Bacardi Limited has released new CSR viral for its ‘Champions Drink Responsibly’ campaign featuring seven times Formula One world champion, Michael Schumacher.
The campaign aims to promote Bacardi Limited whilst communicating the message that Drinking and driving don’t mix, with Schumacher as Bacardi Limited Global Social Responsibility Ambassador.
It aims to engage a younger male demographic, from the legal drinking age up to 30 years old, on a global basis, using a range of traditional and digital media. The campaign launches this week with the first in a number of branded content viral films.
The first viral, entitled ‘Schumacher Drink Drive Simulation’ and created by 23red, shows the effects of drinking alcohol on Schumacher’s ability to drive.
In the work, the champion has his famous driving skills put to the test by a series of bizarre challenges that mimic how alcohol makes it harder to drive safely by causing lack of concentration, impaired vision and slower reaction times.
The campaign will consist of further viral films and additional media support including PR and digital seeding across relevant influencer networks across video sharing sites, blogs, forums, social networks, as well as eCRM.
To date, the campaign has enjoyed much success including winning ‘Best International Communications’ at the European Excellence Awards.