and celebrities over the weekend, the conversations sparked in social media resulted in #CasaBacardi trending on Twitter every day of the festival.

Result

Over three months of activity, we delivered a PR campaign with a consumer reach topping 16 million and delivered over €2 million worth of coverage. News, feature and interview coverage across national print, online and broadcast media was delivered throughout the campaign. We exceeded all client KPIs and our outstanding results led to us winning the award for Best Sponsorship Team at the Irish Sponsorship Awards 2014.