The Bacardi “mix-together” app (available at http://apps.facebook.com/bacardimixtogether/) is a fully functional calendar designed to help organise events, and offers the chance to earn “social points” in a variety of ways, including through creating events and having invites accepted. Using a “badge” points based system, users can aim to achieve “Maestro de Ron Bacardi” (rum master) status, which gives them the chance to win a trip to Puerto Rico.
The calendar app will also feature fun challenges and competitions with the chance to win everything from Bacardi merchandise to music based prizes.
Created by agency Rapp, the calendar app will allow users to upload and share pictures of their events, accessible by simply clicking on the day of the event. Mash up functionality will be added to allow creation of music backed videos of nights out.
The app will be promoted through advertising on Galaxy radio and on Facebook and through email marketing to the 100,000 strong La Gran Familia Bacardi database. The initiative will also eventually embrace mobile messaging.
Bacardi director of marketing for rum Catherine Archer commented: “Bacardi is all about the Latin spirit and a passion for life and this app is all about helping people organise, enjoy and remember their nights out. It’s perfect because it epitomises us as a brand and offers real benefit to users as well as giving them the opportunity to add spice to their nights out and win prizes.”
Archer adds: “Facebook is the perfect vehicle because it’s where our audience is and it’s the UK’s pre-eminent social site. We’re confident the tie-up will benefit both us as a brand and the millions of Facebook users who use the site to keep in touch and share memorable moments.”
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