Cake PR launch Bacardi B-Live radio
Brief and Objectives:
Bacardi Global Brands briefed Cake to extend the brands’ already successful music event heritage beyond traditional means, building on digital capabilities as this is most relevant for today’s generation and the Bacardi target audience.
The brief was to create a property that strengthened Bacardi’s association with music and further extended its existing music properties and long standing experience in music events, providing them with a communication platform beyond traditional media.
In 2005 Bacardi and Cake joined forces to develop and launch the world’s first free FMCG brand-funded mobile and online radio service: Bacardi B-Live radio.
Insight and Strategy:
Bacardi’s target market is (legal drinking age) 21-30 year old urban professional graduates. They are connected to wide social groups and are socially active. Innovation hungry and technically literate - they are into music, but reject the mainstream. As early adopters they love original music content and actively follow up and coming DJs as well as affirmed craft masters.
Mobile is essential to this audience and is seen as a device to stay connected.
The consumer need was identified as: ‘an opportunity to hear cool music from respected DJs with original and unique content – available to share with friends anywhere at anytime.’
Solution:
Bacardi B-Live radio is a global music platform playing uninterrupted music 24/7. Streaming online and on mobile it is made up of international and local DJ mixes, Bacardi B-Live event content and exclusive Release The Spirit tracks which are created specifically for the station and are not available anywhere else.
The mobile application is free to download and is available via the WAP site or directly from the website using Bluetooth / Infared technology.
Mobile streaming puts the brand directly into the hands of the consumer and gives Bacardi the opportunity to have direct interaction with their audience – by pushing relevant marketing messages through the player.
Working with the industry’s top experts and using the latest digital technology, Cake has played a fundamental role in the production, management and development of Bacardi’s expansion into mobile and on-line radio mediums. The brand entertainment agency has successfully worked to strengthen Bacardi’s already established music credibility, building upon their B-Live platform and events, which take place around the globe.
Local Bacardi markets are responsible for integrating B-Live Radio within their overall consumer communications programmes. A toolkit of assets relating to the mobile and online service was supplied to markets – this includes information on the featured DJs, press materials, an online newsletter template and digital assets for use in online marketing campaigns. Cake also ran a one-month online ‘buzz marketing’ campaign which included arranging for key gadget, technology and music site to BETA test the service before launch.
Results:
- Bacardi B-Live radio successfully launched on April 6, 2006 with a press event held in London.
- Key Performance Indicators were set at the commencement of the project. These included generating 20Million OTS through the April launch and 75,000 Bacardi B-Live radio listeners.
- These KPIs have been exceeded with over 28Million OTS and 92,000 listeners (66,000 online 26,000 on mobile).
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